An Assessment of My Zone Campaign of Grameenphone

Abstract

I have selected Grey Advertising Bangladesh Ltd., a company under Grey Global Group Inc. for attaining on-field experience as an intern for a period of twelve weeks as a part of my internship program of Bachelors of Business Administration requirement. During the internship in Grey I was assigned in Planning and Execution Unit of Servicing Department. The following report is based My Zone Campaign (Dynamic Pricing Campaign) of Grameenphone (GP) which has been planned and executed by Grey. The first part of the report is the introductory part where study objective, scope, methodology and limitation are described. Then second part focuses on different advertising agencies and potential advertising industry of Bangladesh. In third and forth part there is a brief discussion about Grey Advertising Bangladesh Ltd and Grameenphone consecutively. The next part entails about My Zone Campaign of GP; especially how Grey has focused on a single idea of 'Surprise' and chose to go for A TL, BTL and Activation Plan. In next part there is interpretation of collected data and based on analysis findings are mentioned. In the last part I tried to provide some recommendation based on the findings. Then appendix consists of the reference, list of the web sites visited and name and designation of respondents. To conclude, in the report I tried to express how my academic knowledge was applied in different situations in the internship tenure.