Repositioning of BANGLADESH BETAR

1. TVC REPORT ON “Bangladesh Betar”
Submitted to:
Miss Sherina Idrish (Seh)
LECTURER
Department of marketing and international business
North South Unversity
Group name: EVOLUTION
Section:6, MKT337
NAME ID
IFFATH MAHJABEEN IQBAL 1420272030
SHEHTA ZARAB 1430550030
SAZZAD HOSSAIN SADMAN 1421621030
MOHAMMAD IMRAN UDDIN 1310148030

2. FAHIMA AFROZ MIMI 1420530030
Letter of Acknowledgement
At first we would like to thank ALMIGHTY ALLAH for helping us and giving us the
strength to complete this project within time. Ofcourse we are extremely grateful to our
course instructor, MS SHERINA IDRISH; our mentor and our INSPIRATION who was
always very supportive and helpful throughout the assignment. She has always tried to
widen our IMAGINATION and take it to another level where there is no BOUNDARY of
CREATIVITY. Thank you MISS for mentoring us in such a nice way so that we can see
everything in a new PERSPECTIVE. We have faced a lot of challenge during the making
of TVC AD. It was a new experience for all of us.We have made a lot of mistakes during
the whole process, but MISTAKE IS THE KEY TO SUCCESS we assume.It was a
WONDERFUL JOURNEY for all of us to do this course and gather so many PRACTICAL
EXPERIENCES and we are sincerely THANKFUL to our RESPECTED FACULTY MS.
SHERINA IDRISH for helping us and encouraging us to CHALLENGE our limits.Our all
group members’ efforts also has made the assignment so informative and resourceful.We
are very delighted to present this project .We also hope that gathering knowledge and
getting prepared to make effective and creative promotional planning and execution
campaign will help us to BRING an EVOLUTION in the era of MARKETING.
Sincerely
IFFATH MAHJABEEN IQBAL
SHEHTA ZARAB
SAZZAD HOSSAIN SADMAN
MOHAMMAD IMRAN UDDIN
FAHIMA AFROZ MIMI

3. SHERINA IDRISH
Lecturer
Department of marketing and INTERNATIONAL business
North south university
Bashundhara , Dhaka-1229.
Re : Letter of transmittal for “REPORT ON BANGLADESH BETAR”
Dear MS. Sherina Idrish,
This is to inform you that we were given to prepare a PRROJECT ON BANGLADESH
BETAR for the course MKT337 in this semester.
We have made A TVC teaser AD for this final project.In this report we have given our whole
study about how to reposition our NATIONAL RADIO CHANNEL and making the URBAN
PEOPLE target audience .We used all the necessary marketing tools for the analysis and
found out fair findings from our observations with complete justification.
Therefore, we hope that you would like our PROJECT on BANGLADESH BETAR as we
tried our level best to make it LEGITIMATE based on the information and observation. We
are sincerely thankful for your CO-OPERATION and your support throughout the
PROJECT.
Sincerely yours
Iffath mahjabeen iqbal
Shehta zarab
Sazzad hossain sadman
Mohammad imran uddin
Fahima afroz mimi

4. EXECUTIVE SUMMARY
The report deals with an analysis of an IMC campaign especially TVC Of our NATIONAL
RADIO CHANNEL “BANGLADESH BETAR”.The report starts with the overview of the
RADIO CHANNEL, which provides different types of historical events which was related to
BANGLADESH BETAR .It also includes the TARGET MARKET, BDI, CDI, TRP ,GRP
calculations of the TARGET audience .In addition the justification of REPOSITIONING our
NATIONAL RADIO CHANNEL ,the NEW LOGO,TAGLINE,SLOGAN,PROMISE AND
PERSONALITY are also been described.It also illustrates the IMC tools,objectives
,positioning,major selling ideas with proper justifications.The report also contains execution
stylesfor the AD and decision making process for consuming the service.Another important
part of the report belongs to the budgeting part that includes media budget and production
budget for this particular campaign with a proper conclusion.
TABLE OF CONTENT

5. COMPANYOVERVIEW
TARGET MARKET
IMC OBJECTIVES
CONTACT POINTS
IMC TOOLS
DEVELOPMENTOF THE AD
MEDIA STRATEGY
BUDGET
EVALUATION
CONCLUSION
RECOMMENDATION

6. BIBLIOGRAPHY
COMPANY OVERVIEW:
Bangladesh Betar, the national radio network has been discharging the honourous
responsibility of disseminating information, education, entertainment with utmost
commitment, honesty and objectivity for about seven decades. It functions to support nation
building efforts of the Government upholding social values and the countries rich historical
and cultural heritage. Betar has been playing a pivotal role towards developing a knowledge
based information society taking advantage of its unique and distinctive capacity as the
cheapest and most versatile medium to reach to the grass root level.
Bangladesh Betar was founded in 26th of August, 1927 and was launched in 16th of
December, 1939 (as all Indian Radio). World Radio Network is an affiliate of Bangladesh
Betar. It is a state owned radio broadcasting organisation of Bangladesh. It was also known as
Radio Bangladesh between 1975 and 1996.
But in this present day and age, the glamour has so much faded away that it is on the brink of
extinction even in the rural areas. We, are planning to get Bangladesh Betar it’s former glory
back. To do that, we have come up with creative ideas on brand positioning, brand
personality and traits, unique selling propositions and social message as to why we shall
listen to Bangladesh Betar. To make it more interesting, we have created an exciting TVC
which will make us re-evaluate our priorities and show us the presence and effect of
Bangladesh Betar in our life from the very beginning.

7. Brand Positioning
Belief:
The sensation one will get after being connected to Bangladesh Betar will be that which will
make the people believe that they are connected with their own-selves.
Pride Reloaded:
Our product is there from the beginning of the birth of Bangladesh, even from before that. It
started its journey on the 16th of December, 1939, then known as All India Radio. It has been
by our side through every struggle of ours. Example: The revolutionary movement for our
Mother tongue of 1951 and our “Liberation war of 1971”. It has been a guide through our
life. It has inspired us to keep on. It is the witness of our birth and our heritage. Our TVC
shows exactly that.
Mood Enhancer:
We will broadcast various fun programs and as well as knowledgeable programs. It will be
fun box for the listeners. We are focusing on the interests of the youth. Here they well find
unique entertainment, support they think they lack, guidelines to achieve their dreams,
solutions to many of their problems etc. In our TVC, the youth has always been our prime
audience and whenever and whatever the situation anyone’s in, Bangladesh Betar was and is
always there by our side to make us feel better and cherish the best moments of our life
together with Bangladesh Betar.

8. Break from hectic life:
Our lives are becoming more mechanical by the day. We are so focused on earning for
happiness that we are actually forgetting to live it. Bangladesh Betar will help us set our
priorities right. It will show us the small moments we are missing out on. Our TVC has in
fact showed how the mechanical relationship has been eating away our family bonding and
also how we can rekindle it. There will be various programs that will give us a break and
enjoy the exciting programs like reality tv shows etc.
True Friend:
The definition of true friend is someone who’s always there for the other. Bangladesh Betar
focuses on being just that. It will cheer up the mood of the listener through its best selection
of programs. It will always be listening to its listeners, to their requests and needs and helping
them out whenever they need. It has always lift our mood, during the hard times like war,
movement for mother tongue, during sad times like quarrels between friends and family and
was also there during the times of our happiness and watched from the sidelines. Our TVC
depicts all these.
Family:

9. Family is the place where we feel protected. Bangladesh Betar is nothing but a family to us. It
has kept us together during our hardships. Has been a medium to guide us to a safe shelter, is
still doing so. When all other networks are down, the only network still working is that of
Bangladesh Betar. Our memories started with listening to Bangladesh Betar, when there was
no other coverage. Many memories are attached to it deeper than one can imagine. All we
need to do is re-experience those and we will know how valuable it is to us. Through this
TVC we hope to create this experience of family bonding, that however hard, times may be,
Bangladesh Betar, like always, will be there to remind the precious bond in the family.
Brand Personality Traits
Spice up your life:
Listening to the shows in Bangladesh Betar will surely enhance one’s mood.
It will add zest to our life, will overwhelm us and will help to move on from our boring life.
It will give us a break from our monotonous life with its new and exciting program and
cherish old memories.
There are many shows which will make you laugh in seconds as well as there are contests
and you can hear all the latest gossips there.

10. Sticking to the roots:
Bangladesh betar has been with us from the beginning. Even the Independence of Bangladesh
has been declared in Bangladesh betar.
Bangladesh betar telecasts such programs that promotes and reminds us about our culture.
There is a show in which the one’s from the 70’s comes and shares their experiences which
are very inspiring and reminds us where we come from.
Also in every Bengali occasion Bangladesh Betar telecasts special progams for each occasion
and makes us the part of the celebration. Weather telecast is only telecasted in Bangladesh
Betar.
Enchancing latent chemistry:
Bangladesh betar will help us to rejuvenate our memories that we often skip because of our
mechanical life.
Our life has turned into a mechanical life where we forget the value of our relationships and
Bangladesh betar will play a vital role in reviving those relations.
Bangladesh Betar telecasts shows which reminds us the importance of our friendship and
relationships. Listening to the 70’s and 90’s music may rekindle emotions in many people
and help them in understanding what they are missing in their passing time. Telecasts of
cricket matches bring everyone together.

11. TARGET MARKETOF “BANGLADESH BETAR”
TARGET MARKET:
As BANGLADESH BETAR is our NATIONAL RADIO CHANNEL, our aim is to target the
whole BANGLADESH ,specially the URBAN YOUTH GENERATION.We will run
different kinds of programmes so that we can improve our BRAND VALUE and let the
urban people know about it specially.As BANGLADESH BETAR has lost its previous glory
and most of the urban people does not listen to our NATIONAL RADIO CHANNEL,so we
will reposition the whole BRAND to catch the attention of the urban people,specially the
young generation and for that reason our target market is the urban people who will be our
new LISTENERS and the rural people who are already our listeners,so our TARGET
MARKET is basically the whole Bangladesh.
DEMOGRAPHIC SEGMENTATION
TYPE CHARACTERISTICS
INCOME Since at present most ofthe traditional
radios are not that much in use,so most of
the listeners ofURBANarea and RURAL
are listen to radios in their mobile phones
and inside the transport vehicle,so we are
targeting the URBANPEOPLEand
RURAL people with a family monthly
income ofBDT 10000 OR above.
OCCUPATION We are targeting all groups ofpeople ,the
old aged people who are retired service

12. holders, the middle aged people who are
corporate people ,housewifes,and the
younger generation who are students.But
specially the young generation ofthe
URBAN area .
GENDER Both FEMALE and MALE are our target
market.
AGE As we have already mentioned above that
our target market is for all, so our target
age ranges from 12 to 73 above.
GEOGRAPHIC SEGMENTATION
TYPE CHARACTERISTICS
DIVISION All divisions which includes DHAKA,
CHITTAGONG ,KHULNA, SYLHET,
BARISHAL ,RAJSHAHI, RANGPUR.
PLACE URBAN and RURAL areas of all the
selecteddivisions of BANGLADESH.
BEHAVIORAL SEGMENTATION
TYPE CHARACTERISTICS
OCCUPATION Students , Service holders, Retired
persons, Businessman, Corporate people ,
unemployed people .
ATTITUDE TOWARDS OURPRODUCT The attitude towards our National radio
channel is POSITIVE, EMOTIONAL,
FULL OF GLORYand PRIDE.
USER RATE HIGHER than the other radio channels.
PSYCHOLOGICAL SEGMENTATION
TYPE CHARACTERISTICS

13. SOCIAL CLASS All classes ofpeople ,but we are targeting
specially the upper class and middle class
people as the lower class people is not that
much inclined towards this side.
PERSONALITY Specially ENTERTAINMENT AND
NEWS oriented personalities who wants to
knowabout the latest happenings ofthe
country and outside the world.
IMC OBJECTIVES
ADVERTISING:
We want to achieve 55% of sales growth through our ADVERTISING within 7
months.Through the advertising tools we want to increase AWARENESS by 85% within 10
months.We also want to increase our BRAND preference by by 45% by 6 months through
this campaign.
SALES PROMOTION:
1) Through SALES PROMOTION we want to INCREASE 65% PURCHASE by next 7
months.

14. 2) Through this campaign we want to INCREASE 40% LIKING by next 3 months.
INTERACTIVEMARKETING:
1) By interactive marketing we want to increase REACH by 70% within 3 months.
2) By the next year that is DECEMBER 2016 we want to INCREASE CONVICTION
and PURCHASE BY 60% THROUGH INTERNET MARKETING.
PUBLIC RELATION:
1)We want to increase AWARENESS by 80% within 7 months using this tool.
2) By PR event we are willing to increase our REACH and LIKING by 73% by next 4
months.
3) We want to increase our BRAND PREFERENCES BY 42% WITHIN DECEMBER 2016.
CONTACT POINTS

15. INTERNET:
The PRESENT ERA is the ERA OF INTERNET COMMUNICATION and it is the most
effective contact points to reach our TARGET MARKET because almost 90% of URBAN
EDUCATED PEOPLE uses INTERNET .So we will open our OFFICIAL WEBSITE where
our customers can learn about EVERY PROGRAMME and also can heard them online. Our
RJ’s will talk to their listeners online live. We will also run some online contests to keep our
target market engaged on our website. All our PROGRAMMES will also be available on our
official website too.
MOBILEPHONE:
Our life is impossible without our mobile phones. Almost 95% of our population uses cell
phones and among them 85% of the phones have RADIOS in them .We will make new
MOBILE APPS FOR ANDROID and APPLE users with some extra benefits like more
frequent users through that particular MOBILE APP will get the CHANCE to personally
meet their FAVOURITE CELEBRITY OR TO COME INTO BANGLADESH BETAR
STUDIO in PERSON on a programme.Thus we can create a HYPE in the MARKET.

16. POPULAR PLACES:
We will open some stalls in the POPULAR PLACES like BASHUNDHARA CITY,
JAMUNA FUTURE PARK, INFRONT OF UNIVERSITIES LIKE, NORTH SOUTH
,BRAC,AIUB, AUST and also infront of schools and colleges and also infront of the local
bus stations, train stations to grab the attention of the customers.
DIRECT CONTACT:
It is not possible for us to know about INDIVIDUAL CUSTOMER, their specific need
,demands, complains.So we will provide OUR OFFICIAL EMAIL ADDRESS to them so
that we can heard about them individually.We will also provide them the EMAIL
ADDRESSES of our RJ’S and the REPORTERS of our news so that they can directly
communicate with them and share their opinions.

17. IMC TOOLS
TVC
TVC is the most popular way of promoting a product. For our Radio Channel “Bangladesh
Betar” we have made a TVC that will telecast almost every channel in Bangladesh.
We wish we will be able to show the TVC to all out target people; As TVC has a good
coverage area and almost all family of Bangladesh. We can assure that we will get a good
reach. Besides its good coverage it is cost effective too. For the lst two weeks we will have
good frequency for our TVC, after 2 weeks we will telecast our TVC at least 2 times in a day
in the selected TV channels.
Through the ad we want to encourage people to change their mindset regarding Bangladesh
Betar.
Internet Marketing
 Display Advertisement: Now a day’s internet is the easiest way to capture customers
to inform them about the product. We will advertise in the Bangladeshi websites to let
the target people know about the rebranding of our channel.
 Social Media Marketing: Now a day’s Facebook, Blogs etc are very popular among
public all around the world. It is the best way to inform people and gain customers.
We will open a new page named “Jibon k bhalobashun, notun kore” where we will
publish all our telecast schedule and regular updates. Besides we will also publish
daily news online. People may ask question and get their reply through social media

18. sites. Besides blogs play an important role in attracting customers. People can rate our
channel and say their opinion through blog.
 Video/Viral Marketing: we can also post our TVC in social Medias and YouTube to
capture customer attraction which will inform so many things about how we have
rebranded Bangladesh Betar and what’s new. It will increase our brand preference; it
is a viable method to attracting customers.
Different Form of Internet Marketing
 Behavioral Targeting: Tracking customer’s cookies and sending the ads is a good
way to motivate customers to make interest about our service. The people who are
interested to listen to Bangladesh Betar will be benefitted by the behavioral targeting.
 Pop ups: When people will browse internet for news information. We will send pop-
ups to them, we will send the same ad that we sent in behavioral targeting as pop ups.
Mobile Marketing
Mobile marketing is also an effective marketing system for any kinds of product. We will
send updates via many ways
 SMS: Nowadays the youth people are much more dependent on mobile. Most young
people pass their time using their mobiles. It will be very effective if we send sms to
people about our service AND PROGRAMMES.
 Apps: we already have an app for our campaign, By the software people we will
create a software which will redirect to a link through which people can listen to our
online radio.And we will provide REWARDS to our regular customers,like there will
be a game for IQ QUESTION ANSWERS regarding BANGLADESH BETAR
HISTORY, the listener through this MOBILE APP OF BANGLADESH HAS TO
ANSWER THE QUESTIONS, if the listener is right she/he will be given a nice gift
like CELL PHONES, LAPTOPS OR TRIP TO FOREIGN COUNTRIES.
Support Media
 Aerial Advertisement: We will tie some Gas balloon in motijheel, dhanmondi.
Gulshan Jatrabari and Bashundhara to let people know about Bangladesh Betar.
“Jibon ke Bhalobashun, Notun Kore" will be written in the Gas Balloon. People will
come to know that our channel has been rebranded. Besides this location we will tie
gas ballons in all over Bangladesh at the busiest points of the cities.
 OUTDOOR FURNITURE: At the bus stand ON DIFFERENT LOCATIONS OF
BANGLADESH we will make a RADIO BOX AND ON THAT BOX THERE will
be some QR CODES ,so the people who are waiting on the line for bus can SCAN
THE QR CODES AND THEN LISTEN to their specific favourite songs.

19.  Regular Billboards: About 20 3D billboards will be hired across Dhaka and
Chittagong, KHULNA ,BARISHAL,SYLHET, RAJSHAHI, RANGPUR for 7
months for our promotion.
FlashMob: FLASH MOB:
The FLASH MOB that we are preparing here is full of DRAMA and EMOTION. The
FLASH MOB will be conducted in a famous shopping mall like BASHUNDHARA CITY
shopping mall and JAMUNA FUTURE PARK during FRIDAY as most people visit there on
the weekeneds AND inside the UNIVERSITY CAMPUS DURING WEEK DAYS.The story
will be like this:
A GIRL is standing at the corner of the MARKET/ UNIVERSITY crying loudly.So
everybody notices her instantly Suddenly a boy came to her and tried to convince her to go
with her and the girl started arguing with him in a very bad way.Then another little boy come
towards them running by observing their fights,the little boy started crying watching their
parents fighting .In this whole time there has been already a huge crowd piling up around
them. Out of nowhere a kidnapper shows up and he kidnaps the little child from the crowd
when his parents were busy in FIGHTING WITH EACH OTHER. Suddenly the girl notices
that her child is missing and then she started running throughout the whole
MARKET/UNIVERSITY, and the boy also ran after her looking for their child.The girl
called her parents and then the MARKET/UNIVERSITY authority ANNOUNCES on the
mike that A Boy got missing please if anybody could find a boy who is 6 years old ,wearing a
red shirt and blue jeans to please contact with the authority,the boy’s name is ZARAB.The
girl and the boy ran through the whole market/university .After a few minutes their
GRANDFATHER AND GRANDMOTHER shows up inside the
MARKET/UNIVERSITY,THE girl gets senseless and the boy started crying holding her
wife asking everyone to find their child. A big HUSTLE was created in the location, then
suddenly HIS GRANDFATHER shouted “ I SAW ZARAB,OVER THERE?” and the
kidnapper started running again in the market,POLICE CAME OVER in the meantime and
everybody inside the market is in SHOCK,THEN the POLICE CAPTURES the kidnapper
and brings the child to their parents and ON THE MARKET/UNIVERSITY MIKE A SONG
GOT PLAYED And AN RJ FROM BANGLADESH BETAR WAS ON AIR “
APPRECIATE THE RELATIONSHIPS YOU HAVE IN YOUR LIFE, LEARN TO LOVE
YOUR LIFE AGAIN IN A NEW WAY BECAUSE WHATEVER WE HAVE IS VERY
PRECIOUS, WHEN WE HAVE IT WE DO NOT UNDERSTAND THE VALUE OF IT,
WHEN ITS GONE WE CAN ONLY REGRET,SO LEARN TO LOVE YOUR LIFE
AGAIN BY GIVING VALUE TO YOUR OLD RELATIONSHIPS”. That will be the end of
this flash mob and everybody will be touched by the MEETING SCENE OF THE MOTHER
AND THE CHILD.

20. Sales Promotion
Sales promotion can be done by two ways
 Consumer oriented Promotion
 Trade oriented promotion
Consumer OrientedPromotion:
 RADIO PROGRAMMES:
TALK SHOW: We will arrange live talk shows between CELEBRITY and our
LISTENERS EVERY week.
 LIVE COMMENTARY ON INTERNATIONAL CRICKET: We will arrange live
commentary on various INTERNATIONAL CRICKET MATCH and one lucky
winner of our regular listener will share the commentary chair with our host,that
will be decided by a CONTEST.
 LIVE STALLS AT FOOD FESTIVALS: We will arrange live stalls at different food
festivals where there will be various gaming fascilities for our listeners and there will
be rewards too.

21.  MOBILE MARKETING: WE will arrange some HORSE CARRIAGES TO roam
around the divisions PROMOTING BANGLADESH BETAR and also hire some
ACROBATS TO PERFORM LIVE ON THE STREET.
 Trade Oriented Promotion:
Trade Show: Trade show is a good opportunity to capture customer value. As we have
completely rebranded Bangladesh Betar, it is very effective for this.We will arrange BIG
CONTESTS ON DIFFERENT POPULAR ZONES OF THE BANGLADESH.We will call
upon press conferences where different celebrities will be there and they will talk about our
different shows and on that shows the normal people can also participate by sharing their
MEMORIES realted to BANGLADESH BETAR and we will call upon THE LIBERATION
WAR HEROS TO SHARE THEIR EXPERIENCES with the audience
Media partner: We will sponsor shows in some channels for example NTV, ATN
BANGLA , CHANNEL I TELEVISION CHANNEL AND also on DIFFERENT non
government radio channels like RADIO FOORTI , RADIO TODAY, ABC RADIO.
BESIDES we will also give our PRINT AD on DAILY STAR , PROTHOM ALO, DHAKA
TRIBUNE,MIRROR.
 Public Relation and Publicity
We will telecast our TVC in YouTube and other social networks. This will aware people and
make them more interested to listen to Bangladesh Betar which will also increase our brand
popularity in this way we can increase publicity and make our it more demanding. We will
organize more small campaign based on “ Jibon ke Bhalobashun Notun Kore” and create
more awareness.
And we will arrange special RADIO PROGRAMMES for our audiences by going on
STREET AND RECORDING THEIR OPINION AND PROBLEMS REGARDING THEIR
CITY,thus we can directly connect to our customers,tht programme will be telecasted on AIR
which will bring us huge publicity.
DEVELOPMENTOF THE AD:
Story line of TVC ad
TEASER 1:

22.  OLD COUPLE:
The story started in 70’s, a beautiful girl came through the door of university library.It was
the time of WAR and a BOY was sitting just at the side of the door and when he saw the
girl,He stared at her with mesmerized eyes and thought “how a person can be so beautiful”,
as it was the time of war they could not talk properly as tension was in the atmosphere.
Location:UNIVERSITY CAMPUS
TIMELINE:DURING THE WAR TIME
THEME: LOVE AT THE TIME OF WAR
BRAND PERSONALITY :PRRIDERELOADED as Bangladeshbetar was present
at the time of war inspiring people not tolose hope on life and keepgoing on
forward.
 MECHANICAL COUPLE:
The story started in early 90’s,two people fell in love with each other and they got married
but with the passing time their married life became monotonous and husband became so busy
with works that he does not give any time to his wife and their life became mechanical and
there is no spark .So during having a regular lunch time the wife was staring at the husband
and the husband was not paying any attention to his wife.After observing for few minutes
wife gets annoyed and told her husband “ SALAD TA PASS KORO TO”
LOCATION: ATHOMEINSIDE THE DINING ROOM
TIMELINE:2015 ATPRESENT
THEME: RELATIONSHIPwhichare being faded by passing time
BRAND PERSONALITY:As aMOOD ENHANCER toaddup sparks in the
existing fadedrelationship.
 FRIENDS:

23. A group of friends where there has been some problems going on,one girl among them got
separated from the group. A boy from that group came along and told her to listen to
something on the headphone.
LOCATION:UNIVERSITY CAMPUS
TIMELINE:2015 ATPRESENT
THEME: MISPLACED trust betweenoldfriends andtheir friendshipproblems
BRAND PERSONALITY:As aCOMPANIONandFRIEND BANGLADESH BETAR
will helpthe people and will give the people a NEWCHANCEtoSTRENGTHEN
the old friendshipwhichis broken.
TEASER 2:
 OLD COUPLE:
The old couple from 70’s were married now at present and they had a fight, so the old lady
left home. Then in the evening the old man was sitting in the balcony and having a cup of tea
and suddenly his GRANDSON came in and told him to listen to a song in the radio, The
song reminded the old man about the old LOVE with his wife and the CHEMISTRY THAT
THEY HAD IN THE PAST DAYS and all their good memories, then the grandson give him
his phone when her wife called.

24. BANGLADESH BETAR is REKINDLING the oldLOVEAMONG THIS COUPLE BY
PLAYING A SONG.
SONG:EKI SHONAR ALOY JIBON VORIYEDILE
MECHANICAL COUPLE;
After passing the salad husband looked at her wife as a song got played in the radio of their
dining room, “ACCHA ,TUMI ETO RAG KORE THAKO KENO BOLOTO, AGETO
TUMI ETO RAAG KORTE NA ,TUMITO AGE EI GAAN TA SHUNLEI HESHE DITE”
the wife stared at her husband and SMILES.
BANGLADESH BETAR hereis playing the role of mood enhancer and
REVIVING HAPPINESS ,LOVEAND FUN BETWEEN THIS MECHANICAL
COUPLE’S LIFE.
SONG:PORENA CHOKHER POLOK, KI TOMAR RUPER JHOLOK
FRIENDS:
THE girl listens to the song IN THE radio which was the favourite song of their frirnd group
and smiles and all her friends came to her saying” EIBAR TO HASH , AR KOTO RAG
KORE THAKBI?
BANGLADESH betar is playing the role of a FRIEND and a COMPANION WHO WILL
add SPARKS in our FRIENDSHIP AND HELP THEM TO rebuild THEM AGAIN.
SONG:CHOLO SHOBAI ,JIBONER AHOBANESHAMNEEGIYEJAW
Sources
For the TVC of Bangladesh betar we use indirect source. An indirect source is where the
model does not actually directly talk about the product or service rather draws attention to the
subject and enhances its attraction through various ways.
We want to increase the credibility of our TVC by using indirect sources. In our TVC we will
take uncommon faces with which our target market can easily relate them. This will be more

25. creditable and thus people will be inspired to listen to Bangladesh betar . As marketers we
know that people like those models which are related to them. So applying similarly with the
lives of our target audience will enhance favorable response for Bangladesh betar
Message
Message is the main information, meaning, and idea the sources of a promotional activity
want to convey. Our messages are very clear and related. They are:
 Cherish your own culture. Sometimes, the relationship that we have fades away with
time. We need some motivation to constantly remind us that whatever relationships
we had in our life are very special.
 Bangladesh betar will act as a reminder that we need to revive the sparks in every
relationship that we had in our life
 Lastly, it will help us to build up our latent chemistry
Advertising appeal
Advertising appeal refers to the approach used to attract the attention of customer and to
influence their feelings towards the product and services. Different types of advertising
appeals are there to attract customers.
For TVC of Bangladesh betar we use emotional and informational appeals.
For emotional appeal we used both individuals self related feelings and individuals group
related feelings, love, affection, happiness, joy, excitement etc. are used for exhibiting group
related feelings. We want feel the target market the emotion of their life
informational appeal are appeals focus on the consumer's practical, functional or utilitarian
need for the product or service and/or specific reasons for owning a particular brand. We
have ualso used informational appeal in our treasures which focus on the consumer needs so
that they can relate with their life.
THEME
Our story is fully based on EMOTION. So our main theme is emotional. There is full of
emotion in our story as well as in the treasures.
TAGLINE:
“JIBONKE VALOBASHUN NOTUN KORE”

26. Slogan
Slogan is the basic sentence that will explain the whole of product. For Bangladesh betar the
slogan is “Shara desh jurey amra achi apnader pashe” by this statement we are ensuring that
we will always be by their side doesn’t matter at which corner of Bangladesh they are we will
provide the best network everywhere inside Bangladesh. And our main motive will be to be a
companion when they are lonely to play the role of a mood enhancer when they are feeling
down and to maintain the glory of our nation from the beginning till the end.
Major selling ideas
Major selling ideas of our advertising will be based on our Unique Selling Proposition.
Which is :
 Mood Enhancer:
We will broadcast various fun programs and as well as knowledgeable programs. It will
be fun box for the listeners. We are focusing on the interests of the youth. Here they well
find unique entertainment, support they think they lack, guidelines to achieve their
dreams, solutions to many of their problems etc. In our TVC, the youth has always been
our prime audience and whenever and whatever the situation anyone’s in, Bangladesh
Betar was and is always there by our side to make us feel better and cherish the best
moments of our life together with Bangladesh Betar.
 Break from hectic life:
Our lives are becoming more mechanical by the day. We are so focused on earning for
happiness that we are actually forgetting to live it. Bangladesh Betar will help us set our
priorities right. It will show us the small moments we are missing out on. Our TVC has
in fact showed how the mechanical relationship has been eating away our family
bonding and also how we can rekindle it. There will be various programs that will give
us a break and enjoy the exciting programs like reality tv shows etc.
 True Friend:
The definition of true friend is someone who’s always there for the other. Bangladesh
Betar focuses on being just that. It will cheer up the mood of the listener through its best
selection of programs. It will always be listening to its listeners, to their requests and
needs and helping them out whenever they need. It has always lift our mood, during the
hard times like war, movement for mother tongue, during sad times like quarrels
between friends and family and was also there during the times of our happiness and
watched from the sidelines. Our TVC depicts all these.
 High quality network
We have a high quality network all over the country. People travelling all over the
country can listen to Bangladesh Betar without facing any network problem. Other
radio channels cannot provide a good quality network all over the country that we can
provide.

27.  Worldwide network
We provide the world wide network by the help of WORLD RADIO NATWORKL by which
people living overseas can listen to Bangladesh Betar . WORLD RADIO NETWORK Is an
international broadcast services company based in the United Kingdom that works with
television channels and radio broadcasters, media owners and brands enabling them to deliver
content to target audiences worldwide.
Execution style
We have used two execution style they are slice of life and dramatization.
 Slice of life: This Advertising will solve many problems in people lives. This ad
shows how people can solve their personal, family problems in their life. There are
much more things to be learned from our advertising which will solve many of the
problems.
 Dramatization: We dramatized the story by not approaching straight. It has been
observed that people can be emotionally influenced easily so as per our strategy we
tried to make this campaign emotion and dramatized so that people listen to
Bangladesh betar.
MEDIA STRATEGY:
Budget
MEDIAMIX TABLE:
Types of
Media
Sub type Platform
s
Channel
s/ name
of the
publicati
on
Spot
Timing
Placeme-
nt Media
vehicle
Timing
of airing
the ad
Daily
Frequen
cy
Time
frame of
the
campaig
n
Personal Digital
Media
Own
websites/
ad on
other
sites
n/a 24/7 www.bdb
etar.com
n/a n/a perpetual
Non-
personal
Electronic TV ATN
Bangla
Just
before
News
News 8am-
10:30am
5-11pm
4 7 months

28. Types of
Media
Sub type Platform
s
Channel
s/ name
of the
publicati
on
Spot
Timing
Placeme-
nt Media
vehicle
Timing
of airing
the ad
Daily
Frequen
cy
Time
frame of
the
campaig
n
Channel i 2nd mid
break of
news
News 8-10:30
am
5-11pm
4 7 months
NTV Just
before
News
News 8-10:30
am
5-11pm
4 7 months
Radio Radio
Foorti
Just
Before
show and
2nd mid
of breaks
Bhoot fm
and other
popular
shows
12am-
2am
5 7 months
Radio
Today
n/a Random 6pm-
12:30am
5 7 months
ABC
Radio
n/a Random 6pm-
12:30am
5 7 months
Print
News
paper
The Daily
Star
n/a Front
page,
Color,
Friday
only
n/a Once n/a
The Daily
Prothom
Alo
n/a Back
page
n/a Once n/a
Magazine
Mirror n/a Once n/a
Dhaka
Tribune
n/a Once n/a
Geographic Coverage:
Coverage Location- We are targeting all the youths of Bangladesh, especially urban
youths. We are going to cover all the 64 districts.

29. As such, we don’t have to calculate CDI, BDI or BPI.
Gross Rating Point-
GRP= Reach*Frequency
With 4 exposures, we would get 80*4=320 %
Target Rating Point-
TRP= GRP* Estimate % of the target market
Target audience is 73%.
so TRP= 320*.73= 233.6%
 Scheduling We will promote Bangladesh Betar by continuity method. So we should
let people know and make believe that this is the best product. So we are aiming to
show our TVC frequently. We will telecast at least 3 to 4 times in different TV
channels per day. Thus this will help to attract our target audience.
 Reach We want to reach of our target market by next three months. So we need to
expose as much as possible. We will place the Ad in different media vehicle and aim
to get the full attention of the audience. We are planning to obtain ‘Duplicated Reach’
and ‘Unduplicated Reach’. We will place the same Ad in different media vehicle in
same time e so that we can capture all of our target customers.
 Expected Reach: Market research has shown that there are approximately 10 crore
household with tv sets and the standard program rating is 80% since we are
targeting urban youths.
 Creativity and Mood we will buy time slot before and after all tv news and talk
show. For example, Tritiyo Matra in Cannel I, 10PM News in NTV etc. during the
break hour of those programs, people will see the ad and will inspire to listen to
Bangladesh Betar.
 Flexibility our market opportunities and threats are:
Opportunities:
 Best quality network in the country
 Largest reach in the whole country than any other radio channels
 Worldwide Network Coverage
Threats:

30.  There are lots of radio channels which are quite popular among the customers
like Radio Foorti, Radio Aamar etc.
Budget
Budgeting is a key aspect of IMC. Money spent in the wrong channel means that the message
may not reach the target audience or they may receive the wrong message. Furthermore
advertising, PR, sales promotion and others areas of IMC do not come cheap so care needs to
be taken while allocation the budget communicating budget to ensure that the returns on the
spend are worthwhile.
 To control resource
 To communicate plans to various responsibility center managers.
 To evaluate the performance of managers
 To provide visibility into the company’s performance
Budget Sheet:

31. Description Duration Cost per Unit
(BDT)
Cost/exposure
(BDT)
Exposures Total(BDT)
TVC BDT per
min/page
ATN Bangla 53 secs 27,000 23,850 4 95,400
Channel i 53 secs 42,000 37,100 4 148,400
NTV 53 secs Just before
news-
48,000
42,400 4 169,600
Total 413,400
Radio
Radio Foorti 53 secs 4,000 3,534 5 17,670
Radio Today 53 secs 3,125 2,761 5 13,805
ABC Radio 53 secs 46.25/s 2,452 5 12,260
Total 43,735
News Paper
The Daily Star 12,000 Front
page, Color,
Friday only
1(half) 6,000
Daily Prothom
Alo
16,000 Back
page
1(half) 8,000
Magazine
Dhaka Tribune 10,000, Front
page
Half 5,000
Mirror 6,000 Half 3,000

32. Description Duration Cost per Unit
(BDT)
Cost/exposure
(BDT)
Exposures Total(BDT)
Total 22,000
BDT Total
Estimation
479,135/=
For 7 months, the cost would be 3,353,945 BDT only.
Relative Cost
For TVC:
ATN Bangla-
95400/(75*.73)= 1742.46 BDT
Channel i-
148400/(78*.73)= 2606.25 BDT
NTV-
169,600/(80*.73)= 2904.11 BDT
For Radio:
Radio Foorti-
17670/(65*.35) =777 BDT
Radio Today-
13805/(55*.25)= 1285 BDT
ABC Radio-
12260/(50*.30)= 817 BDT
Newspaper:
Daily Prothom Alo-
8000*1000/(800000*.7)= 80 BDT
The Daily Star-
6000*1000/(600000*.65)= 15 BDT
For Magazine:
Mirror-
3000*1000/(150000*.35)= 57 BDT
Dhaka Tribune-
5000*1000/(250000*.40)= 50 BDT

33. Best MV for the campaign- By comparing the results, we have found that for,
Television: ATN Bangla would be the best choice.
Radio: Radio Foorti.
Google Ad:
These datas are assumed and based on this, the calculation is given below:
Max bid x Quality score= Ad rank
$2 x 7.5= $15
Price= ad rank below our company/Our Quality Score
$13/7.5+.01= $1.74
The quality score was quite good, because it was up to the mark. This is so as out TVC’s
content, story, creativity and other important factors were liked by Google.
The cost we face here is: $1.74 x 78.27= 136.18
This is to be paid based on per click. We assume that this will get 57 clicks per day. As such,
our cost would be 233,586 BDT only per month. For 7 months, it would be 1,635,102 BDT
only.
YouTube Ad:
We are aiming for the ad to appear in In-search and In-display formats. This TVC will appear
whenever someone searches for emotional ads, Bangladeshi top ads, Creative ads, radio
commercials, sports, old songs etc. The cost is $0.2 per view.
So total cost would be, 78.27 x .2 x 57 x 30= 26,768.34 BDT and 187,378.38 BDT only, for 7
months.
Media type Sub type BDT per month BDT for 7 months
Support media Leaflets 30,000 210,000
Billboards 575,000 4,025,000
Mobile Billboards 35,000 245,000
Outdoor Furniture
(customized)
20,000 140,000
Total 4,620,000
Digital Media Google 233,586 1,635,102
YouTube 26,768.34 187,378.38
Official website 13,000 91,000

34. Media type Sub type BDT per month BDT for 7 months
Total 1,913,480.38
Production Budget-
Pre-production BDT
Director 60,000
Production company 150,000
Wardrobes 35,000
Location(Indoor and outdoor) 30,000
Casting(amateur- young and old) 89,000
Audio and Recording 26,000
Script 10,000
Total 400,000
Production BDT
Food 7,000
Camera+Camera man 30,000
Light+Light man 18,000
Transport 20,000
Maintenance people 20,000
Other Instruments 10,000
Miscellaneous 7,000
Total 112,000
Post Production BDT
Editing 23,000

35. Post Production BDT
Processing 12,000
Recording Sound Effects 10,000
Audio/Video Mix 14,000
Total 59,000
Total Campaign
Budget
BDT
Media Budget Television Media 2,893,800
Radio Media 306,145
Print Media 154,000
Support Media 4,620,000
Digital Media 1,913,480.38
Total 9,887,425.38
Production Budget Pre-production 400,000
Production 112,000
Post-production 59,000
Total 571,000
Grand Total 10,458,425.38
Evaluation: IMC tools that have been used here, provides a very good chance of capturing
the target market within the time frame of the campaign. As we are going for mass
marketing, these IMC tools will play a huge role in retaining those customers as well.

36. Because our budget is high enough, it is possible to pull off this huge campaign and come
out successful. Through our selected IMC tools and carefully selected media vehicles and
channels, after research and analyzing given data, we can assume to capture the radio
channel market once again. And because of our USPs, we are likely to remain the market
leader for many time to come.
Conclusion: Bangladesh Betar has a high possibility of attaining and retaining the youth of
the
country by introducing various new and improved programs. We are trying to make sure that
Bangladesh Betar is repositioned in such a way that everyone, home and
abroad(Bangladeshis) can enjoy Bangladesh Betar, radio at that matter anywhere, anytime.
It has the best coverage and going to air variety of programs. It is no doubt that other radio
channels are way ahead, but they cannot cover the whole Bangladesh, which is the most
vital point of our strategy, that is our USP along with world wide coverage and other factors
such as true friend, break from hectic life etc. This report shows that the budget is well within
range and our points are effective enough to catch the attention of our target audience. Our
TVC is going to do that very nicely.
RECOMMENDATION:
This entire report set forth an IMC CAMPAIGN FOR our NATIONAL RADIO CHANNEL
“BANGLADESH BETAR” “ JIBONKE VALOBASHUN NOTUN KORE”. It is also an image
building campaign for BANGLADESH BETAR.we hope we will be able to reach our target
audience throughout the country through this campaign.The success of this campaign will
depend on proper use of all the IMC TOOLS,INCREASING PUBLIC INTERACTION AND
THEN creating an accepted compact media mix strategy.As the main goal of this campaign
is REPOSITIONING THE BRAND and make it suitable for the URBAN POPULATION so by
focusing proper media strategy will ensure the REAL success of this entire IMC
CAMPAIGN.
BIBLIOGRAPHY:
1. http://ntvbd.tv/ntvbd.com/rate_card.htm
2. https://allmedialink.com/ad-rate-electronic-media/
3. Belch G & Belch M, Advertising and Promotion, An Integrated Marketing Communication
Perceptive, 10th edition
4. Clow, K E Baack D, Integrated Advertising, Promotion and Marketing Communication, 4th
edition
5. http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
6. http://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost