Revised Organizational Part

Job satisfaction of the employees of GREY Advertising Bangladesh

Ltd.

Chapter One

(Introductory Part)

1 Dhaka Gerald Neo Dorus D’Costa

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1.1 Introduction

GREY Advertising Bangladesh Ltd is one of the leading advertising firms in the country. It started

in 1996 as the 1st multinational agency of the country. With an almost 100 member team, GREY

today is not only the best creative hub but also 2nd in terms of revenue with a BDT 700 million

billing and is leading the industry in all the service areas in the business. In additional work done

for its local as well as multinational corporate has won innumerable local and international

Awards and accolades, GABL is a member of Grey Group owned by WPP.

1.2 Origin of the report

This report is based on the Internship program in Grey Advertising Bangladesh Ltd. at

Operation and Marketing Services department, as a partial requirement of the BBA program.

It’s a nine credit course to complete the BBA program in the College of Business Administration

(CBA) at the IUBAT (International University of Business Agriculture and Technology). This

report has been prepared under the direct supervision of Md Lutfar Rahman, Faculty (IUBAT).

1.3 Objective of the study

1.3.1 Broad Objective:


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To depict a clear picture of activities of an advertising agency from the perspective of GREY

Advertising Bangladesh Ltd.

1.3.2 Specific Objective:

To know how the agency works and how the communication program is projected for a

brand.

To identify the role of the functional departments of GREY in delivery of service to the

clients.

To understand the employee satisfaction

How efficient the employees are to provide quality of service to their clients.

To find out the problems facing by various departments during executing their works.

1.4 Methodology

Here, this report is conducted by using both primary and secondary data. As primary data is

data collected from first-hand experience and secondary data is data published or analyzed

before in somewhere else. Primary data is collected through working in and being attached

with various activities of the organization. On the other hand, secondary data collected through

company archive, credentials and various documents.

1.4.1 Sampling Plan

Population: Total number of employee (100).

Element: Only those who are working in GREY.


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Time: Three Months.

1.4.2 Sample size

A total of 50 people had been selected randomly. The population has been defined both male

and female.

1.4.3 Sample technique

I have used Liker scale to get the response from the employees .I would like to know whether

respondents’ are Very Disagree (1), Disagree (2), Neither Agree or Disagree (3), Agree (4), Very

Agree (5), with each statement.

1.5 Data sources

While I was conducting the study I have collected various types of primary and secondary data.

Data has been collected through different sources like by taking interviews the responsible.

1.5.1 Primary Sources

Face to face conversation with the employees

Personal observation

1.5.2 Secondary Sources

Majority of the secondary data was obtained from the several Department of GREY Advertising

Bangladesh Limited Annual reports and their credentials, their officials’ web sites, reports done

on the agency sectors and information obtained from the Internet, augmented this report to

take a comprehensive shape.


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1.6 Scope of the study

In this report, the main concern is how GREY Advertising Bangladesh Ltd. Works for a client.

Working process of other agencies are not concern matter for this report. As GREY Advertising

is one of the leading advertising agency in Bangladesh now a day’s thus this report will help to

understand the whole process of advertising in Bangladesh and their operation & marketing

services. And also will give some useful knowledge about current advertising scenario. Here,

detailed work process of creative department and media department are not discussed. As this

study tried to make management process clear thus operation and marketing services is mainly

focused.

1.7 Limitation

Information at the organization is confidential; the management of the organization was

unwilling to provide all information required to carry out the study.

Less access to all type of information of the organization.

Lack of relevant knowledge.

The respondents sometimes may not be agreeable in providing accurate statistics and

information.


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Chapter two

(Organization Part)


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2.1 History of GREY Group

GREY is a part of the GREY Group, a company that has been serving the people for 91 years.

GREY Global Group operates branded independent business units in many communications

disciplines including: advertising, direct marketing, public relations, public affairs, brand

development, customer relationship management, sales promotion, interactive marketing —

through its subsidiaries: GREY, G2, GHG, GCI Group, Mediacom Worldwide, Alliance, GWHIZ,

and WINGLATINO. The core business of advertising falls under GREY and G2. GREY, previously

known as GREY Advertising and also as GREY Worldwide, has been renamed GREY in 2007 and

is the mainstream advertising wing of the Group.

GREY group started operation in 1917 as a one-client, one room agency In New York. Over the

years it has evolved to become one of the best known marketing communications brands in the

world and currently has a network of 432 offices in 96 countries.

Today GREY is proud to have global clients such as: BellSouth (2001), Cendant Corporation

(1993), ConAgra Inc. (1991), Darden Restaurants/ Olive Garden (1984), Diageo (1979), Forest

Laboratories (1992), GlaxoSmithKline (1955), Hasbro (1972), International Dairy Queen (1997),

Janssen Pharmaceutical (1993), J. P. Morgan Chase (1990), Lilly (1997), Merck (1991), Nokia

(1986), Novartis (1985), Pharmacia (1998), Procter & Gamble(1956), Volkswagen - Audi Group

(1998), Warner Bros. (1977), and Wyeth (1995).


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2.2 Global Identity

2.2.1 Vision

To be a great global integrated Communication Company creating and enhancing brand value

for the clients.

2.2.2 Mission

We will create leading brand ideas: ideas that create resonance in people’s hearts and minds

and create brand preference.

2.2.3 Culture

We are a collaborative community of intellect and talent and our currency is ideas. We thrive

on imagination, passion and leadership.


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2.3 Client’s problem

At first client communicates and fixes a meeting with the GREY officials and they express their

problems and the type of remedy (if they have an). In the long years of doing business the

common problems GREY hear from the clients are:

Sales in getting low

Arrival of new competitor

Launch of new brand

Market rumor etc

The agency needs to understand the clients business and have a good knowledge of the

dynamics of the market in which the client operates. Equally, the agency should also be aware

of the motivations and decision-making processes of end consumers. A new product or service,

new situation or changing market condition may provide the starting point for a new role to be

performed by advertising, direct marketing, personal selling, sales promotion, event

sponsorship, or internet marketing.

2.4 Advertising Process


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Planning

Media planning

Creation of the ad

Ad testing

Producing the ad

2.5 Reason for choosing ad agency

There are several reasons why a business hires an ad agency for solving marketing problems

and branding/promotion. Basically companies hire ad agency for creative and better work as

agencies have professional’s personnel in this sector. Companies actually expect creative

solution, outside expertise, trustworthy relationship, and long term strategic focus, extension of

marketing capabilities and better coordination of activities from agencies. Moreover companies

try to save time regarding media coverage of their business by hiring advertising agencies.

2.6 When GREY works for a client

There are certain conditions that are prerequisite that GREY will be working for the

organization.

Some of them are:

If the product line is not conflicting to the lines already handled by GREY.

Good quality of the product


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Availability of funds for researching

Market position of the product has to be possible to be developed

Creative and working freedom

Trust and partnering

2.7 GREY details: GREY Worldwide

GREY Advertising Bangladesh Ltd. Is a GREY Global Group Inc. company. A brief overview of the

parent company thus requires a brief introduction. A fortune 500 company of the year 2004,

GREY Global is the second largest marketing & advertising company with the following concerns

under its belt:

GREY Worldwide – Mass Advertising.

Mediacom – Media Buying and Planning.

Grey Direct – Direct Marketing.

GCI – Public Relation.

Grey Health care Group – Health Care Marketing.

G2 – Brand Identity & Promotion.

Grey Interactive – Interactive Communication.

J. Brown/LMC Group – Co Marketing / Local Marketing.

Beyond Interactive – Interactive Communication.

G-Whiz Entertainment – Youth & Entertainment marketing.

Grey Alliance – Entertainment Partnership.

Wing Latino Group – Hispanic Marketing.


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Grey Direct Marketing – Multimedia Communication.

Ericson Fina – Beauty, Fashion and Image.

2.8 Our Global Resources: A Rich Total Communications Company

Fig 1: Global Resources of GREY


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--------------------------------| Our Global Clients |--------------------------------

2.9 Key events in GREY’s History

1917: Larry Valenstein started a one room direct mail company, which he called GREY Studios

1925: Valenstein and Fatt renamed the company GREY Advertising

1935: GREY Matter, a news bulletin of current ideas and facts that move merchandise, was

introduced

1956: GREY began its relationship with its first major client Procter & Gamble

1959: GREY opened its first international office, in Montreal, Canada.

1961: Herb Strauss was made president of GREY

1965: GREY went public and its stock began trading on NASDAQ

1970: Edward H. Meyer became CEO and remained in that position for 36 years

1989: (1989) Barry Chapman, Group IS Director of London based GREY Communications,

developed the New Media Experiment by exploring the use of the internet as an alternative to

traditional advertising media


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1993: John Shannon was appointed the President of GREY International

2000 (2000): GREY Advertising became GREY Global Group

2005 (2005-03-07): GREY became part of WPP Group plc, which is one of the world's leading

communications services groups.

2006: Ed Meyer retired and Jim Heekin became the new CEO and Chairman of GREY Global

Group

We Believe in Long Term Relationships

Table 01: Length of service provided by Grey

2.10 Our Asia Pacific Network

28 Offices, 28 Cities, 17 Countries


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9

5

5

8

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8

3

7

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5

6

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3

8

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9

6

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2.11 Our Clients across Asia Pacific


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2.12 GREY ADVERTISING BANGLADESH LIMITED (GABL)


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The first joint venture international full service advertising agency to set up in Bangladesh,

GABL is today the largest stand alone agency in Bangladesh with billing of USD 6 million in 2006.

GABL is a market leader with a dynamic team of young and talented professionals and has won

an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan

Samman Awards for all Bengali advertising work done in India and Bangladesh. In additional

work done for its local as well as multinational corporate has won innumerable local and

international Awards and accolades. GABL is a member of the Grey Group owned by WPP.

Grey Advertising is one of the newest ad agencies as well. Standard only in 1996, Grey has been

able to strengthen its market passion strongly because of its multinational experience and

“Global” approach to business. A Grey Global Group Inc, USA company, Grey has one of the

most exquisite portfolios in the country.

2.12.1 The major clients are

Grameen Phone

Prothom Alo

GMG Airlines

Procter & Gamble (P&G)

Glaxo Smithkline (GSK) Vaccination

GSK Consumer Health Care

Abul Khair Group

Philips Lighting

Akiz Group

Novartis

Gallery Apex

Pacific motors

Shark Energy Drink

Igloo

Aarong etc.


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It is worth mentioning that P&G and GSK are all global partners of GREY WORLDWIDE. The only

multinational company in the country, Grey has proven its worth over past few years.

From establishing a new brand like Virgin drinks or CityCell Digital to continuing the Global

Corporate image of BAT, Grey is termed as the most respected ad agency in Bangladesh.

Managed by the professionals having track record, Grey maintains one of the smallest

workforces to run its multi-million taka operations.

The creative of Grey in Print & TV media has been undisputed. The astute, smart creative

professionals work for selling quality work with less priority to quantity of work has been a

trend of Grey across the global. The Media department of Grey is not far behind.

Grey Advertising Bangladesh is the second largest buyer of print medium of Bangladesh and

one of the leading ones in TV medium. Besides these, there are few success stories of Grey

Advertising Bangladesh like; Grey Bangladesh won the “International Media Exchange Award”

for its GSK Vaccination ad.

Recently Grey receives six awards in Ad fest for promoting successfully Grameen Phone,

Prothom Alo and Abul Khair Steel. A very small party of professionals working in the Account

Management department runs the operations and management of the company. Graduates

from the reputed business schools of home & abroad, these young managers thrive to reach

the very best.


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The work environment of Grey Advertising is another example of its classy, multinational aura.

The well decorated, smart office floor is equipped with latest technology like LAN and Internet.

The average age of the employees is 28-quite unthinkable in most other workplace in

Bangladesh. Thus the company is a true believer of youth and exuberance. Inherited from the

parents in New York, USA, Grey Advertising always attempts to learn the newest way of doing

business.

Grey advertising is the first ad agency in Bangladesh to buy a spot in a local web portal for one

of its clients. The commitment to technology continues as the company is looking forward to

set up a separate wing – Grey Interactive, the worldwide Grey concern concentrating on the

Internet advertising and other forms of digital communications.

2.13 Vision

To be established as the most effectively creative marketing service provider in Bangladesh

# Would continue adding more creative values to their regular clientele

# Core focus would be creating their own marks in the market both local & global

What makes us believe in us!

# In 2009 and 2010; most of their activities have created a new benchmark in the industry

which

has created huge talking point.

# This year; they want to set new ones


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2.14 Services

Advertising

Brand development

Branding and design

Retail solutions

Database management

Outdoor management

Healthcare products management

Specialized event management and solutions


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2.15 Management Style

GREY as an advertising firm is a strict believer in discipline, both financial personal and strategic

thinking. The focus is always to create greater value for the client and to break established

communication norms only to create new trends.

Both the above focus requires a participatory style of management where every employee is

not only given responsibilities but also the authority to execute the responsibilities in the best

possible way.. Every member and the leaders of the functional groups are accountable to the

group for decisions taken.

Every team starts with an Executive who is supervised by a Manager, who in turn reports to a

Director. This lean structure is maintained in every department starting from servicing to

creative. This helps in delegation, managing personal KPI and maintaining the participatory form

of management. Directly supervising the Directors are two General Managers who also act as

the Country Heads. One General Manager is responsible for Strategy, Creative and Client

Relations, while the other General Manager is responsible for Finance and Administration.

The Management Team


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2.16 Stakeholders

The local partners of GREY, Mr. Monzur Elahi and Mr.Nasim Monzur hold 40% equity of the

company while GREY holds the rest 60%. All operational decisions are taken by GREY, though

the Chairman, Mr.Monzur Elahi, is consulted for major business decisions.

The other stakeholders of the company – employees, suppliers, media houses and clients – act

as significant influencers in its operational structure and decision making process. SOPs, rates,

deliverables, deadlines, and operational & management tools are set only after consultation

with and agreement of all 4 parties.

All stakeholders in turn also take responsibility of building and upholding the company image.

Functional groups, from employees, are chosen to take leadership roles in managing the

Company Image and Culture. These groups are assigned in specific areas such as Knowledge

Leadership, Culture Leadership, and Image Leadership. These groups undertake responsibilities

of publications, corporate activities, training and education and company participation in all

relevant fields. It is also ensured that suppliers, media houses and clients act as close support

teams in holding up and enhancing the company image by sticking to the GREY brand guidelines

and principles.


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Fig. 02: Brand building Style of GREY.

2.17 Brand Building & Management

A 20 member team divided among 7 groups looks after both the servicing and planning of the

brands. This team act not only as the business and profit centers but also as brand architects

within the institution. Armed with tools like Brand Acceleration Model. GREY not only helps in

creating and managing brands but also provides a wide range of solutions for a seamless and

integrated marketing planning that covers not only advertising but also public relations (PR)

initiatives, Customer Relationship Management (CRM) related activities, direct marketing and

various ground level activation programs.

2.18 Market Research

Depending on the necessity of the project and the planning, GREY conducts in depth research

and survey. If needed, it ties up with third party marketing agencies for long term research,

retail audits and studying behaviors of respective target audiences. In-house Focus Group


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Discussions (FGD) is also frequently used for planning purpose. GREY Dhaka also conducts

independent qualitative and quantitative studies to contribute solely to the better

understanding of the consumers. These studies act not only as local resources but also as

regional resources (Eye on Asia). This is usually, but not only, the responsibilities of the Brand

Team.

2.19 Media Planning and Buying

With a 12 member team GREY provides solutions to its clients regarding what should be the

media strategy of a particular campaign across different medium which includes print, TV, radio

and outdoor. With both viewership and monitoring data collected from 3rd parties like SERIUS,

GREY Media ensures not only the most effective and efficient planning but also the most

transparent feedback and monitoring format. GREY is one of the first agencies to undertake

initiatives to put interactive media or online media as part of the conventional and day-to-day

media planning and buying.

2.20 Event ManagementFrom arranging product launching to press conference, GREY has earned reputation of

producing events at amazingly low lead time and within budget. Such control over event

management are not limited to events happening in Dhaka only but also across different

regions of the country. GREY’s arranged event “Mobile Fair” for AKTEL in seven different

locations in the country has earned much appreciation from the client.

2.21 Design & Creative Solutions


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With a young team of 16 members, GREY today can boast to be the most creative agency of the

country with the highest number of known creative minds working together as a single Creative

Team. This team is not restricted to churning out the best designs and copy for the usual print

and electronic media but extend into almost any area of creative thinking, ranging from TV &

radio program creation to photography to publications to film making to interactive content

development, like website design, hosting, e-learning programs etc.

2.22 Production

Strategic alliance with a number of producers ranging from innovative outdoor materials

production to conventional print production, GREY has the capacity to provide all kinds of

solutions that are not limited to traditional production, but also for customized production of

gift items. GREY’s production capabilities are also extended in the production of television

commercials and photography, which has already been praised among the industry’s leading

critics. GREY in fact can boast for having one of the lowest turnaround times in the industry

when it comes to delivering quality production jobs

2.23 Leaders


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Syed Gousul Alam Shaon (Country Head at Grey Dhaka)

Salahuddin Shahed (Assistant Vice President )

Shafquat Wasi Ahmed (Assistant Vice President)

M. A. Maruf (General Manager)

Ashique Ul Azam Khan (Account Director)

Syed Mohammed Tariq (Account Director)

Nurur Rahman Bachchu (Associate Creative Director)

Javed Akter Suman (Associate Creative Director)

Shaiful Azim (Director, Operation; Marketing Services)


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Simon Bin Mansoor (Director, Service & Planning; Marketing Services)

2.24 Organizational Structure


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Fig.03 - Organizational Structure


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2.25 Management Hierarchy of Servicing Team

Fig. 04 - Hierarchy of Servicing Team

GREY Advertising Bangladesh Ltd. Offers’ a huge range of services regarding branding and

promotion basically including 360 degree campaign and event and activation management. To

be specific major service areas of GABL are given below-

Concept development

Print ad

Press ad

Outdoor ad (billboard, bus branding, store branding, van branding)

Broadcasting ad (TVC, RDC)

Publication design (brochure, annual report)


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Event management

Media planning and execution

2.26 Management Hierarchy of Media Team

Fig. 05 - Hierarchy of Media Team

The media section method is a little bit hard-hitting here in Bangladesh. In case of TV

broadcasting media, the important factors considering by the GREY are:

Coverage of the network (BTV has the highest coverage)

Type of product (some products cannot be advertised in national TV before 10)

Cost

TRP rating (In case of relationship, agencies follow a rating called television rating

point, TRP.)

In case of print media selection, the important factors are


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Type of the newspaper or Magazine

Circulation

Cost

GABL media dept. has few members who work so hard to give good media coverage of the

clients business. This department is led by chief media manager.

2.27 Management Hierarchy of Creative Team

Fig. 06 - Hierarchy of Creative Team

This is the engine of organization because it is them who make GREY popular and effective to

the clients. They perform certain acts. Some of them are given below.


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Developing theme for a TV commercial

Developing headlines, sub headlines and body message for an advertisement tobe

printed on papers.

Designing the look of the artists in a commercials

Visualizing the idea

Preparing jingles

Finalizing layout etc.

2.28 Management Hierarchy of Admin Team

Fig. 07 - Hierarchy of Admin Team

2.28.1 Finance & IT department

The finance dept. and IT dept. of GREY functions like finance & IT department from any other

business organization. There are six members in finance and two members in IT department.

2.28.2 HR department


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This dept. helps to find out the best people, who can suit with this organization. This

department also motivates the employees in various ways.

Recruiting new employees are their concern

Training and development of the interns are going in a good way is also their concern.

Compensation, employee benefit, leave and service rules program.

Placement and performance appraisal of employees

Preparing rated sports

Reporting the Executive committee/Board on related matters.

2.29 Management Hierarchy of Events & Activation Team


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Fig.08 - Hierarchy of Events & Activation Team

From arranging product launching to press conference, GREY has earned reputation of



regions of the country. GREY’s arranged event “Mobile Fair” for AKTEL in seven different

locations in the country has earned much appreciation from the client. Grey also arrange

district wise event. Recently they arrange, launch and organized the event, name “Odommo

Chottogram”. And they also able to launch a product and activation at a time in whole country.


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Chapter Three:

(Actual Task Part)


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From arranging product launching to press conference, GREY has earned reputation of



regions of the country.


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Fig. 09 – GREY: Services

3.1 GREY Marketing Services

3.1.1 Branding and Design

An effective brand strategy gives Grey a major edge in increasingly competitive

markets. Strategic branding leads to a strong brand equity, which means the added value


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brought GREY’s products or services that allows client to charge more for your brand than what

identical, unbranded products command.

3.1.2 Direct marketing

It’s a channel-agnostic form of advertising that allows GREY businesses and nonprofits to

communicate straight to the customer, with advertising techniques such as mobile messaging,

email, interactive consumer websites, online display ads, fliers, catalog distribution,

promotional letters, and outdoor advertising.

3.1.3 Interactive Marketing

GREY allows customers and prospects to participate in the process of building a brand's image

in a certain market or target group's minds. Thanks to the consumer's ability to "interrupt" a

brand's communications and to complement or modify its messages to fit his or her perception.

3.1.4 Promotional Marketing

There are different ways to promote a product in different areas of media. GREY use 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. This is to increase the sales of a given product.

3.1.5 Trade Marketing


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Basic method of trade marketing is focusing on sales fundamentals, such as Distribution,

Display, Promotion and Price. With data and knowledge of sales fundamentals, trade marketing

develops market strategy aligned with brand strategy. In order to deliver sales volume and

value, trade marketing support sales forces with well-designed fundamental enhancement

plans.

.

3.1.6 Shopper Marketing

Shopper marketing may be included in trade marketing, therefore the shopper being another

target for trade marketing managers, while it can also be considered as a separate discipline.

Some of the activities to increase demand at shopper level include setting the right panorama,

price announcements such as inserts, use of pop materials.

3.2 When I was in GREY --------------------------------------------------------------

When I was in GREY, done my internship as an associate on the event and activation team. In

internship, I works as an officials’ trainee and also a few unofficial jobs under the direct

supervision of directors or Coordinators. Sometimes I made PowerPoint slide for the activation

team and sometimes work as a monitor of activation team, and also associates with the

coordinators in the activation.

3.2.1 Presentation Slide maker

Few of the presentation slide done by me when i was on internship in GREY, like Horlics

Garments activation that was held on many of the garments in Dhaka, Gazipur and Chittagong.


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3.2.2 Monitor

Sometimes I work as a monitor and serve the activation team when required. Like Horlics

activation on Meena Bazars trolleys in different outlets’ in whole Dhaka city and Chittagong.

3.2.3 Associates

I am work as an associate in the event of Pizza Inn, when they launching their first outlet at

Gushan.

3.2.4 Photographer

I am also works as an official’s photographer for capturing photo for various purposes. As an

example, I take a numbers of photos of pharmacy, renowned Doctors’ chamber and shops in

different position and point of view for the prerequisite work of brandings of Horlics.


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Chapter Four

(Research Part)


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4.1 Research Findings & Elaboration4.1.1 Hypothesis Development:

1 . My company is one of the best companies to work for.

2. My company treats me well.

3. I am proud to tell people I work for this company

4. Considering everything, I am satisfied working for my company at the present time.

5. I am satisfied with my job and the kind of work I do.

6. My job are challenging and interesting.

7. I understand what is expected of me in my work.

8. I am satisfied with my working conditions.

9. I am satisfied with the job opportunities in the company.

11. I was given enough feedback on my performance.

10. Promotion goes to those who most deserve it.

12. I am satisfied with the opportunities for training.


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13. My manager takes prompt and fair corrective action on employees who fail to perform their

work satisfactorily.

14. My manager gives me clear instructions

15. My manager is available when I need advice

H1 H2 H3 H4 H5 H6 H7 H8 H9 H

10

H

11

H

12

H

13

H

14

H

15

1-very

disagre

7 3 4 3 11 2 4 9 7 11 1 20 15 10 7

2 –

disagree

3 8 6 7 4 8 7 11 4 9 4 5 10 9 6

3 –

neutral

6 7 7 5 10 5 10 14 10 5 5 5 10 2 10

4 – agree 25 24 20 30 15 25

10

6 19 20 20 10 10 21 20

5 – very

agree

9 8 13 5 10 10 19 10 10 5 20 10 5 8 7

Total 176 176 183 177 182 183 183 127 171 149 204 135 130 158 200

Average 3.25 3.52 3.66 3.54 3.64 3.66 3.66 2.54 3.42 2.98 4.08 2.7 2.6 3.16 4

Standar

d

1.34 1.11 1.65 1.04 1.58 1.09 1.32 1.42 1.28 1.36 0.99 1.60 1.35 1.41 1.44


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4.1.2 Hypothesis Testing:


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Deviatio

n

Z-test

value

3.9

6

3.7

7

5.0

4

7.4

2

13.9

0

7.53 17.7

0

0.2

0

5.1

1

0.25 11.2

8

0.90 0.5

2

3.47 7.5

Sources: Questionnaire Survey / Table 02 - Hypothesis Testing

(1) HO: My company is not one of the best companies to work for.

HA: My company is one of the best companies to work for.

Ho: µ =2.5

HA: µ>2.5

N = 50

Here, X = 3.25

σ = 1.34

Zca l = (X -µ)/ (σ /√n) =3.96

At 5% level of significance, follows Z -distribution Z0.05 =1.645

Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be

said that My Company is one of the best companies to work for.


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1-very disagre14%

2 disagree6%

3 – neutral12%4 – agree

50%

5 – very agree18%

H 1 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(2) HO: My company not treats me well.

HA: My company treats me well.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =3.52

σ =1.11

Zca l = (X -µ)/ (σ /√n) =3.77


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Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that

My Company treats me well.

1-very disagree6%

2 disagree16%

3 – neutral14%

4 – agree48%

5 – very agree16%

H 2 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(3) HO: I am proud to tell people I work for this company

HA: I am proud to tell people I work for this company

Ho : µ =2.5

HA : µ>2.5

N = 50

Here, X =3.66


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σ =1.65

Zca l = (X -µ)/ (σ /√n) =5.04


Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that, I

am proud to tell people I work for this company

1-very disagre8%

2 disagree12%

3 – neutral14%

4 – agree40%

5 – very agree26%

H 3 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(4) HO: Considering everything, I am not satisfied working for my company at the present time.

HA: Considering everything, I am satisfied working for my company at the present time.

Ho : µ =2.5

HA : µ>2.5


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N = 50

Here, X =3.54

σ =1.04

Zca l = (X -µ)/ (σ /√n) =7.42

At 5% level of significance, follows Z -distribution Z 0.05 =1.645


considering everything, I am satisfied working for my company at the present time.

1-very disagre6%

2 disagree14%


60%

5 – very agree10%

H 4 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(5) HO: I am not satisfied with my job and the kind of work I do.

HA: I am satisfied with my job and the kind of work I do.


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Ho : µ =2.5

HA : µ>2.5

N = 50

Here, X =3.64

σ =1.58

Zca l = (X -µ)/ (σ /√n) =13.90


Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that I

am satisfied with my job and the kind of work I do.

1-very disagre22%

2 disagree8%

3 – neutral20%

4 – agree30%

5 – very agree20%

H 5 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree


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(6) HO: My job are not challenging and interesting.

HA: My job are challenging and interesting.

Ho : µ =2.5

HA : µ>2.5

N=50

Here X =3.66

σ =1.08

Zca l = (X -µ)/ (σ /√n) =7.53


Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that,

my job are challenging and interesting.


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1-very disagre4%

2 disagree16%

3 – neutral10%

4 – agree50%

5 – very agree20%

H 6 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(7) HO: I not understand what is expected of me in my work.

HA: I understand what is expected of me in my work.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =3.66

σ =1.32

Zca l = (X -µ)/ (σ /√n) =17



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Since Z cal> Z tab the null hypothesis is not accepted. So at 5% level of significance, it can be said that, I

understand what is expected of me in my work.

1-very disagre8%

2 disagree14%

3 – neutral20%

4 – agree20%

5 – very agree38%

H 7 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(8) HO: I am not satisfied with my working conditions.

HA: I am satisfied with my working conditions.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =2.54

σ =1.42


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Zca l = (X -µ)/ (σ /√n) =0.20


Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that, I am

not satisfied with my working conditions.

1-very disagre18%

2 disagree22%3 – neutral

28%

4 – agree12%

5 – very agree20%

H 8 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(9) HO: I am not satisfied with the job opportunities in the company.

HA: I am satisfied with the job opportunities in the company.

Ho : µ =2.5

HA : µ>2.5

N=50


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Here, X =3.42

σ =1.28

Zca l = (X -µ)/ (σ /√n) =5.11


Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that I am

satisfied with the job opportunities in the company.

1-very disagre14%

2 disagree8%


38%

5 – very agree20%

H 9 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(10) HO: Promotion goes to those who are not most deserve it.

HA: Promotion goes to those who most deserve it.

Ho : µ =2.5


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HA : µ>2.5

N=50

Here, X =2.98

σ =1.36

Zca l = (X -µ)/ (σ /√n) =0.25


Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that

Promotion goes to those who are not most deserve it.

1-very disagre22%

2 disagree18%

3 – neutral10%

4 – agree40%

5 – very agree10%

H 10 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(11) HO: I was not given enough feedback on my performance.


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HA: I was given enough feedback on my performance.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =4.08

σ =0.998

Zca l = (X -µ)/ (σ /√n) =11.20



was given enough feedback on my performance..


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1-very disagre2%

2 disagree8%

3 – neutral10%

4 – agree40%

5 – very agree40%

H 11 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(12) HO: I am not satisfied with the opportunities for training.

HA : I am satisfied with the opportunities for training.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =2.70

σ =1.61

Zca l = (X -µ)/ (σ /√n) =0.90



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Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that

employee not satisfied with the opportunities for training.

1-very disagre40%

2 disagree10%

3 – neutral10%

4 – agree20%

5 – very agree20%

H 12 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(13) HO: My manager not takes prompt and fair corrective action on employees who

fail to perform their work satisfactorily.

HA: My manager takes prompt and fair corrective action on employees who fail

to perform their work satisfactorily.

Ho : µ =2.5

HA : µ>2.5

N=50

Here, X =2.60


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σ =1.35

Zca l = (X -µ)/ (σ /√n) =0.52


Since Z cal> Z tab the null hypothesis is accepted. So at 5% level of significance, it can be said that My

manager not takes prompt and fair corrective action on employees who fail to perform their work

satisfactorily.

1-very disagre10%

2 disagree30%

3 – neutral20%

4 – agree20%

5 – very agree20%

H 13 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(14) HO: My manager is not gives me clear instructions.

HA: My manager gives me clear instructions.

Ho : µ =2.5

HA : µ>2.5

N=50

Here X =3.16


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σ =1.41

Zca l = (X -µ)/ (σ /√n) =3.47



My manager gives me clear instructions.

1-very disagre20%

2 disagree18%

3 – neutral4%

4 – agree42%

5 – very agree16%

H 14 1-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

(15) HO: My manager is not available when I need advice

HA: My manager is available when I need advice

Ho : µ =2.5

HA : µ>2.5


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N=50

Here X =4

σ =1.44

Zca l = (X -µ)/ (σ /√n) =7.5



My manager is available when I need advice.

1-very disagre14%

2 disagree12%

3 – neutral20%

4 – agree40%

5 – very agree14%

H 151-very disagre

2 disagree

3 – neutral

4 – agree

5 – very agree

4.2 Findings


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(1) My Company is one of the best companies to work for. 18% of the Population is strongly

agreed with that and 50% are Agree.

(2) My Company treats me well. 8% of the Population is strongly agreed with that and 48% are

Agree.

(3) I am proud to tell people I work for this company. 26% of the Population is very agreed with

that and 40% are Agree.

(4) Considering everything, I am satisfied working for my company at the present time. 10% of

the Population is very agreed with that and 60% are Agree.

(5) I am satisfied with my job and the kind of work I do. 20% of the Population is very agreed

with that and 30% are Agree.

(6) Job in GREY is challenging and interesting.

(7) Employees are clearly understood what is expected to them in work.

(8) A large number of employees are not satisfied with their working conditions.

(9) I am satisfied with the job opportunities in the company. 20% of employees are very agreed

and 38% of employees are agreeing with this statement.

(10) A manager gives clear instructions to the employee, and also available when need advice.

4.3 Recommendation


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Integrated marketing communication process have become popular among marketers at recent

times as it provides marketers the option of using different promotion tools to attract

consumers rather than using only advertising. Therefore in the present world advertising

agencies have become an important player of the communication process as they are the one

who can provide continuous support to the marketers to showcase their message to the

consumers in the most effective and affordable ways As Bangladesh is an emerging market for

advertisement industry, GREY have to take some steps to cope up with the huge competition.

Some recommendations are suggested below.

Need to use structured project management system

My Company treats me well. 8% of the Population is strongly agreed with that and 48%

are Agree. It’s not just enough for a global company .Its must should be 90% plus.

Need to own in-house production for reducing cost

I am satisfied with the job opportunities in the company. 20% of employees are very

agreed and 38% of employees are agreeing with this statement. It’s not good enough

for GREY. Its must should be develop their job opportunities.

Need to redefined and understand the client relationship

Need to provide worth full training program

Obtain employee commitment


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4.4 Conclusion

It has been just 31 years of advertising. In the last decade people have learned to think

differently. Our human resource is developing very fast. They are now more learned and skilled.

It is for sure that if these people get academic lesions on advertising then they will surely

perform very well in the near future.

This study has helped me to know the in-depth of agency activities, opportunity to improve

further in engaging customers with brands, future business opportunities in the market.

Basically, an advertising agency is involved with the activity of advertising, brand development,

branding and designing, retail solution, database management, PR, specialized event

management, and solutions. So, we have learned a lot from all these activities and we hope our

recommendation will help GREY advertising Bangladesh Ltd to enhance its internal activities,

inter-departmental close relationship which actually smooth its way to the top of advertising

industry.


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References

GREY official documents and credentials (2012)

Grey Bangladesh, 2010 cases retrieved from http:// www.grey.com/bangladesh

Kotler, P. and Armstrong, G. (2002): “Principles of Marketing”, Prentice Hall, Eaglewood

Cliffs, New Jersey.

Gary Dessler & Biju Varkkey, “Human Resource Management” (Eleventh Edition), An

imprint of Pearson Edition; Delhi, Chennai, Chandigarh.


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http://www.grey.com/bangladesh

Documents

Revised Organizational Part