Rectangle communications ltd

Introduction

Rectangular advertising agency is one of the renowned agency that is a sister concern group of
market access group Itd . Is one of the very successful agency which is a local brand for our
country. While the advertising industry is dominated by the international agencies and affiliated
agencies (the agencies who have partnership with international) certainly added a different fresh
perspective to it.
The function of marketing-selling a product, hasn't changed through the decades, but the
strategies certainly have. Starting from the Egyptions carving public notices in steel to advertise
back in 2000 BC, to today's vastly used viral and online advertising; the world of advertising has
undergone a continuous and dynamic change, in an incessant competition to break through the
clutter of advertisements and reach to the consumers. Over the years, brand promotional
strategies and advertising techniques have changed drastically; mostly to cope with the changes
in how consumers viewed and perceived things and to standout in the clutter of todays
advertising efforts. Marketers and creative agencies are increasingly moving away from the
generic advertising methods which mostly included TV and radio commercials, activations and
in case of Bangladesh, a whole lot of billboards. While marketers are realizing the importance of
differentiating not in terms of their product USPs, but also in how they present and promote it to
the consumers, it is actually the creative agencies that truly believe in the continual change of the
advertising era. Advertising agencies know that they will continually need to find and create
innovative new approaches to respond to major industry shifts underway. It is one of their crucial
responsibilities to make their clients see clearly and understand why only TVCs and billboards
can no longer attract and retain consumer attraction these days. The next 5 years will hold more
change for the advertising industry than the previous 50 did. Increasingly empowered consumers,
more self-reliant advertisers and even evolving technologies are redefining how advertising is
sold, created, consumed and tracked.
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Company profile
Rectangle Communications is the one stop shop for media and creativity, documentary, event
management, advertisement, corporate production and public relations. Founded on 2011, their
core value is integrity and quality and they aim to provide the very highest standards of work and
excellent value for money. From very begin they are working as Full services agencies. As a full
service advertising agency, also known as an integrated advertising agency, they have the
capabilities of handling all aspects of the advertising process, includes strategic planning,
creative, production also typically handle interactive marketing services. Rectangle is specialized
for brand building, maintenance, development & communication.

Brand philosophy of Rectangle Communications

“A brand is reflection of reputation, trust, confidence & association held among significant
number of customers/recipients of a particular product / service / entity for its unique & effective
quality, A personality and benefit offered at the respective marketplace”

Services of Rectangle Communications

 Brand management & consultancy
 Creative communication & Planning
 Media planning & ad placement
 Event management & Activation
 Social marketing & Communication
 Advertising
 PR services
 Digital marketing
 Audio & visual production
 Research & development

Portfolio of Rectangle Communications

 Exhibition stall design & installation

 Corporate brand identity ( example: letter, business card , sales order book )
 Logo Design & development
 Tri fold design ( H8 & W6 ) per page
 Corporate Documentary
 Public Relation services ( example: Newspaper, electronic media )
 Event installation & interior design
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 International debit card design

 Desk calendar
 Brochure Design

Clients of Rectangle Communications

 GMS composite Knitting Ltd
 Anaya Group Bangladesh
 Expo Lanka Bangladesh ltd
 Bangladesh Denim Expo
 Nova Air
 Igloo Food Ltd
 Rakhsaanal
 Varosa Bangladesh ltd
 Olympia
 Japan Bangla
 ARANYA

Vision:

To be integrated communications company creating enhancing Brand Value for our clients

Mission:

Rectangle communication Bangladesh Ltd. has the same missions which run across Rectangle
communication Bangladesh Ltd. Worldwide other offices. Being part of the big picture allows
and act the same way other international offices does. The mission is:

“We will create leading brand ideas: ideas that resonate in people’s minds and hearts and create
brand preference”

Objective
The objectives of this study are as follows:

Primarily: To prove the Hypothesis that: “The profitability & the customer satisfaction mostly
depend on the effectiveness of AOR (Agency of Record)

Generally: To study the Advertising agency function, observe and familiarize the relationship of
Rectangle communication Bangladesh Ltd. with its’ clients.
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Market Opportunities:
 Clients moving out of monopolistic mindsets especially local players

 The trend was to have in-house capabilities

 However lack of resources / changing competitive framework is forcing them to look

anew

 Emerging categories’- Insurance/ Telecom/Retail

 Specialization – Integrated offerings

 Change the paradigm again

Functional Strategy:

Operations:

 Achieve 80% collection of monthly billing on the next month.

 Offer most customized services for the clients (like web site, event management)
 Increase and exercise more control over the various production jobs.
 Pursue clients for job that is not used to be done by the agency but mutually
beneficial

Finance:

 Increase capital involvement in media which will result in higher commission

margin for the company.
 Take benefits of early payments wherever permitted.
 Increase clients’ capital involvement on external or third party production or other
jobs beforehand.

Marketing:
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 Increase the awareness and image of the company not only to the existing client
but also other potential clients
 Cultivate better relationship with the clients beyond the business relationship.
 Increase distribution coverage.

HRM:

 Increase manpower to serve more clients or more jobs for that matter, if required.
 Retain employees through motivation and other incentive.
 Reduce the employee turnover to the highest possible extent.
 Train employees- both internally and if possible externally.
 Plan & Budget for human resource development.

Methodology:
We collect data and information through market survey, internet browsing. We also collect
information about the market and consumer from our own experience. The report is originated
from both secondary sources and primary sources of information. In my study, I have been
assigned personal interactions with the organizational people to conduct the research activity.

Source of data:
Our source of data is internet, other company profile, published magazine by other company,
market survey, questionnaires etc. we also collect information from our experience .

Focusing the Source of Information:

a) Primary Data: we have collected primary information by interviewing employees; Primary

data were mostly derived from the discussion with the employees of the organization.

b) Secondary Data: we have elaborated different types of secondary data in my research.

Limitations of the Study:

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We have been tried our best to provide with all necessary information about Rectangle
communication Bangladesh Ltd. supplied by the managers and employees best abilities; but due
to the exhaustive nature of this study most secret and strategic ethics could not be brought in this
report.

Segmentation, targeting & positioning (STP)

Segmentation:
Through Research and Development department of egg powder has more clear and specific
information about the market and also aware of the customer demand and choices. Based on
research it is strictly determined to serve customer needs and wants with a totally new taste of
powder.

Segmentation

Demographic Geographic Psychographic Behavioral:

 Age  International  Social class  Benefits
 Income  National  Lifestyle  User status
 Gender  State  Personality
 Education  City
 Household  Climate
size  Urban & rural

 Demographic:
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 Age: Kids (3-12), Youth (13-18), Matured (18-35), Middle age (36-50), Old age
(above 50).
 Income: $ Under 100, 10000-20000, 21000-30000, above
 Gender: male &female
 Geographic: urban, rural, east, west.
 Psychographic:
 Social class: Lower Class, Working Class, Middle Class, Upper Middle Class, and
Upper Class
 Behavioral:
 Benefits: Quality, Convenience, Economy.
 User status: Potential user, First-time user, and Regular user.

Target Market Strategy:

Though the targeting, the organization is able to design specific communication strategies to
much audience’s needs and wants and position the product is the most relevant way to much
their interests.

Is serving its product to different types of customer through different types of Target Market
Strategies which are given in the diagram below and elaborately discussed.

Undifferentiated Differentiated Concentrated (niche) Micromarketing

(mass) marketing (segmented) marketing (local or individual

Fig: Target marketing strategies

Target markets: their target customers are:

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 Income: target people who have income more than 10000.

 Social class: target the Middle Class, Upper Middle Class, and Upper Class
 Benefits: target who are Quality, Convenience, and Taste concern.

Kids Youth Matured Old Age

Old Age, 20%

Kids, 40%

Matured, 15%

Youth, 25%

Positioning strategy:
In that sense The Company has decided to use more for less positioning strategy. The Company
has claims that they are provides the best tent and everyday low price. It likes to position as a
testy and super saver for all family and individual users. Agency brand positioning has been the
bane of agencies, especially “full-service” agencies for decades. A primary communications path
has been… “we do great work.” Sorry, except for this month’s hot shop it is very difficult to
sustain the “we do great work” creative shop mantra and aura.
Not surprising, because of the difficulty agencies have in creating differentiation, it is VERY
difficult for clients to really make a distinction from one creative shop (or digital shop) to
another. Take a look at the San Francisco section of my interest ad agency directory to see just
how confusing the world of agency marketing can be.
There have been dozens of articles, seminars and presentations on this subject. Just for the sake
of repetition, here is a short list of some of my favorite adjectives and “USP’s”:
We are:
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 Media Neutral

 Integrated

 Very Creative

 Strategic

 Brand Builders

 Idea People

 Responsive – You Come First

 Your Marketing Partner

 Experience: We Come From Big Agencies

 Service: Better service than you will get from a big agency

 Oh, We Only Assign Senior People To your Account

Marketing MIX:
4Ps 4Cs 4As
Product Customer value Acceptability

Price Customer cost Affordability

Place Customer convenience Access ability

Promotion Customer communication Awareness

Product
This first P in the 4 P’s equation is your product.
Before you can determine price, choose promotion or find a placement, you have to have a
product that has potential.
Now, used to be, a product was either a tangible good (something you could see, hold and
physically use) or an intangible service (lawn care or carpet cleaning, for instance). While these
definitions still generally hold true, the ways that products and services are delivered and
experienced by consumers have drastically changed.
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People used to go to brick-and-mortar stores and speak face-to-face with salespeople, far more
often than they do now. The journey of finding a product, testing it and deciding to purchase was
much shorter, and there were far fewer options to distract a consumer from deviating from a
particular product or company.
The modern consumer has more choices, and can access them in the digital space with mind-
blowing speed. There are millions of reviews, opinions and caveats to consider, all at the click of
a button.
For brands on the verge of designing a product or service, there is more information on both their
competitors’ offerings and their customers’ desires than ever before.
While this wealth of information is a benefit in that you begin the product-design process with
more insight and education, it has its drawbacks, as well.
For starters, customers are harder to please. And if they aren’t happy, they have more outlets to
express that dissatisfaction. Companies, in many ways, are held more accountable for their
shortcomings through the lighting-fast medium of the Internet.
Because consumers now have so many options, and because competition is so fierce, a company
that fails to exhibit a keen sense of its customers’ desires will fade into the digital background
and ultimately fail.
In the digital age, “Product” is no longer just about meeting a demand among your customers.
Every product and service has to first reflect the nuanced experiences and wishes of your
customer and do it better than your competitor.

Placement
The second P stands for Placement and concerns how and where you position your product
or service to the public.
In the digital age, Placement can be influenced by a number of sophisticated research techniques,
such as ethnography, vast swaths of online research and stats on the changing tastes and trends in
different geographical locations. There are several questions to consider when determining your
product’s placement:
 Is your customer base more likely to visit a brick-and-mortar store or an online portal?

 Are they more likely to buy during summer rather than fall, or vice versa?

 How can you guarantee convenience for your target customer so they are more likely to
find and purchase your product instead of your competitor’s?
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Place is all about knowing where your customer is, and carefully inserting your product in that
space so that they will find it, be interested and eventually buy.
For instance, if you have a software service for sale, good placement techniqe might be attending
a tech roadshow and setting up a booth, making it simple for you to provide free trials or demos
to attendees. If it’s healthcare-based software, attending an annual healthcare summit or
roadshow might work even better.
Put it this way: you wouldn’t go to Wisconsin in January and try to sell a snow cone, would
you? That’s because it’s bad placement.
* Check out this handy info graphic from [Link] for a little visual inspiration.

Price
In the marketing mix, Price should encompass a variety of carefully researched factors.
 How much is the average consumer spending for your product or service?

 How much is your average competitor charging?

 How much profit does your company stand to make from setting a product’s price at a
certain point versus another?

 Would your product or service benefit from strategic discounts or promotional offers?

You have to consider more than just dollar amounts when determining your product or service’s
price, as well.
For instance, it’s important to know your average customer’s time investment will be when
learning how to use your product or service.
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 How difficult will it be to ship the product to them?

 How many people are involved in teaching your customer to use a service?

 What will it cost them to change their former service, and how long will the transition
last?

It’s a lot of questions, but the answers are invaluable when determining how much to charge for
your offer.
These elements will help you arrive at the cost that is most attractive to your customer while also
being optimally profitable for your company.
Promotion
Finally, we arrive at the last P of the Four: Promotion.
Promotion is another element that is heavily influenced and transfigured by the unique
environment of the digital age.
Used to be, promotion dealt primarily with how and when to purchase newspaper, radio and
television spots. It concerned whether or not you should produce a full-length TV commercial or
how to word an advertisement in a magazine or a press release to local publications.
In the digital age, promotion is a little more involved, and companies have far more tools to
tweak the path of their promotional campaigns. The rise of smartphones and cloud technology
makes it easier than ever for consumers to access the e-Commerce space, peruse a vast selection
and read review after review. It’s also easier (and more affordable) for small businesses to use
social media to carefully target the customers they’re after.
Whether you’ve built a reliable following on social media or have made contacts at viral online
publications, you have to create a promotion plan that will target the customers you’re after and
deliver your “pitch” in a way that appeals to them.
When you’ve conceived a great product, determined the right price, placed it appropriately and
promoted it well, the sky is the limit for your success. And that’s a lesson 65 years in the making.

SWOT Analysis of Advertising Agency

Strengths
Strong strategic planning and creative team.
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Vast knowledge (highly qualified personnel) to handle the clients.

Highest media buyers

Supporting organizations

Cost advantage &competitive advantage

Extraordinary reputation

Superior location or geographic location

Technological advantages

New and innovative service

Cultural connections.

Weakness
No affiliation with foreign agency

Least numbers of clients

Due to shortages of manpower couldn't finish all campaigns

Limited service line

Gaps in capabilities or service area

Own known vulnerability

Undifferentiated service line.

Opportunities
Brand building practice increasing

User of Internet create the new medium

The industry is yet to introduce innovative media for promotion

Lack of dominant competition

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New markets or services

New market segment that offer improve profit

Changes in population profile or need

Availability of new technology

Competition increase the higher spending on media.

Threats
Global advertising giants are investing in Bangladesh

Promotional budget get lesser

Local company still didn't give impotency on branding

Adverse government policies and economic slowdown /economic shifts

Loss of key staff or associates

Competitors have superior access to channels of distribution

Seasonality

Shifts in market demand or referral sources.

PEATOL Analysis of Rectangle communications

Political
 Instability
 Governmental rules and policies
 Tax policies
 Governmental incentive
Economic
 Change in per capita
 Client exchange rate
 Consumer debit
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Social
 Demographic
 Cultural conflict
 Consumer taste and impact
 Life style
Technologies
 Adaptation of new technologies
 Market advancements
 Upgrade tools
Environmental
 Law of employee
 Salaries structure
 Health and safety
 Environmental levitations
 Ethical souring ( supply Chain )
Problems:
Rectangle Communication Ltd is one of the leading advertising agencies in Bangladesh. As a
leading agency in Bangladesh, it faces some problems to complete in the dynamic and free-
market. The problems are as follows:
1. Bureaucratic problem:
Today business world is dynamic and rapid changing. Information, technology, culture makes it
possible to design decisions very quickly. Rectangle Communication Ltd face this problem. It
cans nit take effective action quickly. It must follow the management hierarchy. This is great
problem to perform business activities in this globalization age.
2. Lack of innovation:
Innovation is an important factor to get success in business. Competitors are bringing their new
innovated product by the short time. But Rectangle Communication Ltd cannot do this because
of bureaucratic problem. If Rectangle Communication Ltd intends to introduce a new product,
the CEO must approve it. It is a lengthy process. During this processing time, competitors
introduce another new product that makes the existing product obsolete.
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3. Lack of new technology:

Technology is changing. New technology makes existing technology obsolete. Then it is needed
to replace that new one. Such as, computer has made type machine obsolete. Rectangle
Communication Ltd cannot replace new technology easily. They send offer file to the office. If
Rectangle Communication Ltd approves it, then it is sent to the other head of different
departments for approvals. Then it comes back to Rectangle Communication Ltd through scalar
chain. It is lengthy and complex process.
4. Lack of employees’ involvement:
Employee’s involvement is very significant factors for productivity and quality. If employees’
involvement can be ensured, total production will increase and quality of product will be high.
5. Lack of quick response:
Due to bureaucratic complexity, Rectangle Communication Ltd can not response to market
change quickly.
6. Insufficient Creative & Servicing facilities:
Creative & Servicing efforts are conducted to find out the reason of previous accident or
damages. There are no efficient Creative & Servicing efforts to develop new products.

7. Lengthy process of decision-making:

In Grey Advertising Bangladesh Ltd, decision-making process is very length, which is barrier to
operate competitively in modern business environment.
8. Lack of opportunity to utilize personal competence:
In Grey Advertising Bangladesh Ltd, there is no opportunity to utilize personal competence. All
activities are performed according to structure
9. Promotion strategies:
Promotion strategies are important to increase sales. But Rectangle Communication Ltdhas no
adequate promotion strategy
10. Inappropriate promotion strategies:
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In Grey Advertising Bangladesh Ltd, promotion is made on the basis of seniority. It is not a
sound policy. Newcomer may before competent than senior one. So, promotion should be made
considering knowledge.

Recommendation:
Rectangle Communication Ltd is worldwide leading advertising firm that is operating as a
profitable organization till now. Because of free economy market it is facing competition in the
market and competition is increasing day by day. In this perfect competitive market, Rectangle
Communication Ltd should bring a radical change in their culture. I would like to mention some
recommendations that may be helpful to compete in the competitive market. Such
recommendations are as follows:
1. Employees’ involvement:
In an agency, all employees work in a structure. Involvement is ensuring at their own work
place, productivity and quality will increase. So, they should be provided be motivational
incentives and comfortable work environment.
2. Focus on clients expectation:
In the past, there ware one way communication between clients and agency, But present
globalization situation it is a both way communication. Here success of business depends on
ability to satisfy client’s expectation. So, focus should be given on client’s expectation and action
to be taken to satisfy their expectation and even exceed their expectations.
3. Development of new product:
To satisfy and exceed client’s expectation, it will create to develop a high standard for both on a
continuous basis.

4. Creative & Servicing:

To develop or innovates new product and process, creative & servicing is required. So, it should
conduct creative & servicing efforts toward creating new product, developing existing product
and developing new process.
5. Analysis of competitive environment:
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Every organization works in a competitive environment .To gain succeed in competitive market,
organization should properly analyze its competitive markets. Supplier, clients, rival firms,
substitute product and new entrants are the element of competitive environment. Analyzing these
elements, necessary steps must be taken to gain success.
6. Quick decision-making:
Today’s business environment is rapid changing .To get success; decision must be taken to cope
with any change. Decision-making should be quick in any matter.
7. Strong coordination among departments:
To achieve organization overall goals, coordination among functional department is essential. If
any department does not cooperate with any other department it will not be possible to
implement any decision.
8. Development of human resources:
In every organization, human resources play vital role. A competent work force is strength of the
organization that gives competitive advantage. So Rectangle Communication Ltd should
strengthen training program for human resources development.
9. Development of quality product:
Success of a business depends on ability to achieve client’s satisfaction. Quality is a weapon to
satisfy clients. Rectangle Communication Ltd should develop quality product. Quality is not
static. It is continuously improving. To develop quality, total Quality Management is essential.
TQM is the continuous improvement of the quality of goods & service for total client’s
satisfaction through involvement of all employees. Rectangle Communication Ltd should
practice.
10. Relationship with supplier:
Good relationship with supplier is important. Supplier provided raw material. Quality of raw
material affects of quality of finished campaign. Moreover, timely supply of raw material is
essential for smooth campaign. To ensure supply and quality of raw materials, Rectangle
Communication Ltd should establish partnership with suppliers.

11. Relationship with clients:

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Good relationship with clients helps to get clients feedback that is important to develop quality.
Rectangle Communication Ltd should maintain good relationship with clients.
12. Motivating employees:
Rectangle Communication Ltd should ensure employees motivation by providing motivational
program such as comfortable workplace, rewards for their work, awards and prizes etc. High
motivation improves productivity.

Conclusion:
This report has explained the practices of maintaining the agency of record (AOR) by Grey
Advertising Bangladesh Ltd, which affect their success in the competitive market scenario.
Rectangle Communication Ltd is a mother concern of Grey Global Group. This agency produces
a large volume of media program. The agency plays a significant role at the national level. It is a
profitable agency. It has potentiality, but due to worldwide open market, this organization is
facing high competition. In order to face and to fight against the rivalry, Rectangle
Communication Ltd shall have to be more alter and careful and shall have to adopt authentic
strategies in the battle of business. As Rectangle Communication Ltd is a world wide agency and
under a sector corporation, it has huge power to make decision. If management, staffs, workers
work together cordially, it will not be hard to continue its success in the future.
By this brief discussion we see that Rectangle Communication Ltd have a grate prospective
future. They should take some steps to utilized properly the existing opportunities, and able to
compete and defeat their competitors. So, to reach their target and goal, it should be able to
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become again the market leader by implementing the recommendations & suggestions, as
suggested in the previous pages.

Questionnaires

1. who are your primary clients or consumer ?

2. Who are your main competitors ?
3. What is the unique about your company versus competitors?
4. Why do your customer choose you ?
5. What are the primary reason for your company to use social media?
6. Which area do you fell to improve in social media ?
7. Inside your advertising agency : what does your account do?
8. How has your agency evolve over the past five years ?
9. In which media your agencies most expert?
[Link] the unique tools does your agency to reach target demographics?