Letter of Transmittal

16
th
April 2014
Ms. Sherina Idrish
North South University
Subject: Submission of report
Dear Miss,
Here is the report on the IMC Campaign for CITYTOUCH that you have asked us to prepare
as a part of the requirement for our Mkt 337 course.
In presenting this report, we have tried our level best to include all the relevant information and
explanations to make this report informative and comprehensive. It was very enriching and
exciting experience for us to prepare this report.
Our report writing skills and communication skills have improved a lot during the course of
writing this report. We look forward to working under your guidance again in the near future.
Thank You for believing in us and giving us this wonderful opportunity.
Sincerely,
Numayer Ahmed Chaudhuri (ID- 111 0126 5 30)
Farhan Israq Ahmed (ID- 111 0440 0 30)
Sourav Shuvro Saha (ID-111 0443 0 30)
Mohammad Hasanur Rahaman (ID- 113 0436 0 30)
Md. Aminul Islam (ID- 121 0228 0 30)

Acknowledgements
This report would have been impossible without the valuable contributions and limitless help
of several individuals. Our first acknowledge goes to the Almighty for giving us the patience and
courage to finish this task within its deadline. Then, we cordially thank our respected course
instructor, Ms. Sherina Idrish for her continuous guidance and support to make this report
possible. She assisted us whenever any help was needed. Her generosity and liberality aid us to
go further with this report without any hazardous situation.
We would like to express gratitude to our friends and classmates for their friendly and cordial
cooperation and suggestion during working on the project. They have generously supplied
insightful comments, helpful suggestions, and contributions all of which have progressively
enhanced this report.
Last but not the least we are very thankful to our families. Without their help, kindness, and
love this report would not be done so successfully.

Contents
Company Overview ................................................................................... 1
Market Segmentation ................................................................................ 2
IMC Objectives ......................................................................................... 3
Advertising ............................................................................................. 3
Direct Marketing ..................................................................................... 3
Internet Marketing .................................................................................. 3
Sales Promotion ...................................................................................... 4
Public Relations ...................................................................................... 4
Personal Selling ...................................................................................... 4
Contact Points ............................................................................................ 5
Geo fencing ............................................................................................. 5
In-Person ................................................................................................. 5
Telephone ............................................................................................... 5
Kiosks ..................................................................................................... 6
Internet .................................................................................................... 6
IMC Tools ................................................................................................. 7
Advertising: ............................................................................................ 7
Sales Promotion: ................................................................................... 11
Publicity: ............................................................................................... 13
Interactive Marketing ........................................................................... 14
Personal Selling .................................................................................... 16
Flash Mob ............................................................................................. 17
Support Media ...................................................................................... 19
Mobile Games App ............................................................................... 20
Developing the Ad ................................................................................... 21
Major Selling Idea ................................................................................ 21
Source and Appeal ................................................................................ 21
Theme of TVC ...................................................................................... 21
Message of TVC ................................................................................... 21
Slogan of TVC ...................................................................................... 21
Execution Style ..................................................................................... 21
Media Objectives: .................................................................................... 22
Budget Consideration: ............................................................................. 24
Daily Newspaper .................................................................................. 24
Magazine ............................................................................................... 25
Television ............................................................................................. 25
Billboard ............................................................................................... 25
Radio ..................................................................................................... 26
Kiosk ..................................................................................................... 26
Story flow of the TVC ............................................................................. 27
Evaluation and Conclusion ...................................................................... 28


Page 1
Company Overview
City Bank, established in 1983, is first generation private commercial banks in this country and
is the best bank in terms of adopting global best practices by doing away with age-old traditional
decentralized banking model and culture. Previously it used to follow traditional and orthodox
banking methods but the bank has undergone massive restructuring in 2007 and has implemented
centralized business model with the new management team taking over under the leadership of
its new CEO Mr. K. Mahmood Sattar, serving many customers through 4 distinct business
divisions namely Corporate & Investment Banking, Retail Banking (includes Cards), SME
Banking and Treasury and Market Risks. The focus of the transformation project was also on
improving the overall quality of assets; re-launching the brand anew; leveraging the technology
potential; improving the quality of product offerings and placing much higher benchmarks for
customer service. He spearheaded several innovative initiatives to turn the bank into a modern
financial supermarket using the latest technologies.
City Bank is a real time online bank having 90 online branches, 11 SME/agriculture branches,
more than 164 ATM and 15 cash deposit machines spread across the country that includes a full-
fledged Islamic Banking branch under the brand name City Manarah.
In 2013 City Bank launched CITYTOUCH for as part of its mobile banking service.


Page 2
Market Segmentation
Major Variables Minor variables

Geographic Segmentation

Country: Bangladesh
City: Dhaka, Chittagon, Sylhet
(Mainly in Urban Areas of these three prime
cities

Demographic Segmentation Age: 22-55
Sex: Male and Female
Income: BDT 20,000 (+)
Occupation: Student, Businessman, Job
Holder
Psychographic Segmentation Lifestyle: Functionality
Behavioral Usage: Banking on the go
Application: Youth, Home User,
Professional User


The segmentation has been done in accordance with our product, as our product is an
Application based mobile banking system so we chose major cities of our country as we know in
rural people do not use banking service other than that of Government banks.
Demographic variables considered the age group who are comfortable using smart phone and at
the same who have adequate money to do banking. Students are also kept in this segmentation
because there are many students all over this three cities who came for higher education and take
money from home time to time, so we also targeted them as well.
Those who like functionality are also targeted in lifestyle variable under psychographic
segmentation, because this type of people loves using technology to ease of their life.
In behavioral segmentation, we divided the usage as the people who want to do bank from
anywhere they are, i.e. on the movement.


Page 3
IMC Objectives
Using IMC tools with SMARTcriteria:
Advertising
Our goal is to increase the rate of advertising 23% within April, 2015.
Specific: our goal is to increase the number of advertisements by 23%.
Measurable: we will achieve this goal by increasing the number of advertisements by
1.92% every month.
Achievable: we will achieve our goal by proper use of our budget and resource.
Relevant: increasing the rate of advertisements will raise awareness about our service
and make our service well known to the customers.
Time-Bound: we will try to achieve the goal by April, 2015.

Direct Marketing
Our goal is to increase the rate of advertising 14% within April, 2015
Specific: our goal is to increase the use of Direct Marketingby 14%.
Measurable: we will achieve this goal by increasing the rate of Direct Marketing by
1.16% every month.
Achievable: we will achieve our goal by proper use of our budget and resource.
Relevant: increasing the rate of Direct Marketing will raise awareness about our service
and make our service well known to the customers.
Time-Bound: We will try to achieve the goal by April, 2015.

Internet Marketing
We will increase the rate of promoting our product by using internet marketing by 41% within
April, 2015
Specific: our goal is to increase the use of Internet Marketing by 41%.
Measurable: we will achieve this goal by increasing the rate of Internet Marketing by
3.42% every month.
Achievable: we will achieve our goal by proper use of our budget and resource.
Relevant: increasing the rate of Internet Marketing will raise awareness about our service
and make our service well known to the customers.
Time-Bound: We will try to achieve our goal by April, 2015.



Page 4
Sales Promotion
We will increase the rate of sales promotion by 17% within April, 2015 in order to promote our
service.
Specific: our goal is to increase the rate of sales promotion by 17%.
Measurable: we will achieve this goal by increasing the rate of Sales Promotion by
1.41% every month.
Achievable: we will achieve this goal by proper use of our budget and resource.
Relevant: increasing the rate of sales promotion will raise awareness about our service
and make our service well known to the customers.
Time-Bound: We will try to achieve our goal by April, 2015.
Public Relations
We will increase Public Relations by31% within April, 2015 in order to promote our service.
Specific: our goal is to increase the rate of Public Relationsby 31%.
Measurable: we will achieve this goal by increasing the rate of Public Relations by
2.58% every month.
Achievable: we will achieve our goal by proper use of our budget and resource.
Relevant: increased Public Relationwill raise awareness about our service and make our
service well known to the customers.
Time-Bound: We will try to achieve our goal by April, 2015.
Personal Selling
Our goal is to increase Personal selling by 13% in order to promote our mobile Banking Service.
Specific: our goal is to increase the rate of Personal Selling by 13%.
Measurable: we will achieve this goal by increasing the rate of Personal selling by
1.08% every month.
Achievable: we will achieve our goal by proper use of our budget and resource.
Relevant: increasing the rate of Personal selling will raise awareness about our service
and make our service well known to the customers.
Time-Bound: We will try to achieve our goal by April, 2015.






Page 5
Contact Points

Customer contact points are a very important aspect of customer service. It is important that City
bank provides the same customer service across the board. No matter how a customer is reaching
out to a company, it is of utmost importance to make sure the customer receives outstanding
assistance.
Geo fencing
With this technology City bank can send text message that is automatically triggered and sent to
a user's cell phone whenever they are around a City bank. When a consumer is within striking
distance around any branch of City Bank a text message about the mobile application can be an
effective way. Geo-fencing takes advantage of location-aware apps and combines the analytics
of historical and real-time data to target consumers wherever they are.
In-Person
Customers who are seeking for assistance visiting any branches of City bank. It is the most
important contact point for us. The staff in the bank will be well equipped and trained with
communication skills and information to provide better services to the customers and aware them
of mobile application.
Telephone
This is probably the second-most common customer contact point, which may be handled by
people on the front line of your business or a designated call center. No matter who is appointed
to handle the calls that come into your business, quality customer service skills are usually taught
to these staff members as well. Customers seeking to a problems solution may find it more
convenient to do so through phone contact. Customers can contact through the hotline 24-hour
Customer Service Center is available at 16234 (locally). The mobile application maybe promoted
there as well. Nowadays, contacting a customer over the phone is the quickest way to take the
first step into resolving an issue. While a face to face treatment never goes out of style, we have
to make sure that in every scenario all the communication with the customers are positive,

Page 6
problem solving and interactive. Bottom line, customers come first, it is in your hands how they
feel about your service.
Kiosks
A kiosk is a standalone, interactive computer, often equipped with a touch-screen, that offers
customers several service options including product information, ability to make a purchase, and
review of a customers account. Kiosks can be located in places such as Bashundhara city market
at ground level to catch the attractions. Airports, hotels and even grocery and department stores
are tuning into the advantages of kiosks on the premise that allow customers to help themselves
quickly and efficiently. Since this approach often takes the human element out of the service
process, it is important to find ways to put personalized service back in. A service representative
on hand to assist customers who need help might be one good option.
Internet
The Internet is quickly becoming one of the fastest and most popular ways for customers to
contact a company, whether through the business website, email or live chat. Unfortunately,
companies do not always take the time to train up employees responsible for these contact points,
leaving customers to wonder why the quality of service here is not the same as other channels.
One of the fastest growing contact point is through the Internet has exploded especially through
social media such as Facebook. With social media such as Facebook City Bank can meet
consumers along the way and achieve social touch-point engagement.
They can:
Monitor: Make learning about mobile app is priority. Monitoring social media can provide
insights that inform everything from product design to marketing. Quickly communicating that
feedback in-house; whoever is charged with brand monitoring must ensure that information
reaches relevant functions, such as communications, design, marketing, public relations, or risk.
Respond: When you listen, answer. Crisis management and customer service are examples of
priority responses. Countering negative comments and reinforcing the positive will only grow in
importance. By responding rapidly, transparently, and honestly, companies can positively
influence consumer sentiment and behavior.

Page 7
Amplify: Designing marketing activities with an inherently social motivator that sparks
engagement and sharing. Invite customers into an experience they can choose to extend by
joining a conversation with "the brand, product, fellow users, and other enthusiasts.
Lead. Using social to drive long-term behavioral changes. This may involve boosting brand
awareness by driving Web traffic to content about the mobile app

IMC Tools

Advertising:
TVC: TVC are known as television commercials. It is one of the best used marketing
strategy of different companies. It is possible to reach a huge amount of audiences
through television ads. Today almost every household of Dhaka city has at least one
television. Moreover with the huge availability of electricity and technological support
television channels are seen across the country. The greatest opportunity of television is
its creativity and impact, coverage and cost effectiveness, captivity and attention,
selectivity and flexibility. We will try to reach a huge amount of audiences through
television commercials.
We have made a TVC of 60 seconds which would be aired in different television
channels to achieve our marketing goal during the launching of CITYTOUCH
Radio: Radio channels have done immensely well in the last few years here in
Bangladesh. With the introduction of FM radio channels the hype and fan following has
increased significantly. Due to this rapid growth of radio broadcasting channels, now
Radio has become a very valuable source in terms of advertising. Radio Foorti, Radio
Today, ABC Radio, Radio Amar will be used for our Radio based advertisement and we
will also use RJ endorsement at peak hours, like 6pm-8pm during week days.
Print media advertisements: Print media advertisements include both the newspapers
and magazine ads. Newspapers are a very credible source if we can post the
advertisement carefully so it gets attention of our target customer. Magazine is also

Page 8
another medium we cannot overlook because the age that we are targeting often follow
different kinds of magazines.
1. Newspaper Ads: There are different newspapers available in our country- The
Daily Star, Dainik Prothom Alo, The Financial Express, Bonik Barta etc.
Newspaper is the largest of all advertising media in terms of total volume so we
will publish advertises in those daily newspapers.
2. Magazine Ads: Our campaign will provide their promotional advertisements in
different magazines. We are planning to get our ads in EBiz Magazine,
ArthoKotha, ICT Bangladesh.


Page 9


Page 10



Page 11
Billboards: Our main objective of billboard advertising would be to catch the attention of
our target customers, and for that to happen we will first try to target different
commercial zones of Dhaka. So we will try to get billboards in areas like Motijheel,
Banani, Dhanmondi, Gulshan, Uttara.
We will be placing 5-10 billboards in our marked out locations. The billboards will be
sized from 10x10 to 20x20.


Sales Promotion:
We will launch a sales promotion campaign to promote our product. The campaign will be called
Banking from everywhere. Everyone will welcome to take part in it, here they will be shown
the key benefits of our app and the reasons which will entice them to use it. There will be games
played on the event, games like Dirt, Mini Golf and the winner will be given a smart phone
compatible with CityTouch App, and also a free account of the bank will be opened for that
person.

Page 12
We will also give the 1
st
and 2
nd
runner up exciting prizes like Bundle Internet Package and other
cash offers.
There will also be a Facebook app based game and high scorer of that game every day will get a
free account everyday and a smart phone every week.
The name of the game is CITYEARNING, the basic framework of the game is to earn more
through investing some commodity items, but the complexity is the commodity price might well
fall over time, so the gamers need to invest very carefully.



Page 13
Publicity:
We will have a campaign for publicity. We will have an open top bus which will be used by the
officials/volunteers while going to different campaigns.


As we have targeted age group of 22 onwards so we will do campaigns on major universities of
the three cities. The campaign will be named MyFirst Mobile Bank Account in which we will
demonstrate the use of app to the university students and also give them chance to open an
account with zero deposit and their institutional ID card. We will show how safe it is to use
mobile banking and how they will be benefited. To attract more students we will poster the
campus with their faces on it, and motivate them to use it.





Page 14


Interactive Marketing
Interactive marketing refers to mostly the internet marketing. Marketing through social networks
like Facebook, and other social websites are interactive marketing. As Facebook is used
significantly by all age groups now in Bangladesh, so spending time in Facebook and promoting
our product through it will be of great benefit. Also to add to it now page verification will help
our customers to find us easily then ever before. We will also use Youtube to show videos our
service and new offers.
We will show the key features of our product.
The security issue of our product, how SSL layer in internet makes it safer for
transaction.
We will upload our ads on YouTube so that customer can share their reviews.

Page 15



Page 16


Personal Selling
Personal Selling is the oral presentations made by the individual salesperson. In this case a
conversation with one or more prospective buyers who intended to create sales.
For our product we will a Helpdesk at each of branches of The City Bank, who will demonstrate
the use of the app and how existing clients can link their account to CITYTOUCH. Our helpdesk
will be designed in a very innovative way, the whole desk will look like our app. Also there will
a dedicated team for Help line, which is giving support and promoting through telephone and
also another team of online customer care service.
On our desk we will use a television where we will show our existing customers using
CITYTOUCH and their opinions about the product.
The personal selling effort will help us to make our target market to be more familiarized with
our product which enhance our loyalty and help us build strong relationship with our customers.

Page 17
Flash Mob
One of our target markets is the university students thus; we plan to do most of our flash mobs in
different university campuses across the country including but not limited to, NSU, IUB, AIUN,
IBA (DU), DU, and IUT. This will not only promote consciousness in the upcoming bank
customers but also make our initiative go viral in just few days through different social media
like Facebook, Twitter and You Tube. For such purpose we will take the example of North
South University and explain our plan of the flash mob.
First we will set up a table with our app interface with a big attractive button on top of it to entice
students to press the button. A sample picture is as below,
















The O in the touch is the button that starts our flash mob. We intend to put this table in the
center of the Study Hall with due permission from the NSU authority. Furthermore, we will also
put up a sign that says PUSH to direct interested students what they need to press. When any
student being curious pushes the button a sack filled with notes (of course duplicate ones) will be
PUSH

Page 18
released into the air right above him so it seems its raining money. The main idea behind the
flash mob is for students and customers to understand that they are one press away to accessing
their funds, no hassle or drag to nearest bank.



Page 19
Support Media
Aerial Advertising: Aerial billboards will be used in the prime areas of Dhaka city
which will attract people. This initiative will increase the brand value and people will be
more interested in our product.


Mobile Billboards: We will use our very own The City Bank vehicle designed through
logos of CITYTOUCH, this vehicles go to different parts of the cities and thus in a cost
effective way we can promote.


Page 20
Mobile Games App
With the introduction of android operating system the app world has got a new meaning, now
games can be developed at a very cheap price. So we have developed a game for android users
named it CITYCOIN where gamers will be required to collect coins through many obstacles.
To make it more engaging we have 25 levels on the game and there are three difficulty levels as
well.
The game needs to play with an internet connection on, and so as soon as anyone starts the game
we will have the information on our database. The game can only downloaded after downloading
CITYTOUCH app.
We will also give prizes to the person who can finish all 25 levels in one chance on the hardest
difficulty.


Page 21
Developing the Ad
Major Selling Idea
Unique selling proposition:
First app based banking service in Bangladesh.
Highly secured money transaction, with SSL security.
Will be compatible with basic android version, Apple IOS.
Brand Personality
Banking on the move.
Inherent Drama
This app will make your life easy, while you are stuck in busy Dhaka traffic even then
you can transfer your fund, pay your bills or simply recharge your mobile hassle free.
Source and Appeal
Combinations of Rational and Emotional appeal.
Rational Appeal, as we will discussing about the features of CITYTOUCH app, and how
other banks are lagging behind by not providing this service. No extra or hidden cost
needed to use this service.
Emotional appeal. As CITYTOUCH is in introduction phase in product life cycle so
emotional appeal will be the best way to attract people.
Theme of TVC
How using CITYTOUCH helps people to overcome so many difficulties with utmost
ease, for e.g. someone is in the street and have no balance on mobile phone just by using
this app he/she recharges the mobile.
Message of TVC
Life is easy with CITYTOUCH
Slogan of TVC
Banking at your finger tips
Execution Style
We will use a combination of Factual Message, i.e. only app based mobile banking service in
Bangladesh

Page 22
Comparison, where we will compare our brand is the only one to operate in this country
whereas our competitors have miserably failed.
Slice of Life how one person is benefited by using the app, where we showed he used the
money transfer, top up and one another person using the atm locator from our app.
Media Objectives:
a) We will be using broadcast media mainly TV for providing coverage of 60 percent of the
target market over a six-month period.
b) Our target is to reach 45 percent of the target market within the next six-month duration.

To establish media objectives for City Banks Mobile Banking we have to proceed through eight
steps consecutively. Those steps are developed by considering the promotions of the mobile
banking.
1. The media mix: As we are going to demonstrate the benefits and usefulness of mobile
banking we are choosing TV channels as a medium. Moreover, it facilitates mass
coverage and high reach which in turns fulfill our media objectives.

Media type TV Channels

Electronic
1)Channel-i
2)ATN Bangla
3)Bnagla Vision
4)Independent TV
5)RTV


2. Target market coverage: Though our target is full market coverage, initially our
advertisement will start with partial market coverage. For avoiding waste coverage
(coverage that reaches people who are not potential buyers or users), we are selecting
specific media vehicle like; Financial analysis talk shows, News bulletin announcement,
Talk shows on Securities and exchange commission; and business related shows which
will help us to full market coverage.
3. Geographic coverage: As application base mobile banking needs smart phone with apps
and internet we will be focusing on the major urban area of the districts of Bangladesh
which target consumers are already coping with new technology.
4. Scheduling: The primary purpose of scheduling is to give promotional efforts so that
they will coincide with the highest potential buying time. We are using pulsing strategy
of scheduling that ensures continuity with high frequency at certain specific time.

Page 23
Through this method we will try to give a constant reminder to the consumer about the
benefits and necessity of mobile banking.

Channels Media Vehicles Time Frequency
Channel-i News bulletin 8pm,10pm & 11.30pm 3
ATN Bangla Talk shows 08-12pm 5
BnaglaVision Talk shows 08-12pm 5
Independent TV News bulletin 8pm,10pm & 11.30pm 3
RTV Talk shows 08-12pm 5

5. Reach versus Frequency: we will be focusing on duplicated reach as are not targeting
broad market for mobile banking. Moreover the duplicated reach ensures that people will
watch twice which is helpful for consumers who could not catch the message first time.
We can calculate potential reach by using rating of channels which also means program
rating; like

Channels Rating Number of home with TV
sets
Potential reach
Channel-i 0.62 32million homes 19.84 million homes
ATN Bangla 0.61 32million homes 19.52 million homes
BnaglaVision 0.29 32million homes 9.28 million homes
Independent TV 0.58 32million homes 18.56 million homes
RTV 0.24 32million homes 7.68 million homes

From this table we can say that the potential reach of Channel-I and ATN Bangla are very high
than any other TV channels.
Gross rating point (GRP) helps us to know how many potential audience members may be
exposed to our commercial. GRP=Reach*Frequency
Channels Reach Frequency GRP
Channel-i 19.84 million homes 3 59.52 million times
ATN Bangla 19.52 million homes 5 97.6 million times
BnaglaVision 9.28 million homes 5 46.4 million times
Independent TV 18.56 million homes 3 55.68 million times
RTV 7.68 million homes 5 38.4 million times
The GRP is telling that we can expose our TVC to many people through ATN Bangla rather than
any other TV channels.
Target rating point (TRP) measures the actual target audience out of the exposed people for any
TVC. We have to estimate what percent of the audience could be our real customers. For our
TVC if we consider 45 percent are our real customers then the TRP will be-

Page 24
Channels GRP Estimated % of target
audience
TRP
Channel-i 59.52 million times 0.45 26.784million
ATN Bangla 97.6 million times 0.45 43.92 million
BnaglaVision 46.4 million times 0.45 20.88 million
Independent TV 55.68 million times 0.45 25.056 million
RTV 38.4 million times 0.45 17.28 million
TRP of ATN Bangla is much higher than any other TV channels which indicate net
effectiveness.
6. Creative Aspects and Mood: Our advertisement is developed on the aspect of message
variation that is showing different short phase of incident covering same message. The
main target of developing this kind of ads is to reduce monotony of the viewers while
reminding them about the benefit and usefulness of mobile banking. Through our ad we
will try to create a mood of easy lifestyle and safer at the same time quicker transaction.

7. Flexibility: Our media objective has a wide range of flexibility including graving market
opportunity for broadening apps base mobile marketing, taking initiatives to handle
market threat from the competitors and liberal media vehicles that facilitates changing
media channels for attaining target rating points.

Budget Consideration:
Daily Newspaper
We will advertise in the daily The Daily Star, Dainik PrathamAlo, The Financial Express where
the daily circulation is 5,25,000 on an average and the cost of 4 inch advertisement in finance/
economy page will amount to BDT 28,800.00 on an average. Thus, the CPM amounts to BDT
54.86.
CPM= CPM= CPM = (Cost of 1 Unit of a Media Program) / (Size of Media Program's
Audience) x 1,000
= 28,800.00/ 5,25,000.00 * 1000
= BDT 54.86

Page 25
Magazine
We will advertise is weekly EBiz Magazine, ArthoKotha, Ice Today, The Star, Mirror, ICT
Bangladesh, e Biz and few other similar weekly and monthly magazines. The strip cost on an
average would cost us BDT 25,000.00 and circulation on an average would be 300000 copies,
thus the CPM would be BDT 83.33
CPM= CPM = (Cost of 1 Unit of a Media Program) / (Size of Media Program's
Audience) x 1,000
= 25,000.00/ 300000 * 1000
= BDT 83.33

Television
It is one of the most important decisions in development of media strategies as it gives us
assumption about the cost. For determining the cost of broadcast media we have to calculate cost
per rating point (CPRP). CPRP=(cost of commercial time/program rating)*1000

Channels Calculation CPRP(tk)
Channel-i (800/62)*1000 12903
ATN Bangla (560/61) *1000 9180
BnaglaVision (460/29) *1000 15862
Independent TV (700/58) *1000 12068
RTV (500/24) *1000 20833

Billboard
The rates of billboards are varying according to the location and size. As we plan to set up our
billboard in roadside areas of Mohakhali, Banani, Dhanmondi, Gulshan, Uttara, Airport Road the
average cost will be BDT1400/ square feet thus, a 10 by 10 billboard will cost us BDT 140000
per month.
Price available @ http://www.clickbd.com/bangladesh/447157-billboard-for-rent.html [Accessed
on 15th of April, 2014]


Page 26
Radio
For our advertising purpose we have chosen, as mentioned earlier, Radio Today, Radio Foorty,
Radio ABC, Radio Amar. We will be placing advertisements during different prime shows of
these radios mainly in 7am to 11am and 4 pm to 7 pm during which people go to an d from
office and universities. The cost of radio advertisement accumulates to BDT
Radio Channel Time slot Unit Rate/ Month

ABC
7am -11am 1277
5pm- 12am 1388

Radio Today
7am -11am 1000
5pm- 12am 1250

Radio Foorty
7am -11am 2000
5pm- 12am 2000
Total BDT 8915

Kiosk
We will put up a automated information kiosk in Bashundhara City level -1. The rent of space
would cost us monthly BDT @20,000.00 and the kisosk will have an one time expenditure of
BDT 3,50,000.00




Page 27
Story flow of the TVC
Two friends are going through a rickshaw ride through the city, boy likes her but cannot go
forward and say. Then all on a sudden while gossiping the couple gets into quarrel and girls gets
down from rickshaw. The boy tries to normalize the situation with girl disagreeing to talk. Then
the tries to call one of his friend to arrange some sort of surprise for the girl, but the call is hung
up because the boy did not have any balance, then boy uses the CITYTOUCH app and recharges
and then call his friend, only to find out that his friend doesnt have money, so the boy transfers
funds again using the app. His friends wonders in the street in search of ATM machine and again
he finds one using the app. Then his friend arranges everything and the boy takes the girl over to
a restaurant and proposes.
All the function of app are not shown till the last second.

Page 28
Evaluation and Conclusion

Our evaluation
On fulfillment on our objectives.
Time needed to reach the objectives.

We will only focus on achieving on our target, and in no way deviation would be accepted. To
reach our target we do a resounding plan, so now we need to give time and see what future
unfolds. At the same time we do have contingent plan if this plan is not successful.

This IMC plan will cover 360 degrees of marketing plan and we believe this plan will work out
very nicely for us.