How Ogilvy and Mather is using the ‘First-mover Advantage’ in terms of branding ‘Teletalk 3G’ and creating brand preference among the customers comparing to MTNL 3G’s first mover advantage

Abstract

Ogilvy & Mather Communications Pvt Ltd (O & M) is a communication agency which was originated in the United States of America. It started its operation in Bangladesh in the year 2008. I worked as an intern in O & M for three consecutive months (June to August of 2013). During this timeline, I was asked to construct a report that includes a clear explanation of organization operation. I worked under N. H. M. Fazle Rabbi, the Sr. Account Manager in Ogilvy & Mather and my project is basically about branding of Teletalk 3G by using it’s ‘First-mover’ advantages and comparing the whole procedure with India’s ‘First-Mover’ 3G company MTNL. Throughout my whole internship period I focused on making many communications on Teletalk 3G. In branding there is a popular term, ‘First-mover’,is the advantage gained by the initial ("first-moving") significant occupant of a market segment. It may be referred to as Technological Leadership. First-movers enjoys many advantages and faces many unknown problems. In Bangladesh Teletalk 3G is having this advantage for long time. In my report I will show how effectively did Teletalk 3G used their ‘First-mover’ advantage to do their branding. Then I will compare it with MTNL 3G Jadoo, the 3G ‘First-mover’ in India to measure the effectiveness. There are many forms of communications which helps to do branding of a product or company. For example, TVC, billboards, press, pop-up, rdc etc. It is commonly believed that TVC’s are more effective than other forms of communications. But throughout my internship I’ve experienced that billboards are more effective way of communication than TVC. But Teletalk Bangladesh believes that, TVC is the best way to create a brand preference among the consumers. So, I will also show a SWOT analysis on the basis of Teletalk 3G’s current situation. And I will also provide some innovative billboards, press ads, rdc etc. made by Ogilvy and Mather to brand Teletalk 3G. These works will be provided in my report in comparison part. After showing the work and the branding of Teletalk 3G done by Ogilvy and Mather, I will compare the branding effectiveness of Teletalk 3G and MTNL 3G as ‘First-mover’.