Internship report

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Letter of Transmittal
April 05, 2014
To
Mohammad Anwar Hossain
Assistant Professor
Department of Marketing University of Dhaka
Subject: Submission of Internship Report
Dear Sir,
I am very much grateful to you for presenting herewith the internship report, as partial
fulfillment of the Bachelor of Business Administration [BBA] program requirement. It is really
an enormous prospect for me to congregate vast information and grasp the subject matter in an
appropriate way. This report gave me the opportunity to know the practical knowledge about
“promotion strategy” an attempt has been made in this report to identify the basic information
and preventive measures about promotion strategy of S-FONE in Bangladesh with Bangla China
Telecom. I have tried my best to fulfill the requirements of this report. I am not anticipating that
my analysis will assist you to provide a clear idea about ongoing promotion strategy of S-FONE
of Bangla China Telecom. But you will find this report praiseworthy as I have put my best effort
and labor on it.
I am highly obliged to you for your valuable guidance and constant attention on my internship
and when required in accomplishing this report. I shall be pleased to answer any sort of query if
you think necessary.
Yours obediently,
Abdulla Al- Towfiq Hasan
Roll no - 76
16th batch
Department of Marketing
University of Dhaka

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Acknowledgement
I would like to express my gratitude to all the people that were involved both directly and
indirectly in the preparation of this report. I apologize to the people whose names that I have not
mentioned, and their contribution is highly appreciated and solicited by me.
At first, I am grateful to almighty Allah as I have completed my internship report. I would like to
give special thank my academic supervisor Mohammad Anwar Hossain Assistant Professor,
Department of Marketing, University of Dhaka for guiding me and for giving me the opportunity
to initiate this report. More specifically, I would like to thank him for imparting his time and
wisdom.
I want to thank all the officials of S-FONE with Bangla China Telecom who were involved. I
would especially like to thank Sardar Mostafa Ali (AGM), Abdus Sukur (Marketing Officer)
& Md. Moshiur Rahman (Sales Officer) of Head office of S-FONE with Bangla China
Telecom,Nasir Trade Centre, 89, Bir Uttam C.R Dutta road, Dhaka-1205,Dhaka, for giving me
time and sharing their thoughts and insights regarding their Promotion strategy and sales strategy
as a whole. I would like to thank them for giving me the required information to commence this
report and for providing the permission to do the required report work.
Finally, I would like to thank all of the concerned people whose influence and inspiration has
enabled me to complete this report.

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Executive Summary
The report is originated in result of my internship program which I have done as a requirement of
BBA program. This report is completed based on my 10 weeks internship in S-FONE with
Bangla China Telecom. This is an descriptive report that contains the real life day to day
experience about the promotion strategy and the promotional activities of S-FONE with Bangla
China Telecom at Nasir Trade Centre, 89, Bir Uttam C.R Dutta road, Dhaka-1205,Dhaka.
In recognition of the fact that Mobile handset company in our company and the world are very
competitive in nature. So the S-FONE with Bangla China Telecom uses different promotional
tools for their product promotion and the offering some new strategies to capture the whole
market of the telecommunication in a great extent. So S-FONE with Bangla China Telecom uses
promotional tactics in different way to combat the product positioning problem and the
promotional problem in great deals.
The objective of this report and the internship study is to analyze how S-FONE with Bangla
China Telecom treats the promotional activities as a company profit making and the company
success issues along with other strategies of that company. To prepare this report both primary
and secondary sources of data have been used. The first section of this report consists of an
introductory part which has been developed for the proper execution of the entire report. In
Chapter 02, I discussed about the methodology aspects of the report making. In chapter 03, I
discussed about organization and their vision and mission and their performance in the market
with competitive market in a great extent. The chapter 04 is discussed an over view of mobile
hand set market and promotional activities in Bangladesh. And in chapter 05 is discussed about
the Applying Theoretical aspect of the study on S-FONE. The remaining part consisted of
Chapter, 06, 07, 08 & 09 there is the Evaluation and showing the ways how S-FONE uses the
promotional strategies capture the market and gain awareness of the customers. Basically this
report is based on actual information on promotion strategies that the S-FONEuses.

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Table of Contents
Chapter one: Introduction...................................................................................................................7
1.1. Introduction:............................................................................................................................7
1.2. Background of the study:..........................................................................................................7
1.3. Objectives of the study:............................................................................................................8
2. Chapter Two: Methodology aspect ..................................................................................................8
2.1 Methodology:...........................................................................................................................8
2.2 scope of the study:....................................................................................................................9
2.3 limitations of the study:...........................................................................................................10
3. Chapter three: Corporate profile at a glance...................................................................................10
3.1 Background of S-FONE:............................................................................................................10
3.2 Vision statement:....................................................................................................................11
3.4 Mission statement:..................................................................................................................11
4. Chapter four: An over view of mobile hand set market and promotional activities in Bangladesh. .....11
4.1 The mobile handset market: Bangladesh ..................................................................................12
4.2. Product list of S-FONE in Bangladesh:......................................................................................14
4.3. Accessories of S-FONE:...........................................................................................................19
4.4 .S-FONE promotion process andits challenges:.........................................................................20
5. Chapter five: Applying Theoretical aspect of the study on S-FONE:...................................................21
5.1. Theoretical Background..........................................................................................................21
5.2. What is promotion?................................................................................................................23
5.3. Promotional mix/tools:...........................................................................................................24
5.4. Advertising:............................................................................................................................25
5.6. Mode of Advertising used by S-FONE:......................................................................................26
5.7. Advertising medium used by S-FONE:......................................................................................27
5.8. Sales promotion:....................................................................................................................30
5.9. Mode of Sales promotion used by S-FONE:..............................................................................31
5.10. Public Relation: ....................................................................................................................34
5.11. Personal Selling:...................................................................................................................36

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5.12. Personal selling strategies:....................................................................................................36
5.13. Personal selling types used by S-FONE:..................................................................................38
5.14. Nature of Personal Selling of S-FONE sales man:.....................................................................39
5.15. Trade Promotion used by S-FONE:........................................................................................42
6. Chapter six: New promotion strategies launching: ..........................................................................44
6.1. Guidelines for New promotion strategies launching:.................................................................47
6.2. Push Promotion strategy:........................................................................................................48
6.3. Pull Promotion strategy: .........................................................................................................50
6.4. Promotion strategy for new product of S-FONE:.......................................................................52
6.5. Promotional tipsfor launching new promotion strategy of S-FONE:...........................................52
7. Chapter seven: promotion for target customer:..............................................................................55
7.1. Customer segmentation for promotional offer:........................................................................55
7.2. Why Segmentationis importantfor promotional offer: ............................................................56
7.3. How S-FONE segments the marketfor promotional offer:.........................................................57
7.4. S-FONE focuses the segments having:......................................................................................59
7.5. Field- sales forces Trainingfor better promotion of S-FONE:.....................................................63
7.6. Direct to consumer advertising promotion of S-FONE:..............................................................64
8. Chapter eight: Findings of the study:..............................................................................................64
8.1. Specific findings from the S-FONE:...........................................................................................65
9. Chapter nine: Recommendations and con occlusion:.......................................................................66
9.1. Recommendation:..................................................................................................................66
9.2. Conclusion:............................................................................................................................67
10. References:.................................................................................................................................68

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Chapter one: Introduction
1.1. Introduction:
S-FONE is the larger growing mobile handset company in our country and the low developed
company. It is the company that is to be operated in the main city of the Dhaka and distributes
the mobile handsets in the all over the country. S-FONE is the mobile handset company brand
for the economy class in the country in a great extent. I have assigned to participate in the S-
FONE mobile handset company for my internship. And I have assigned the promotion strategy
of S-FONE from my honorable supervisor. In my internship report I will discuss the promotional
tools that the company uses to capture the all market they operated in the country and the main
city of Bangladesh. Here I will show some potential promotional activities that the company
should take for their gaining of the products awareness in the country and the other city level.
The most important promotional tools will be discussed in details of their products and their
other operational activities of S-FONE. Here I will show some brand of the S-FONE that the
company offers as promotional activities. And will evaluate the expenditure that the company
spent on the different means as the promotional activities.
1.2. Backgroundof the study:
Theoretical and practical knowledge does not always move to the same direction. Theory differs
in a great way through its operation and implementation. There is no doubt that to justify the
theoretical knowledge practical orientation has great importance. An internship program brings
the students closer to the practical world. This realization of the university has introduced the
system and provision of internship program for the students of BBA of the University of Dhaka
for better understanding and realization with the practical job environment. In modern business
community we are depending on each other by the fulfilling of national and international
business demand and requirements. Export import and international business filling up the gap
and balanced in national business. All types of promotional activity of S-FONE are related with
the new product launching and international business.

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1.3. Objectives of the study:
Broad objective:
Main objective of this report is to fulfill the requirements of the internship report. Besides
fulfilling the University of Dhaka requirements, this report intends to cover the promotional
strategies for S-FONE.
Specific objectives:
Specific objectives of the study may be spelled out as follow-
o To gain the practical knowledge of applying Promotional strategies.
o To gain the specific knowledge of promotional strategies which can be only applied in
Mobile set company S-FONEmarket for new product development.
o New product development process and how to enter a foreign market.
2. Chapter Two: Methodology aspect
2.1 Methodology:
To conduct the internship in any company and get information about the selected topic
promotional strategy of S-FONE, there is needs for some appropriately relevant information that
is very important. There are two types of data collection, one is primary data collection and
another is secondary data collection. Qualitative research method is applied for collecting
primary sources of data. The study is completed and made report in descriptive nature. But my
report is done on the basis of the personal observation about the S-FONE and the data collection
from the officials of the S-FONE company’s officials in a great extent. So I have collected some
information from S-FONE by talking about the board of directors of the S-FONE and by doing
physical work in that company very smoothly and very consciously.

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Primary sources:
 Observation Method: By observing varies activities, methods, process related to
promotion.
 Interview Method : By interviewing managers, employees, experts and various high
officials of the S-FONEetc.
 By open discussion physically to the company’s chairman for their future promotion
strategy about the S-FONE.
 From present ongoing working in the organization of the S-FONE.
 Informal discussion with organizational promotional department of S-FONE.
 Using Different types of therapeutically tactics to gain information about the S-FONE
workers in a great extent.
Secondary data source:
From the preservation of official data based on S-FONE’s IMS books Journals and other mobile
company promotional activities performed analysis Using Internet and related website.
2.2 scope ofthe study:
To develop my practical knowledge by the internship in S-FONE, I had conducted the
questioning and the working in the office in that organization where I meet the people helps to
expand the communication network which may bring fruitful outcomes in future. I have learnt
how to handle a problematic situation in the case of the promotional strategy of the S-FONE
efficiently by part time working in that organization in a great extent. This internship in the S-
FONE will develop my report writing skills which help me in future and the present situation of
the S-FONE. The internship will help me to find specific strategies of promotional activities of
S-FONE which are applied by Mobile handset company industries for gaining operational
activities in the market and the development of the company product and the company profit in a
great extent.

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2.3 limitations of the study:
The main constrains of my internship program was the time limitation. Three month period is
inadequate to have depth knowledge about Mobile hand set company market. To write a report it
is necessary to select a topic. A well-defined topic reflects what is going on to be discussed
through the report. The topic is “Promotional strategy of S-FONE launched by Bangla china
Telecom” So the major limitation faced to carry out this project was mainly time constraints. It
is really difficult to gather data from the place where people do not know me for a long time.
They have restrictions to disclose some secrete information to other.
Although maximum effort was given to make the study a successful one, but it suffered from
some limitations which were apparently unavoidable, the major limitations are,
o The major limitations of the study are that there is no previous study that has not been
done on the basis of this topic.
o The authority did not disclose some sensitive information for keeping the organization
confidential.
o In their website in the mobile handset company S-FONE, market promotional accepts
and information is limited.
3. Chapter three: Corporate profile at a glance
3.1 Backgroundof S-FONE:
Bangla china Telecom (BCT) is a third generation mobile handset company with license from
BTRC. The company is devoting all its resources to import and Distribution of high Quality
mobile phone handsets. The managements and employees are highly qualified and acquired
profound knowledge and experienced in the line of mobile phone handset industry. Besides this,
qualified and experience foreign and local engineers, t technicians and sales personnel are
employed for ensuring quality products and to give premium service to its customers. It is
assumed that the company will be operated smoothly and efficiently under the capable
management. Bangla china Telecom is introducing new brand to market under the name of
SFONE.

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3.2 Vision statement:
S-FONE has been invented for better communication, Enhance the quality of communication
with solutions that are both innovative and beneficial. Our vision is to create a total brand value
by innovating to deliver customer value and customer leadership faster, better and more
efficiently than our competition. Our vision is being guided by some fundamental principles that
provide the foundation of all our activities.
3.4 Missionstatement:
SFONE is dedicated to delivering the most advanced innovation and technology to the
telecommunication industry. Our motto is to create a link between humans and effective
communication through innovative telecom technology. We will continually communicate with
and learn from our customers in order to improve our products and services. And we will keep
on top of today’s and tomorrow’s technology no matter how fast it moves to ensure our
customers always have the best communication tools available to them.
4. Chapter four: An over view of mobile hand set market
and promotional activitiesin Bangladesh.
Bangladesh is one of the poorest, most densely populated, least developed countries in the world.
Apart from its lowly economic status, major impediments to growth have included frequent
cyclones and floods and the slow implementation of much-needed economic reforms. The
country has a reputation for the inefficiency of its state-owned enterprises. This report looks at
the country’s surprisingly energetic telecoms sector, in particular, the effort that has been going
into building telecom infrastructure and the progress that has been made on regulatory reforms.
Some key measures of the status of telecommunications in Bangladesh are also provided.

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Population:
By July 2008, the total population of Bangladesh is going to be 153,546,901 with a growth rate
2.022%. In July 2007 the growth rate was 2.056%. (CIA World Fact Book 2008) Age structure is
0-14 years: 33.1% (male 25,639,640/female 24,174,937), 15-64 years: 63.4% (male
48,659,087/female 46,712,687), 65 years and over: 3.5% (male 2,818,638/female 2,443,350)
(2007 EST.). Median age of the population is 22.5 years. (ibid)
Communication systems:
Communication in Bangladesh is based on Telephone, mobile communication, TV Broadcast,
Radio, Internet etc. Three types of radio broadcast stations; AM15, FM 13 and shortwave 2.
There are 376 Internet hosts with 10 ISP’s and 450,000 internet users as of the year 2006.
Telephone density is less than 1 per 100 persons. Mobile cellular density is 13 per 100 per
person. The country is introducing digital systems, trunk systems which include VHF and UHF
microwave radio links and some fiber optic links. The country has a link to Europe with SEA-
ME-WE-4 fiber optic submarine cable. (CIA World Fact Book 2008)
Telecom Infrastructure in Bangladesh:
Many foreign investors are now interested to do business in telecom sector in Bangladesh which
reveals that Bangladesh has become a significant hub for telecoms. It has been forecasted that the
average revenue from telecoms sector will be Tk1500crore2 a year. Bangladesh is a country
which is densely populated and also is a flat and easily extends able coverage. The infrastructure
and Tele-density is low which on the other hand made the market a perfect place for telecom
business. The demand is very high and the consumer base is very large but the investment is low
because of the topographic layout. The government has a receptive foreign investment policy
with no restrictions on repatriation of profit. Even though the current infrastructure is not much
developed but it is suitable for foreign investment.
4.1 The mobile handset market: Bangladesh

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In tandem with the growing subscriber base, sales of mobile handsets has increased at a
phenomenal pace. However, nearly 70% of mobile handsets available in the local market have
been entering through informal channels, depriving the Government and importers of a huge
amount of revenue each year. In a serious bid to turn around this drastic situation, the
Bangladesh Government reduced the tax on mobile handset imports from US$22.50 to only
US$4.50 in mid 2005. Mr. Shah explains that although this initiative has revived the situation to
a certain extent, the effect on the grey market has not been as significant as was expected by
distributors and importers.
List of Mobile Phone handsets in Bangladesh:
Latest Mobile sets in Bangladesh available in Bangladesh market are Nokia, Samsung,
Symphony, Maximus, Walton, Siemens, Micromax, HTC, Sony, Ericsson, Motorola, LG, Apple
iPhone, Tecno, i-mobile, Philips, malata, sprint, SFONE mobile etc.
a. Nokia mobile Phone
b. S-FONE mobile phone
c. Symphony Mobile phone
d. Maximus Mobile Phone
e.Walton mobile phone
f. Micromax mobile phone
g. htc mobile phone

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h. Motorola mobile phone
i. iPhone mobile phone
j. Samsung mobile Phone
4.2. Product list of S-FONE in Bangladesh:
A. Basic series: D5, B09, M30, M20, M10, B1, B12i, B12, D1.etc.
Promotional expenditure on basic series on 20013:
Year Promotion expenditure Product category ( Basic
series)
2013 Tk.47000 D5
Tk.89000 B09
Tk.67250 M03
Tk.65840 M02

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Tk.58200 B12
Tk.36250 D1
PROMTIONAL COST TK.470000
Tk.89000 Tk.67250 Tk.65840
Tk.58200
0
0.2
0.4
0.6
0.8
1
1
PROMTIONAL COST TK.470000 Tk.89000
Tk.67250 Tk.65840 Tk.58200
PROMTIONAL COST TK.470000
Tk.89000 Tk.67250 Tk.65840
Tk.58200
0
0.2
0.4
0.6
0.8
1
1
2
SMART SERIES X1, Xtouch SL32 SL10 SL30 C30
SMART SERIES X1, Xtouch SL32
SL10 SL30 C30

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B. Super series: SL50,SL15,S32,S30,S20,D40,D10,D40,C30,A5,SL20 etc
Promotional expenditure on SUPER series on 20013:
Year Promotion expenditure Product category ( Basic
series)
2013 Tk.52000 SL50
Tk.89000 SL20
Tk.67250 S20
Tk.65840 D10
Tk.58200 D40
Tk.36250 A5

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C. Touch Series: ST10,
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0 0.2 0.4 0.6 0.8 1 1.2
Tk.820000
Tk.80000

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Promotional expenditure on TOUCH series on 20013:
01
SMART SERIES
TK.470000
TK.470000

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D. Smart series: X1,X touch
Promotional expenditure on smart series on 20013:
4.3. AccessoriesofS-FONE:
S-FONE Mobile phone spare parts for all the existing and latest SFONE models, from genuine to
the highest quality compatible cell phone parts and high precision manufactured mobile spare
parts. We provide excellent service to our customers; All our SFONE mobile parts are put
through a strict QC process to ensure the cell phone parts reach our customers in fully working
condition.
Browse the SFONE mobile parts categories below through model wise to view the wide range of
mobile phone parts.
0 0.2 0.4 0.6 0.8 1
SMART SERIES
TK.470000
TK.470000

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Charger
Casing
Data
Cable
LCD
Torch
Ear
Phone
and
much
more
4.4 .S-FONE promotion process andits challenges:
While many mobile handset companies have successfully deployed a plethora of strategies to
target the various customer types, recent business and customer trends are creating new
challenges and opportunities for increasing profitability. In the mobile handset industries,
complex webs of decision the nature of the customer choices and their ability to purchase for
which direct customer of mobile handset industry economy is responsible. Essentially, the end-
user consumes a product and pays the cost. Use of sales representatives for marketing products to
handset shop keepers and to exert some influences over others in the hierarchy of decision
makers has been a time-tested tradition. Typically, sales force expense comprises an estimated
15 percent to 20 percent of annual product revenues, the largest line item on the balance sheet.
Despite this other expense, the industry is still plagued with some very serious strategic and
operational level issues Organizational perspective the most prominent performance related
issues are enlisted below.

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5. Chapter five: Applying Theoretical aspect of the study
on S-FONE:
5.1. Theoretical Background
In this chapter, I will provide the theoretical background about market segmentation,
promotional tools, and promotional ways of SFONE. The aim of this chapter is to determine type
of mobile market segmentation that exists in mobile environment. First of all, I will shortly
introduce how the concept of market segmentation, promotional strategy, emerged including the
reason to do promotional strategy and how the consumer behavior can influence the need of such
segmentation. Furthermore, I will briefly discuss on promotional strategy of SFONE. I will also
discuss the market targeting and market segmentation including type of dimension that
commonly used to segment a market. We will discuss on how market segmentation in mobile
handset industry has developed and promotional strategy of S-FONEin a great deal.
Concept of Market Segmentation in promotion process:
Market segmentation is an essential element of marketing for the promotional activities in the
country and the all over the world in industrialized countries as well also in developing countries.
Products can no longer be produced and sold without considering customer needs and
recognizing the heterogeneity of those needs. Many industries have chosen manufacture-oriented
strategy in which they focus on reduction of production costs rather than satisfaction of
consumers. They found that these companies’ strategy aim to engage the mass customer by using
mass production, as distribution, and mass promotion of one product. Moreover, they argue that
although such strategy might seems profitable in term of revenue and production cost ,they still
have to face several challenges related to change of production processes which became more
flexible, distribution and access become closer and easier to the consumer and consumer demand
become diverse and more unique in the level of individual. Specific needs of groups of
customers are able to develop the right offer for one or more sub-markets and thus obtained a
competitive advantage compare if they only focus on mass marketing strategy.
The concept of market segmentation is firstly introduced by Smith (1956), whose definition we
adopt, which is “Market segmentation involves viewing a heterogeneous market as a number of
smaller homogeneous markets, in response to differing preferences, attributable to the desires of

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consumers for more precise satisfaction on their varying wants”. According to Smith, during
market segmentation process, prospective buyers are classified into groups based on their
common needs, and each member of the groups will respond similarly to products or goods with
other member within a group. Through this concept, he therefore, introduced three criteria that
must be fulfilled during market segmentation process which are that homogeneity (common
needs within group), distinction (unique between groups) and reaction (similar response towards
marketing strategy, product, offer or services within group) (Smith 1956). Segment marketing
offers several benefits over mass marketing (Kotler (2003). claims that a company’s marketer
can create a more fine-tuned product or service offering and price it appropriately for the target
segment. He also added that not only service offering and price but also marketers can provide
better distribution and communication channels to the segment. Furthermore, as the marketers
focus on small scale of customer group which is in segment type, the competitors who are
focusing the same segment are becoming less which reducing the level of competition. (Kotler,
Marketing Management 2003)
Consumer Behavior:
Before setting the promotional strategy every company needs to know the consumer behavior.
Consumers choose between products and services on the market based on their assessment of
superior value. In other words, they choose the proposition that consists of the benefits they are
looking for at a price they perceive as providing superior value for money. The challenges for S-
FONE are to understand from a customer's perspective what these propositions need to be.
Customers segment themselves and what the S-FONE must do, is understand the motivations
that drive the choices made by the customers. Kotler (2003) divides the characteristics affecting
consumer behavior into cultural, social, personal and psychological factors, which he define
those factors as follow:
Cultural factor is fundamental determinant of a person’s wants and behavior. Kotler (2003)
claims cultural factors are the broadest and deepest influences on consumer’s behavior.
According to him, every people in his/her first stage of life acquires a set of values, perceptions,
preferences and behaviors which will be held through his or her family, institution or
neighborhood which become the basis of cultural value. For example, in Japan, growing child is
exposed to the values of politeness, harmony, and indirect while growing child in America is

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exposed to values such as individualism, freedom, youthfulness, and directness. S-FONE also
extends the cultural factors into influences from subculture and social class. Subcultures provide
more specific identification and socialization for their members. Social classes are homogenous
and enduring divisions in a society which are hierarchically ordered and whose members share
similar values, interests and behavior.
5.2. What is promotion?
Promotion is one of the marketing mix elements or features, and a term used frequently in
marketing. The specification of five promotional mix or promotional plan is personal selling,
advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how
much attention to pay to each of the five subcategories, and how much money to budget for each.
A promotional plan can have a wide range of objectives, including: sales increases, new product
acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a
corporate image. Actually Promotion is one of the primary elements used in the marketing mix.
Thus, promotional efforts should work in harmony with product marketing, pricing, and
distribution actions that target prospects and customers. These communication tools serve as
tactics within the promotional plan to accomplish objectives such as:
 Increasing sales
 Launching new products
 Creating and building brand equity
 Establishing market positioning
 Retaliating against competition
 Strengthening brand image
As S-FONE implements their promotional plan, they also seek to educate consumers, increase
consumer demand, and differentiate their products and services in the marketplace. There are
different ways to promote a product in different areas of media. S-FONE uses internet
advertisement, special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free items, or a contest.

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This is to increase the sales of a given product. S-FONE uses the all promotional tools for the
development of their product awareness in the country and the society in a great extent.
5.3. Promotional mix/tools:
Increased market segmentation, information technologies, and digital communications have
created new ways for promoting products across different media. Today, organizations can create
online banner advertisements, social networking websites, blogs, and search engine optimization
campaigns to promote their products and services. However, traditional promotional tools such
as special events, celebrity endorsements, in-store coupons, and newspapers are also employed to
entice customers to purchase goods. For example, retailers often use promotional tactics
including discounts, store rebates, free items, contests, and other special offers to drive new sales
and repeat purchases. The promotional tools used to educate customers and generate sales vary
depending on the organization’s objective. Because public relations (PR) focuses on influencing
and shaping public opinion, PR efforts are useful for building brand value and generating
positive stories around products and services. Events, which often generate publicity, can serve
long-term objectives for building partnerships with external stakeholders, strengthening customer
loyalty and enhancing industry credibility. S-FONE uses the all promotional tools for the
development of their product awareness in the country and the society in a great extent to all
over the country.

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5.4. Advertising:
According to Philip Kotler “Advertising is any paid from of non personal presentation and
promotion of ideas goods and services by an identified sponsor”
Advertising is paid non personal communication from an identified sponsor using mass media to
persuade or influence an audience. (William WELLS)
Advertising is a public mode of communication. Because it is communicated simultaneously to
large number of people and people know that the same communication is going to many people,
they feel their motives for buying are understood by the advertiser. S-FONE uses advertising as
the promotional tools for the development of their product awareness in the country and the
society in a great extent
Advertising messages can be repeated number of times. Buyers also can compare advertisements
of various companies selling the same product. The media offers the facility to add color, sound
etc. to the message and dramatize the message. But advertising cannot have dialogue with the
people. People may not see and pay attention to the advertisement.
Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost
per exposure. Advertising or advertizing in business is a form of marketing communication used
to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a
Promotion
Mix
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Sales
promotion
Personal
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specific group) to take or continue to take some action. Most commonly, the desired result is to
drive consumer behavior with respect to a commercial offering, although political and
ideological advertising is also common. This type of work belongs to a category called labor. In
Latin, ad vertere means "to turn toward" The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various old media; including mass media such as
newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or
direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often
seek to generate increased consumption of their products or services through "branding", which
involves associating a product name or image with certain qualities in the minds of consumers.
Non-commercial advertisers who spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service
announcement. For the promotion of the S-FONE makes the advertisement to the customers for
their product available in the market. And products are the attractive to the customer’s
satisfaction on the very easy extent.
5.6. Mode of Advertising used by S-FONE:
Traditional Media:
S-FONE uses some traditional media for the promotional activities of the S-FONE in the all over
the country. Traditional mass-media advertising remains a prominent promotional tool for
marketing. This includes paid messages designed and presented through television networks,
radio stations, newspapers and magazines. Additionally, companies use support media in
ongoing campaigns, such as billboards, directories, buses, aerial and point-of-purchase displays.
Local radio and newspapers tend to be most affordable for SFONE.
Digital Technology:
S-FONE uses the internet advertising to the customers. The Internet and mobile technology have
enabled use of a host of digital and interactive promotional tools. Online and e-mail marketing
are common elements of promotional campaigns. Social media and blogs offer additional

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interactive tools that companies can use to reach consumers directly. Mobile devices with
applications for electronic communication and social media allow companies virtually access to
consumers on the move.
Event Ad:
S-FONE uses event ad in some cases in a great extent. Sponsoring major events and community
activities serve as promotional opportunities for companies as well. Small businesses often gain
public favor by active involvement in local events. A presence at local fairs, non-profit events
and school functions can all improve S-FONE’s goodwill with the communities in which S-
FONE operates business.
5.7. Advertising medium used by S-FONE:
Television:
S-FONE uses very rare television ad to promote their products and their brand. If the company
has the money and lots of it why not use mass media. It’s not overly strategic or truly tractable
(yet) but it still remains a favorite for the big brands to build awareness and pound away
messaging. Television does remain a wonderful medium, when it is done right. Of course S-
FONE not only has to pay for the production but the media as well.
Radio:
Sometimes SFONE uses the radio as a adverting media for their product distribution and the
making awareness of their product to the customers. Radio is very low cost media for the
promotion of the SFONE products to the genuine customers for the availability of the high
branded products in a great extent.

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Billboards:
Billboard advertising remains a useful medium for restaurants. It is the best when the message is
concise, so keep the number of words to a minimum. Billboards can be helpful for directions,
especially on highways and interstates. SFONE uses huge numbers of billboards for their
products promotion to the customers in the country as well as the world through out.
Out-Of-Home:
One of the more creative mediums, especially when creative teams and media teams work
together to create traffic stopping advertising that play well with the surrounding environment.
SFONE uses some out of home advertising for their product promotion to the customers across
the country. This includes everything from:
o Bus Benches/Shelters (transit media).
o Automobile & Building Wraps.
o Graffiti.
o Street Advertising.
o Walls capes.
Email:
Sometimes SFONE collects the email from the customers for their promotional purposes. Email
clubs and loyalty programs are a wonderful way to stay in touch with customers, when a
customer database is used correctly it can be one of the most cost effective communication
vehicles available to restaurants.
Direct Mail:
S-FONE can take the opportunity to give the direct mail to the customers for their products
promotion on the basis of the high quality development of their products. Although the cost per
piece can be expansive especially with postage costs continuing to rise, direct mail like email can
be very effective when partnered with a well maintained database. Purchased databases are

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useful since S-FONE can target by demographics such as geography, past spending habits and
credit card data.
Flyers:
SFONE sometimes uses the flyers to promote the products with the competitors in competition.
About as basic and easy to implement as SFONE can get.
Signage:
It is important to maintain strong signage outside the company location. Use the available space
wisely so that cars and foot traffic can clearly read S-FONE’s name. Make sure that they can get
a good idea of the type of food SFONE serve inside. It is also important to make it clear the
hours that SFONEare open. SFONE takes the opportunity to get the facility of the signage.
In-Store:
S-FONE uses the in store advertising for their product development and the product sales to the
customers for their production of the products very easy. Sometimes SFONE uses the topic and
counter topics in the restaurant.
Social Media:
Social media maybe more than any other industry people are not only sharing but endorsing
restaurants on social networks besides Face book & Twitter. Customers are checking-in on
Foursquare, sharing pictures on Interest, while offering reviews on name just a few. SFONE can
use the social media as promotional activities.
Paid Search:
Sometimes SFONE uses the paid search for the promotional activates of the products to their
easy way to capture the market. Paid search is also known as SEM (Search Engine Marketing)
and is a form of online advertising geared towards increasing awareness by way of paid

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placements, contextual advertising and paid inclusion on search engine sites such as Google,
Yahoo and Bing.
Advertising usages as the promotion tools trends:
5.8. Sales promotion:
According to Philip Kotler “Short-term incentives to encourage the purchase or sale of a
product or service”
Marketing activities that provide extra value or incentives to the sales forces distributors or the
ultimate customer and can stimulate immediate sales. (Belch/belch)
Sales promotion tools like coupons, contests, premiums, and the like acts as communication
medium and also promote sales. S-FONE gains attention and provide information that may lead
the consumer to the product. S-FONE includes a distinct invitation to the consumer to do the
transaction in a short period of time. Sales promotions can be directed at the customer, sales
staff, or distribution channel members (such as retailers). Sales promotions targeted at the
consumer are called consumer sales promotions. Sales promotions targeted at retailers and
wholesale are called trade sales promotions. Some sale promotions, particularly ones with
unusual methods, are considered gimmicks by many. Sales promotion includes several
communications activities that attempt to provide added value or incentives to consumers,
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wholesalers, retailers, or other organizational customers to stimulate immediate sales. These
efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in
sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays,
contests, rebates, and sweepstakes.
5.9. Mode of Sales promotion used by S-FONE:
Contests/Sweepstakes:
S-FONE uses the contests to increase the product’s sales for the better growth of the company
especially the company products sales. The main difference between contests and sweepstakes is
that contests require entrants to perform a task or demonstrate a skill that is judged in order to be
deemed a winner, while sweepstakes involve a random drawing or chance contest that may or
may not have an entry requirement. At one time, contests were more commonly used as sales
promotions, mostly due to legal restrictions on gambling that many marketers feared might apply
to sweepstakes. But the use of sweepstakes as a promotional tactic has grown dramatically in
recent decades, partly because of legal changes and partly because of their lower cost.
Special Events
Sometimes SFONE sponsors the special events for their product growth and the product
distribution. Special events marketing offer a number of advantages. First, events tend to attract a
homogeneous audience that is very appreciative of the sponsors. Therefore, if a product fits well
with the event and its audience, the impact of the sales promotion will be high. Second, event
sponsorship often builds support among employees who may receive acknowledgment for their
participation and within the trade. Finally, SFONE’s products are compared to producing a series
of advertisements.
Premiums
S-FONE takes the premium strategy to capture the customer’s awareness about the SFONE
products. A premium is tangible compensation that is given as an incentive for performing a
particular act, usually buying a product. The premium may be given for free, or may be offered

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to consumers for a significantly reduced price. Some examples of premiums include receiving a
prize in a cereal box or a free garden tool for visiting the grand opening of a hardware store of
SFONE. Incentives that are given for free at the time of purchase are called direct premiums.
These offers provide instant gratification, plus there is no confusion about returning coupons or
box tops, or saving bar codes or proofs of purchase.
Continuity Programs:
S-FONE gets the program continues for the betterment of the company’s products better sales to
the customers. Continuity programs retain brand users over a long time period by offering
ongoing motivation or incentives. Continuity programs demand that consumers keep buying the
product in order to get the premium in the future. Trading stamps, popularized in the 1950s and
1960s, are prime examples. Consumers usually received one stamp for every dime spent at a
participating store. The stamp company provided redemption centers where the stamps were
traded for merchandise. A catalog listing the quantity of stamps required for each item was
available at the participating stores.
Sampling:
S-FONE gives some samples to the customers for the gaining accommodation of the customer’s
usages of the products to the customer’s satisfaction. A sign of a successful marketer is getting
the product into the hands of the consumer. Sometimes, particularly when a product is new or is
not a market leader, an effective strategy is giving a sample product to the consumer, either free
or for a small fee. But in order for sampling to change people's future purchase decisions, the
product must have benefits or features that will be obvious during the trial.
Trade promotion:
S-FONE has some trade promotion activities to the market to gain the customer satisfaction for
the usages the products within a great extent. A trade sales promotion is targeted at resellers
wholesalers and retailers who distribute manufacturers' products to the ultimate consumers. The
objectives of sales promotions aimed at the trade are different from those directed at consumers.

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Trade Shows:
Sometimes S-FONE participates in the trade promotion to give the incentives to the distributors
for the success of the S-FONE’s objectives. Thousands of manufacturers display their wares and
take orders at trade shows. In fact, companies spend billion yearly on these shows. Trade shows
provide a major opportunity to write orders for products. They also provide a chance to
demonstrate products, disseminate information, answer questions, and be compared directly to
competitors.
Buying Allowances:
S-FONE gives the opportunity to the customers buying allowances for their product high sales.
A buying allowance is a bonus paid by a manufacturer to a reseller when a certain amount of
product is purchased during a specific time period. For example, a reseller who purchases at least
15 cases of product might receive a buying allowance of tk.6.00 off per case of S-FONE.
Advertising Allowances:
S-FONE provides the advertising allowances to the customers for the better of the product sales
and the product distribution to the customers very intensively. An advertising allowance is a
dividend paid by a marketer to a reseller for advertising its product. The money can only be used
to purchase advertising for example, to print flyers or run ads in a local newspaper.

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Trends of sales promotion of S-FONE:
5.10. Public Relation:
According to Philip Kotler “Building good relations with the company’s various public by
obtaining favorable publicity build up a good corporate image and handling or heading off
unfavorable rumors stories and events”
Public relation refers to non personal communication regarding an organization, product service
or idea not directly paid for or run under identified sponsorship. (Belch/belch”
Public relations (PR) are the practice of managing the spread of information between an
individual or an organization and the public. Public relations may include an organization or
individual gaining exposure to their audiences using topics of public interest and news items that
do not require direct payment. The aim of public relations by a company often is to persuade the
public, investors, partners, employees, and other stakeholders to maintain a certain point of view
about it, its leadership, products, or of political decisions. Common activities include speaking at
conferences, winning industry awards, working with the press, and employee communication. S-
FONE has the some activities on the public relations that is the relation with the --
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1. Society
2. Audiences
3. Communication
4. News
5. Media
6. Social
7. Advertising
Public
Relations
Society
Audiences
Communi
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NewsMedia
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Public relation trends of S-FONE:
5.11. PersonalSelling:
Face to face contact between the marketer and a prospective customer that intends to create and
repeat sales (William WELLS/Burnett)
Personal selling is a strategy that salespeople use to convince customers to purchase a product.
The salesperson uses a personalized approach, tailored to meet the individual needs of the
customer, to demonstrate the ways that the product will benefit him. The customer is given the
opportunity to ask questions, and the salesperson addresses any concerns he has about the
product. S-FONE uses the different ways of making good public relation to the customers in the
country and the other organization in a great extent.
5.12. Personal selling strategies:
0% 20% 40% 60% 80% 100%
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Ask Questions:
When S-FONE is trying to sell a product to a customer, S-FONE needs to know why customers
are interested in the product or service. Find out if she is currently a customer of one of S-
FONE’s competitors. If so, ask why customers are unsatisfied with its products or services,
making her consider switching to S-FONE’s. Inquire as to who the key decision-makers in S-
FONE are and see if customers have a timeline for making a final decision on the product.
Gathering this type of information from customers will help S-FONE to know what customers
are looking to gain from S-FONE’s company, so S-FONE is better able to meet customers’ needs
with S-FONE’s sales pitch.
Address Concerns:
S-FONE asks the customer to share any concerns he has about S-FONE’s product or service with
S-FONE. If S-FONE is able to address these issues, S-FONE can increase S-FONE’s chances of
easing his mind and convincing him to bring his business to your company. It is always better to
know any potential concerns that a client has with S-FONE’s company, so S-FONE has a chance
to diffuse them. Sometimes the customer just needs a little more information about S-FONE’s
product or service to feel comfortable making a decision.
Ask for the Sale:
The main job of S-FONE is not done after you have finished your sales presentation. It is
important to ask the customer for the sale. You can directly ask if she has decided to buy S-
FONE’s product or service, or S-FONE can do it in an indirect manner such as asking when
customers would like to start receiving the services or how many of the specific product
customers would like to order. This will help S-FONE to know where S-FONE stands with the
customer. If she hesitates, ask what's holding her back from the sale. If S-FONE is able to
address her concerns, S-FONEis more likely to get the sale.

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Follow-Up:
A good salesperson always follows up with both prospects and clients after making a
presentation. If a prospective customer is still unsure of the benefits of S-FONE’s product or
service, this is another chance to address his concerns. If he has already decided to purchase S-
FONE‘s product or service, it's important to check in and make sure he is satisfied with it. So the
S-FONE prepares the sales person as competent so that they can easily convince the customers to
sell their products in a great extent.
Personal selling trends of the S-FONE:
5.13. Personalselling types used by S-FONE:
S-FONE uses the different personal selling types and these personal selling types are very
important in a great extent. Sales positions or their equivalents range between the sales clerk with
minimal selling skills up to the chief executive officer in public and in private enterprises. At the
bottom of the sales-pyramid the primary skill is taking an order and guiding customers to the
product; at the top great ability to present complex, often controversial and abstract cases
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persuasively, usually as just a part of other functions, is required. Most personal selling takes
place in the middle.
Sales positions are classified as "inside" and "outside." Inside sales above the clerk level involve
telephone sales, mainstream retail sales in stores where product knowledge and presentation
skills are required, and auto sales and similar equipment sales where customers visit the
dealership. Inside sales may be combined with other functions such as scheduling and early
information gathering for an outside agent.
The Reps:
An important category of personal selling used by S-FONE is provided by manufacturers'
representatives, usually called rep organizations or selling agents. These individuals, sometimes
working in groups, are independent sellers representing a manufacturer, usually in exclusive
territories, compensated by commissions only. Hiring a rep firm allows a small business to avoid
the cost of an in-house sales force. In addition, an established rep may provide the business
instant access to an established sales territory. Agents are particularly helpful for businesses with
seasonal sales; the rep is only paid when sales are made. The chief disadvantage of selling agents
is that they usually work for several different firms and do not devote all of their time to o ne
client.
TRENDS:
S-FONE sometimes uses the trend personal selling activities that is very important for the
business organization in our country and the business society’s broad movement that is
discernible in modern commerce to replace personal selling in all areas except those in which the
service is indispensable or pricing permits its continuance, because personal selling is expensive.
Packaging, promotion, and lower-cost and lower-skill clerks are replacing the sales person even
in technical fields. An example of this is the distribution of computers and software. More and
more such products are sold in standard packaged forms, even in retail outlets; the sales function
is reduced to clerking aimed to help customers find not to understand products.
5.14. Nature of PersonalSelling of S-FONE salesman:

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S-FONE personal sales man has some nature to sell the products to the customers that are given
to the below.
o The greatest freedom to adjust a message to satisfy customers informational needs,
dynamic.
o S-FONE provides most precision, enabling marketers to focus on most promising leads.
Vs. advertising, publicity and sales promotion
o Give more information
o Two way flow of information, interactivity.
o Discover the strengths and weaknesses of new products and pass this information on to
the marketing department.
o Highest cost that the S-FONE spends more on personal selling than on any other form of
promotional mix.
o Goals range from
o Finding prospects
o Convincing prospects to buy
o Keeping customers satisfied--help them pass the word along.

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Steps in
personal
selling
process
Prospecting
The
approach
Need
discovery
Preparing
making the
presentation
Handiling
objections
Closing the
sales
Follow up
the services
after sale

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5.15. Trade Promotion used by S-FONE:
Figure: Trade promotion of S-FONE
S-FONE uses huge trade promotion to influence the retailers and the wholesalers in a great
extent for their profit making activities in the country and the other regional area of that city area.
In business and marketing, “trade” refers to the relationship between manufacturers and retailers.
Trade Promotion refers to marketing activities that are executed in retail between these two
partners. Trade Promotion is a marketing technique aimed at increasing demand for products in
retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-
obligation gifts, and more.
Trade
promotion
of S-FONE
Optimization
Geospatial
Text mining
What if
modeling
Regression

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Trade Promotions can offer several benefits to businesses. Retail stores can be an extremely
competitive environment; trade promotions can help companies differentiate their products from
the competition. Companies can utilize Trade Promotions to increase product visibility and brand
awareness with consumers. Trade Promotions can also increase a product’s consumption rate, or
the average quantity of a product used by consumers in a given time period. Furthermore,
effective Trade Promotions can enlarge a product’s market segment penetration, or the product’s
total sales in proportion to the category’s competition. Moreover, companies use Trade
Promotions to improve distribution of their product(s) at retailers and strengthen relationships
with retailers. Lastly, Trade Promotions can be leveraged to introduce new product launches into
retail stores.
Trend of trade promotion usages of S-FONE:
0% 20% 40% 60% 80% 100%
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6. Chapter six: New promotion strategies launching:
The New promotion strategies launching is very critical. In recent years new promotion
strategies launching has become an art which can make or break a traditional promotion strategy.
Successful new promotion strategies launching strategy makes potential customers aware of the
new product and keen to try it.
New tactics are required to get the notice you deserve. So here are some steps for a successful
new promotion strategies launching these are.
Start early:
S-FONE starts the early promotion to the markets. Don’t expect reporters to write about S-FONE
when S-FONE wants. Get a head start and begin preparing long before S-FONE plans to launch.
A rolling launch is a great way to keep the conversation going. Start S-FONE’s outreach
activities 6-8 weeks before the official launch date and then keep the news going up to, and
beyond the official launch date. The steps below describe how to do this.
Make the product or service available to important influencers:
As in the first step Influencers can be friendly customers, prospects, or even bloggers who have a
sizable online presence. Encourage these people to use S-FONE’s product or service and then
write review articles or posts. These folks are also great resources to talk to analysts about your
offering pre-launch.
Brief industry analysts:
During this early phase as well. Scheduling calls with these folks takes time so do this early.
Invest the time to write compelling briefing requests. These guys are busy, so S-FONE will want
to make sure S-FONE’s meeting request clearly states why it is worth their time to hear about S-
FONE’s offering.

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Seed the social space with "leaks."
Target people are who are naturally eager to learn about S-FONE‘s offering. For example,
‘coming soon’ tweets and ‘leaked’ photos of S-FONE’s product create an aura of intrigue that
builds interest. Apple is a master of this technique.
Don’t expect a "big bang":
S-FONE releases unless your product or service is truly revolutionary or if S-FONE use
technology. Unless S-FONE has a massive launch event planned, the official launch date should
only signify the day S-FONE’s promotional product is actually available.
Keeps the release rolling?
S-FONE don’t know when reporters will have time to write, so give them some opportunity to
write about the offering after the official launch date. Continue to produce fresh news like
announcements concerning novel uses of the product, customer stories, details about how the
offering provides return on investment (ROI) to customers, etc.
Do somethingunusual:
During the release cycle some examples include creating a funny video, doing a stunt centered
on an industry event, publishing a survey that supports the value of S-FONE’s product, or
creating an interesting info graphic that describes the need for S-FONE’s product. As an
example, for a recent product launch, S-FONE created a mock public service announcement
(PSA) website that warned of the ‘dangers’ of using S-FONE’s new mobile product while
walking. The irony created an enormous buzz around the launch and even led to a huge spike in
free product downloads.
Get partners involved:
Channel and marketing partners who have a financial stake in the success of the launch are
natural allies. The more people that are talking about the release, the better chances it will get
pickup.

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Make it easy for people to learn more about your offer:
With free trials, downloads, product videos, and demos.
Ignore the elements of the launch that do not drive business:
Unless S-FONE is offering appeals to a mass consumer audience, don’t focus on the number of
Face book likes and Twitter followers you collect. Rather, use these social channels for more
meaningful engagement. See who is talking about S-FONE’s offering online and then make
contact with them. See how these folks can help S-FONE further promote S-FONE’s offering
within their social circles

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6.1. Guidelines for New promotion strategieslaunching:
1.New promotion proposal
2.Costing and profit analysis
3.Management Approval
4.Letter for promotion strategies development to PD
5.Send Letter to QA to submit recipe
6.Brand Name and promotion offer selection
Leve of
promotion
and brand
equity
Value
portfolios
penetrati
on
Personalty
Loyalty
program
Preferences
Awareness
Attribute
Benefits

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7.Bring Sample from ad agency according to the marketing brief
8. If Sample is ok send letter to QA for measurement of promotional offer
9. Development of insert and promotional activities and send the paper print to
operation department
10. Internal note for price approval after getting DAR number.
11.Promtion forecast send to ad agency
12.Preparation of Action plan and training manual
13.Literature development
14.prepare of launching circular
6.2. Push Promotion strategy:
S-FONE uses the very much push promotion strategy for the product sells in a great extent to the
country and the local society in that country. Another meaning of the push strategy in marketing
can be found in the communication between seller and buyer. Depending on the medium used,
the communication can be either interactive or non-interactive. For example, if the seller makes
his promotion by SFONE, it's not possible for the buyer to interact. On the other hand, if the
communication is made by phone or internet, the buyer has possibilities to interact with the
seller. In the first case information is just "pushed" toward the buyer, while in the second case it
is possible for the buyer to demand the needed information according to their requirements.
o Applied to that portion of the supply chain where demand uncertainty is relatively small
o Production and distribution decisions are based on long term forecasts
o Based on past orders received from retailer's warehouse
o Inability to meet changing demand patterns
o Large and variable production batches
o Unacceptable service levels
o Excessive inventories due to the need for large safety stocks
o Less expenditure on advertising than pull strategy.

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Mobile handset S-FONE company and other companies are merging, and, through the merging
process, the portfolio of the new companies changes. Sales representatives are rearranged
throughout the new companies. Some of the sales representatives are now afraid of losing their
job, due to the changing scenario and the possible layoffs. On the other hand, the new, bigger,
mobile handset companies are competing more and more with one another, and, in order to stress
their products, might adopt a more aggressive sales strategy. For example, sometimes in the
same geographical area there are five mobile handset sales representatives for just one company,
or different representatives and marketing tools for the same category mobile handset in different
settings. As a result of the new, aggressive strategy, the aggressiveness of representatives has
also been increasing, since the larger stress exerted by their companies might affect their stay in
the company.
Therefore, they tend to have more frequent visits shoppers to encourage shoppers to sell mobile
set more and thus increase sales. In this super model sales representatives and advertising are the
key actors for example in a small oncology unit almost 40 sales representatives interacting with
Mobile handset shoppers and sometimes customers in order to stress the usefulness of their
products and push customers towards the use of their brand mobile handset. This means that,
basically, there is at least one sales representative every day in busy mobile handset selling
market asking customers and shoppers to support their product. Mobile handset marketing is a
specialized field where sales representatives form the backbone of entire marketing effort.
Mobile handset companies also appoints sales representatives and sales promotion and assign
them defined territories. Mobile handset sales representatives meet market mobile set selling
shoppers as per company norms. Mobile handset sales representatives try to influence Mobile
handset selling shoppers by giving some extra opportunities to their personal benefits and profit.
S-FONE uses a push promotion strategy. A push promotional strategy involves taking the
product directly to the customer via whatever means, ensuring the customer is aware of S-
FONE‘s brand at the point of purchase.
Push promotion is the "Taking the product to the customer"
Examples of push promotion tactics uses by S-FONE.

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o Trade show promotions to encourage retailer demand
o Direct selling to customers in showrooms or face to face
o Negotiation with retailers to stock S-FONE’s product
o Efficient supply chain allowing retailers an efficient supply
o Packaging design to encourage purchase
o Point of sale displays
Figure: Push strategy
6.3. Pull Promotionstrategy:
Some times S-FONE uses the pull promotion strategy to gain the products sold to the customers
in a great extent. In a marketing "pull" system, the consumer requests the product and "pulls" it
through the delivery channel. An example of this is the Mobile handset manufacturing company
S-FONE. S-FONE in Bangladesh only produces customized mobile handset when they have
been ordered by the customers.
o Applied to that portion of the supply chain where demand uncertainty is high
o Production and distribution are demand driven
o No inventory, response to specific orders
o Point of sale (POS) data comes in handy when shared with supply chain partners
o Decrease in lead time
o Difficult to implement
S-FONE Mobile handset
companies
S-FONE
Handset
Dealers
S-FONE
Handset seller
shoppers
S-FONE
Handset users
or customers

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Figure: Pull strategy
A pull strategy involves motivating customers to seek out your brand in an active process.
"Getting the customer to come to you"
Examples of pull promotion tactics are used by S-FONE.
o Advertising and mass media promotion
o Word of mouth referrals
o Customer relationship management
o Sales promotions and discounts
S-FONEHand setuserand
coustomer
S-FONEHandset
Retailers
S-FONES-FONE
Handsetseller
shoppers
S-FONEHandset
producersand
manufacturers

52 | P a g e
Figure: Push and Pull promotion strategies.
6.4. Promotionstrategyfor new product of S-FONE:
Technological:
S-FONE Mobile Company is more dynamic in nature. When the company cannot cope with the
competitor’s product technology then the mobile handset company is to drop out from the
market. Innovation can create or wipe out industries and businesses in less than a year. For
example the popularity and convenience of CD players all but eliminated the sale of record
players and seriously depressed the manufacture and sale of vinyl records.
Political and legal:
S-FONE maintains some political and the legal Legislation that affects all businesses, large or
small. Increasing costs and mandatory provisions for mobile handset companies marketing
strategy and advertising strategy promotion strategy, customer’s interactions strategy, product
sales strategy etc.
Social and cultural factors for the promotion:
Social and cultural factors are very important for the customer’s products usages and consuming.
For example there is a sweeping trend for Americans to dress more casually, with function and
comfort driving new clothing and shoe trends. People are cooking less and are more concerned
about nutrition and fat in their diets. And today, American business people are less willing to
sacrifice family life.
6.5. Promotionaltips for launching new promotion strategyof S-FONE:
Followings are the steps to successfully introduce and market latest mobile handset S-FONE. So
you want to bring a new mobile handset model to market. S-FONE should’ve done homework
and decided exactly what plan to offer; now all company needs to generate is sales. But every
day, countless new mobile handset model and versions are conceived–never to be born because
they’re not properly brought to market. In fact, a large percentage of the calls my S-FONE’s

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coaches receive are from small-business owners who want exactly this sort of help. And
company carefully guides them through these following important steps that will help them
successfully bring their new products and services to market.
Study S-FONE’s competition:
S-FONE is to study the competitor’s first to offer the new products launching to the market and
the country. Many business marketing classes teach participants how to perform a SWOT
(strengths, weaknesses, opportunities and threats) analysis. Company has to start by taking a
serious look at your competitors. Make a list of the businesses that offer products or services
similar to the one S-FONE plans to launch. Even if S-FONE thinks their new mobile handset is
entirely unique and without existing competition, it’s important to put it in their prospective
customers’ mind and imagine what they might buy in lieu of what the S-FONE mobile company
plans to offer.
Target the ideal customer:
To successfully launch company’s new promotional offer or service with minimum financial
outlay, it’s essential of S-FONE to focus exclusively on the prospects company believes are most
likely to purchase from S-FONE. These may be customers who are currently buying something
similar and will appreciate the additional features their new product or service provides. S-
FONE’s best prospects have a perceived need for what S-FONE offers, can afford to buy it and
have demonstrated a willingness to do so–probably by purchasing from S-FONE’s competition.
Bear in mind, it’s always easier to fill a need than to create one.
Create a unique value proposition:
First the S-FONE is to create the unique value proposition to the customers mind in a great
extent for the better performance in the country and the society. At this stage, company should
have a clear understanding of what company must offer in order to stand apart from their
competition and who will want to take advantage of S-FONE’s offer. But Does Company knows
why customers will want to buy from you vs. the vast field of competitors out there. The bottom

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line is that their product or service “bundle” should be unique and meet the needs and desires of
S-FONE‘s best prospects.
Define company’s marketing strategy and tactics:
Before launching the new promotional strategies to the country and the society the firm is to
make the market strategy in a great extent. Next, choose S-FONE’s sales and promotional
channels. Generally, multichannel marketers achieve the greatest success because customers who
can shop when and however they like tend to spend more and shop more often. Suppose
company’s strategy is to promote a low-cost workout device to people who can’t afford.
Company might choose traditional direct marketing plus online sales as S-FONE’s primary
channels, and employ tactics including direct-response TV spots and online ads and e-mail
solicitations that link to S-FONE’s website.
Test Company’s concept and promotion approach:
S-FONE applies concept of promotion in launching with all the new promotion in the country in
a great extent. Money it takes to bring a new product or service to market, it’s foolhardy to rush
headlong into the launch phase prior to testing. It’s best to examine company’s product or service
bundle plus company’s marketing message and company’s marketing materials. Depending on
what S-FONE plans to market and company’s budget, company can use formal focus groups (or
simply host roundtable discussions with members of the target audience), employ online research
or mall intercept studies, or distribute S-FONE’s product to a select group of users for testing.
Only after testing is complete, should company proceed to the final creation of S-FONE’s
marketing tools and materials.
Roll out S-FONE’s campaign:
Public relations often play a vital role in the launch of a product or service. Company can use
media relations tactics to place articles and win interviews, get coverage by allowing key press to
review S-FONE’s product, hold a launch event, or use grass roots marketing to build buzz. But
no matter what publicity route S-FONE chooses, first make sure S-FONE’s product or service is
completely ready and available for purchase in order to maximize returns from the coverage

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company receive. And company’s other promotional efforts should follow closely on the heels of
company’s press roll out. Monitor the results from all media, and in the first weeks and months,
be prepared to adjust S-FONE‘s campaign to take advantage of what’s working best.
Know your promotional offer’s lifecycle:
S-FONE is to estimate the life cycle of the promotional strategies. The campaign S-FONE uses
during the introduction and education phase of company’s product or service launch will need to
be updated as company’s product or service matures. If c S-FONE is monitoring company’s
marketing results carefully, S-FONE will begin to see diminishing returns that will indicate when
it’s time to revise the product or service itself, alter S-FONE ‘s media message, or even phase
out this particular offering and lay the groundwork.
7. Chapter seven: promotion for target customer:
Target customer is the customers that are given the facilities of the products offer in a great
extent in the market. So here is to divide the customers and to selects the customers that is
targeted to give offer in a great extent.
7.1. Customersegmentationfor promotional offer:
S-FONE customer segmentation is done on the basis of the some special characteristics.
Especially S-FONE segments the customers on the basis of basic class, economy class, super
class, Smart class etc.
Market segmentation means dividing the total market for a product into different parts i.e.
segments on certain bases and using each segment fully for the purpose of marketing and sales
promotion. Due to segmentation, each segment will have uniform features and suitable
marketing mix can be introduced for promoting sales in each segment. Market refers to the
aggregate of all demand for a particular product/service. It also refers to the aft customers
(existing and potential) for the product/service. All are consumers but they differ as regards
there:

56 | P a g e
o Basic features,
o Needs and wants,
o Financial position i.e. purchasing power,
o Willingness to buy,
o Likes and dislikes and
o Social and cultural background.
For effective marketing, the total market needs to be divided into suitable segments and
exploited fully through suitable marketing mix. This is exactly what is done in segmentation.
7.2. Why Segmentationis important for promotional offer:
S-FONE segments to offer their promotion for the gaining of the market objectives in a great
extent. One of the main reasons for using market segmentation is to help companies to better
understand the needs of a specific customer base. Mass marketing assumes that all customers are
the same and will respond to the same advertising. By looking at ways in which potential
customer groups are different from each other, the marketing message can be better targeted to
the needs and wants of those people. "Segmenting" is a marketing term for dividing up S-
FONE’s audience into groups according to particular criteria. The members of each group have
at least one important factor in common with the other members of the same group, and that
factor sets them apart from all the other groups.
The criteria that S-FONE uses to determine S-FONE’s groups should have some relationship to
how they'll respond to S-FONE’s message. Segmenting will help determine how S-FONE
delivers S-FONEmessage as well as its content.
If we return to the youth violence reduction campaign referred to in the introduction, we can see
several ways the different segments we need to address could be separated. "Youth" might be
broken down into gang members and non-gang members, for instance, or into under-16 and 16-
and-over. S-FONE‘s segmenting choices would depend on how different the messages might
need to be to reach particular groups.

57 | P a g e
7.3. How S-FONE segmentsthe marketfor promotional offer:
S-FONE segments the total market in some distinctive ways that are given with special care.
Social marketers in general choose their segmenting criteria from one or more of five general
categories: demographic, geographic, physical/personal history, psychographics (related to
beliefs and values), and behavior.
Demographic:
Demographic characteristics have to do with people's vital statistics, the sort of information S-
FONE might get from census figures. S-FONE can find out how many of S-FONE’s target
population fall into different demographic categories by checking the latest census data. Some of
the demographic categories that might look at are:
o Gender
o Age
o Marital status
o Family size
o Ethnic/racial background
o Income
o Education
o Religion
o Employment status
o Citizenship
o Language spoken, if other than English
Geographic:
This one's simple, it refers to where people live. Often, that's an important factor in reaching a
targeted group. Besides country, region (e.g. the Midwest), and state, there are some other
geographic divisions you might use:
o Area (for example, upstate) or county

58 | P a g e
o Locality, if rural
o City or town
o Area or neighborhood of a city or town.
o City block
Physical/personal history:
This category includes the physical and medical characteristics and personal experiences that
groups of individuals have in common that may influence their responses to promotional strategy
of S-FONE. Some of these include:
o Physical disability.
o Family history (including abuse, medical history, alcoholism, etc.)
o Risk factors for diseases or for social conditions (Abused children are more likely
than others to become abusive parents, for instance.)
o Current physical and/or mental health status.
Psychographic:
Psychographic characteristics are those that fill out demographic ones with people's lifestyles,
beliefs, and values. Demographics may tell S-FONE about someone's income; psychographics
tells you what she thinks the government should do with her taxes. Some psychographic
characteristics that might interest a social marketer:
o Political views, including both party affiliation and the radical-liberal-centrist -
conservative-rightist spectrum.
o Values and moral system.
o Social attitudes, touching on such issues as homosexuality, welfare, abortion, etc.
o Actual religious beliefs, as opposed to simply "being" Presbyterian or Islamic or
Eastern Orthodox.
o Environmental awareness and attitudes.

59 | P a g e
o Health consciousness.
o Conceptions of parenting. These can range from neglect to over-protection, from
permissiveness to authoritarianism, with infinite variations in between.
o Attitudes toward authority, from blind acceptance to outright hostility.
o Level of conformity.
o Attitudes toward education.
Behavior:
For a commercial marketer, behavior means behavior in relation to the product she's trying to
sell, brand loyalty, how people decide to buy a certain product (its price, its quality, its
reliability, its brand name), how they'll use it, whether they've bought it before, how much they
know about it, etc. For a promotional marketer, behavior also means behavior in relation to what
you're interested in, but that translates into a somewhat different set of characteristics.
7.4. S-FONE focusesthe segments having:
S-FONE targets the market having the criteria of the measurability, accessibility, substantiality,
and action ability.
Measurability:
For a commercial marketer, this is the ability to determine whether a particular segment is large
enough and has enough purchasing power to be worth pursuing. For S-FONE, it's whether
change in a particular segment of the population will have a significant effect on the issue S-
FONE’s addressing.
Accessibility:
Can S-FONE reach a particular segment with S-FONE’s message? If immunization is rare in a
particular language minority community, but S-FONE has no "inns" to that community, and no
one available who speaks its language, that segment is not accessible, as things stand. By the

60 | P a g e
same token, a neighborhood whose residents mistrust outsiders and pay very little attention to
any information that doesn't come directly from people they know is also less than accessible.
Substantiality:
Is the segment large enough and likely to yield enough of a return to be worth targeting?
Developing a social promotional campaign around immunization may not be worth it if only a
few families have failed to immunize their children. It would make much more sense in that case
to spread your message by personal contact.
Action ability:
The segment has to have characteristics that are distinct enough to make it possible to target a
campaign specifically to it. "Parents of children under five" may not be distinct enough for a
social marketing campaign to encourage immunization. S-FONE may have to target separately to
teen parents, single mothers, families without health insurance, families whose locations make it
difficult to get to a clinic, etc.
Undifferentiated marketing:
It is the practice of developing one message aimed in the same way at everyone S-FONE wants
to reach. In the early days of TV, particularly, most commercial campaigns were run this way.
The disadvantages of an undifferentiated campaign lie in trying to create a message and
presentation that will speak to everyone on some level. That's difficult even when the members
of S-FONE’s target audience are all similar in some way: teen mothers, or gay men, or
unemployed adults.
Differentiated marketing:
S-FONE plays the differentiated marketing principles in a great extent in the market. Once
again, this type of campaign has some disadvantages. First, it can be complex, especially if S-
FONE is trying to reach a large number of segments. S-FONE to come up with a tailored

61 | P a g e
message for each group, one that is not only aimed at helping that group understands what and
why it should change, but one that its members actually respond to. Differentiated marketing can
be very expensive, both in time and effort and in money. In addition to the energy needed to
create a different message and presentation for each segment, there are the costs of producing
and distributing all these different messages. Even if the campaign is a local one, involving
mostly volunteer labor and ideas, it will require a serious investment of resources. On the other
hand, differentiated marketing, if done well, can be extremely effective at reaching exactly the
groups S-FONE wants to reach, and motivating them to make the changes S-FONE is working
toward.
Concentrated marketing:
S-FONE uses the concentrated marketing segments for the promotional offer in a great extent to
the society and the country. As the name implies, concentrates on the single segment, or very
small number of segments that include those most crucial to the campaign's effort.
Other considerations
If your audience includes both teens and middle-aged business people, it's probably pretty
obvious that you wouldn't use the same message, or at least the same form of message, for both
of them. For the former, S-FONE might choose to emphasize what their peers are doing, and - if
S-FONE is using the media - present the message in a rapidly changing rock video format. For
the latter, S-FONE might appeal to practical or economic reasons for change, and have those
reasons presented straightforwardly by a professional-looking person in a suit. Some other kinds
of division also require different kinds and or forms of messages. Some of the segments to think
about include:
Education and social class:
In our supposedly classless society, these are almost the same. People who grew up as lower or
working class become middle class almost automatically if they graduate from college. Even if

62 | P a g e
they work at blue-collar jobs, they retain a different sensibility than those with no college
background, and are apt to respond to different kinds of messages.
Language:
If different segments speak different languages, or speak in different slang, they need to hear
your message in the language in which they're most comfortable, or in straightforward Standard
English that they can all understand. S-FONE makes promotional strategy on different languages
in different countries in a great extent.
Culture:
Different cultures may dictate different messages, even if their languages are the same. The
message and its presentation have to conform to the expectations of the culture if you expect
people to hear it. S-FONE influences the customers on their culture and the norms in a great
extent.
Offensiveness:
Some people judge a movie, for instance, on whether or not the people in it swear a lot, or
whether it includes sick scenes. The nuances of plot and character are lost in their outrage over
particular words or actions. Comprehensive family planning, involving birth control and the
possibility of abortion, can be seen by devout Catholics and Orthodox Jews as insulting to their
religious beliefs.
Levels of awareness:
Those who are sophisticated about the issue may find a simple approach insulting, or may ignore
it as obvious. By the same token, those who know little about the issue can be confused and
alienated by complicated explanations or arguments.

63 | P a g e
Levels of affluence:
You may want to ask more affluent people for contributions, while you pitch a message
requesting volunteer time or help in spreading the word to those who have less money to offer.
Promotional activities are also done by reference group for the purchasing mobile handset for
their usages. S-FONEcan divide strategic RMP to conduct effective promotional campaign.
7.5. Field- sales forces Training for better promotion of S-FONE:
Sales force is trained effectively so that they can use their full potential to conduct promotional
campaign.
The Vertical diagram of controlling and managing sales force are given below
GM- Sales
Regional Sales man
Assistant Sales man
Distric Sales man
Professional sales officers

64 | P a g e
7.6. Directto consumer advertising promotion of S-FONE:
Heavy direct-to-consumer (DTC) advertising strongly correlates with increased sales for the
promoted S-FONE brand. Maximum Bangladeshi people are poor so the use the low quality
product with the low cost for purchasing products. DTC advertising is targeted at consumers who
are influenced by the reference groups. Sometimes customers of mobile handset users and other
market segments are used to promote and play role to advertise new mobile set version and new
technology. In this case the company uses
 Buzz Marketing,
 Opinion Leader
 Concentrated marketing
 Reference marketing etc
8. Chapter eight: Findings of the study:
After analyzing the promotional strategies of S-FONE, Bangla china Telecom, the following
major problems are identified. These are given below on the basis of importance:
o There is lack of coordination among distributors for applying consistent promotional
strategies.
o The company has lower number of magazines to place advertisement.
o There is also Lack of dynamic and effective planning in applying promotional strategies.
o The company has the tendency also to invest low amount in promotion.
o There is lack of involvement of distributors, and stakeholders to promote product
efficiently.
o Increased competition and shortened window of opportunity
o Low level of customer knowledge (Distributors, Retailers, Wholesalers).
o Poor customer acquisition, development and retention strategies
o Varying customer perception and low market share

65 | P a g e
o The number and the quality of sales representatives and sales persons are low.
o Very high territory development costs.
o High training and re-training costs of sales personnel.
o Very high attrition rate of the sales personnel.
o Busy customers giving less time for sales persons interviewing question.
o Poor territory knowledge in terms of business value and the promotional sales people at
different region of the country.
o Unclear value of prescription about the customers in the country and the city of that
country in the list of each sales person.
o Unknown value of revenue from each retailer in the territory
o Virtually no mechanism of sales forecasting from field sales level, leading to huge
deviations
o Absence of analysis on the amount of time invested on profitable and not-so profitable
promotion strategies in a great extent to the country.
o Customers and lack of time-share planning towards developing promotional activities in
that of the country and the society.
o Manual and cumbersome administrative systems and processes designed which don’t
facilitate optimal efficiency levels in sales teams.
o Company has the comparatively less brand value than the other Mobile handset
companies.
o R & D is less in S-FONEthan the other existing brands.
o New innovative product should be launched after a certain period of time.
8.1. Specific findings from the S-FONE:
S-FONE is the marketing based developed company in our country. But the S-FONE does not
play the basic and the good role about the gaining the market share by intensive promotion. S-
FONE uses different tools of the promotion strategies for the company product awareness in the
country, but this not enough for the better company like NOKIA, SAMSUNG and etc. S-FONE
emphasizes on the trade promotion but their lack of the combination of the promotional tools in
the case of the getting awareness of the company. There is the lack of the advertising for the
company product awareness to the people of the country and the society in a great extent in the

66 | P a g e
country very much. S-FONE uses the low budget for the promotional activities of that company,
but for the development of the S-FONE should invest huge amount of the money for the
promotion sectors for the development of the high brand equity.
9. Chapter nine: Recommendations and con occlusion:
9.1. Recommendation:
Every company in our country and the world is give promotion for the gaining of their brand
equity very much and the very swiftly to promote the company in a distinctive way. S-FONE
uses the low budget for the promotional activities of that company, but for the development of
the S-FONE should invest huge amount of the money for the promotion sectors for the
development of the high brand equity. Generally S-FONE does not use the relational promotion
strategy in their market development in the country and the region. S-FONE should use huge
amount on the television advertisement for the awareness of their product. Actually the S-FONE
is the mobile handset for the economy class people in the country and the other people in that
position. So S-FONE should use the television promotion, newspaper promotion, leaflet
promotion rather than the online and the email promotion in that country and the other local used
promotional tools such as the local opinion leaders for the getting awareness of that people who
are in the local area domination in that country and the other people reference group influences
in a great extent. And the final suggestion and the recommendation for the S-FONE is to make
the sequential promotion of that products that the company wants to be gain the market share in a
specific area of the country in a great extent.

67 | P a g e
9.2. Conclusion:
S-FONE is the mobile handset company brand for the economy class in the country in a great
extent. I have discussed the promotional strategies of S-FONE and the promotional tools of the
S-FONE in the above by participating in the S-FONE mobile handset company for my
internship. In my internship report discussed above the promotional tools that the company uses
to capture the all market they operated in the country and the main city of Bangladesh. In the
report I have also discussed the some potential promotional activities that the company should
take for their gaining of the products awareness in the country and the other city level. The most
important promotional tools have been discussed in details of their products and their other
promotional operational activities of S-FONE. And above the discussion I have got the some
things that are very important and very essential for the maintenance of the S-FONE’s future
growth and the future development of that company in a great extent.

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10. References:
1. Kotlar.P (2011). Principles of marketing. 13th ed. India: Pearson. 490-501.
2. Tanner.J (2012). Building Partnerships and Business Marketing. 11th ed. USA: McGraw-
Hill. 590-658.
3. Ashkenas.R (2014). Two Ways to Reduce “Hurry Up and Wait” Syndrome. HBR. 1 (1),
35-96.
4. Fromm.J (2014). 3 reasons why Starbucks continues to win over millennials. Business
journal. 1 (1), 1-2.
5. Groysberg.B (2014). The Seven Skills You Need to Thrive in the C-Suite. HBR. 1 (1), 1-
35.
6. Lundine.S (2014). No shamrocks needed: 6 tips on doing business with Irish companies.
Business journal. 11 (1), 1-69.
7. Solender.M (2014). 5 ways to get the most from even your most basic marketing
materials. Business journal. 1 (1), 1-3
8. Aqa. (2014). Promotional Activities. Available: http://www.aqa.org.uk/subjects/business-
studies/a-level/applied-business-8610/subject-content/unit-10. Last accessed 18.
9. Addisonwhitney.(2014).Brand Strategy.
Available:http://www.addisonwhitney.com/what-we-do/brand-
strategy?gclid=CLyKsar2nb0CFUhT4god6E4AxA. Last accessed 18th March 2014.
10. Jim Riley. (2012). Pricing - Pricing Strategies. Available:
http://www.tutor2u.net/business/gcse/marketing_pricing_strategies.htm. Last accessed
18th March 2014.
11. learnmarketing. (2014). SERVICE MARKETING MIX (Extended Marketing Mix).
Available: http://www.learnmarketing.net/servicemarketingmix.html. Last accessed 18th
March 2014.
12. stanford. (2014). Competitive Advantage & Business Strategy. Available:
http://www.stanford.edu/group/biodesign/cgi-bin/ebiodesign/index.php/development-

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