ADA, promoting telecom industries by triggering emotional and cultural sentiments related to current global issues for brand marketing

Abstract

This paper aims to find the insights of telecom industries marketing strategies in Bangladesh and compare them with global brands to show how they work for establishing their brand identity. Telecom industry is one of the fastest developing sectors of globalization. No matter what is the economic condition of a country, people have to stay connected to each other around the world. So, this is a necessary product for anyone in present time. Telecom companies aspire to have a never ending business route and keep a constant competition with others in the market. This is why, they need to bring new ideas every now and then and keep on promoting them just to stay in the battle. Innovations are flavored with emotion and current situations here to sell the products. Since my internship as a copywriter involved me into major brands and their campaigns, I was privileged to look for a leading Telco brand of Bangladesh. This helped me to build a clearer idea about global and local brands and their operations. In this paper, different brand and their marketing strategies are shown with examples to justify the title. Globalization studies has both advantage and disadvantage in open market business. It creates opportunities for both globally established and grey markets while decreasing scopes for the local business. The facts will be clearer with further reading of the paper. Investigations have been done from brand commercials, published advertisements, campaigns to see how that is impacting on the audiences and effecting consumer quantity. Moreover, I had a privilege to have insightful discussions with some renowned advertisers and brand practitioners of our country who shared their journey of creating a brand image and the challenges they have faced. In a country of 180 million people, the target groups for a single consumer product varies in numerous way. Apart from gender and economic status, even locality and cultural beliefs highly affect while choosing a product from the market. This research was challenging but at the same time it was lot more interesting as it was bringing new facts and data every day. Challenging because it is not easy to learn about brands in such short time and relating with global cultural diversity would make it more complex. To make the paper informative and easily understandable, only major global characteristics are compared with the local culture. Lastly, this paper will help aspiring media and cultural studies students to have an overall idea about how the brand communication is done with the consumers and audiences. It will show traditional as well as present ideas that includes facts which relate the theories and studies from any globalization, copywriting courses. This paper will also help business students to get a brief idea on how effective communication can have strong impacts on branding and consumer behavior. This paper covers few aspects of marketing like ATL, BTL, TTL and 360 marketing strategies, real time and regular commercial branding, thematic and product centric branding concepts in it. This paper is detailed with examples on globalization concepts that has practical use in media industry.