Brand activation in below the line marketing
AuthorSutirtha, Shafiqul Islam
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Market Access Group is now one of the biggest marketing agencies in Bangladesh. It is an one stop marketing solution firm that deals with almost every kind of marketing activities that is available right now, not only about marketing it is now dealing with HR issues and Public Relations as well. It started with Market Access Providers Limited Only but then it went bigger. Major companies in Bangladesh, Multinational companies, Local companies both are frequently working with Market Access Group. Television commercials, Audio Visuals for the B2B businesses, Events, Direct marketing and other marketing activities all are available in market access. It has connections all over the country. Market Access Provider Limited has two key departments direct marketing, Service marketing and One another linked SBU Integrated Rural marketing. They each have different playgrounds to play. They play with different issues of marketing. Direct marketing goes for direct customer interaction, direct promotions, service marketing is more of a event oriented department, it arranges event based activations whereas integrated rural works in the rural, semi urban areas where people can get little knowledge about brands. Making them aware about brands. Every marketing needs a plan, strategic planning team does planning for all the three above mentioned departments. It generates ideas and makes a proper activation plan that the operation team executes. My internship period was all about learning the strategic planning for brands, some of them were giant brands like cocacola, sprite, Airtel, Pepsodent etc. Firstly I saw whatever they were doing with those brands, then I started helping them, last phase in myinternship I started making my own planning for brands, of course my supervisors helped me to perfection or close to perfection of the planning. Brand Activation in below the line marketing has become an emerging part of marketing in recent years. All I have done with my internship report is totally based on what I felt and learnt from my internship experience in 3 months. The report consist some theories as well, apart from those, the small internet readings and experience from my internship helped me to make this report. Brand Activation is very important because it connects the target audience directly. Among the 4Ps of marketing Brand activation play with 2Ps Promotions and Place. They go for promotions and places where they can get the target consumers or audience. School Activations, Colony Drives, D2D drive these are the new topics which are accessible in Brand Activation.