Report on

Conventional Marketing vs. Digital Marketing: A

study on Partex Furniture Ltd.

Prepared By

Mashfique Faisal Fahim

Student ID: 17364001

An internship report submitted to the BRAC Business School in partial fulfillment of the
requirements for the degree of
Masters of Business Administration

BRAC Business School

BRAC University
January 2019
Declaration
It is hereby declared that

1. The internship report submitted is my own original work while completing degree at
BRAC University.
2. The report does not contain material previously published or written by a third party,
except where this is appropriately cited through full and accurate referencing.
3. The report does not contain material which has been accepted, or submitted for any other
degree or diploma at a university or other institution.
4. I have acknowledged all main sources of help.

Student’s Full Name & Signature:

Mashfique Faisal Fahim

Student ID: 17364001

Supervisor’s Full Name & Signature:

Md Shamim Ahmed

Deputy Register, BRAC University

Lecturer & Assistant Dean (Accreditation & Quality Assurance)

BRAC Business School

 Letter of Transmittal

Md Shamim Ahmed

Deputy Register, BRAC University

Lecturer & Assistant Dean (Accreditation & Quality Assurance)

BRAC Business School

BRAC University

66 Mohakhali, Dhaka-1212

Subject: Submission of Intern Report

Dear Sir,

I, Mashfique Faisal Fahim (ID-17364001), am submitting my internship report on “Conventional

Marketing Vs Digital Marketing: A study on Partex Furniture Ltd.”. It was a great learning
experience for me while working Partex as well as preparing this report under your supervision. I
have tried my level best to develop this report with the theoretical knowledge as well as the
practical experience of working in Partex. I believe this internship experience will assist me to
build a successful career in future. Hope you will appreciate my effort and will be pleased
through the evaluation of the report. Thank you for your all the guidance and your kind
cooperation throughout the whole internship period.

I trust that the report will meet the desires.

Sincerely yours,

----------------------------------------

Mashfique Faisal Fahim

Id: 17364001
BRAC Business School
BRAC University
29 January 2020

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 Acknowledgment
The Internship report is the outcome of guidance, direction and support of many people. I am
privileged enough to reach the goal with abundant supports and definitely with the blessings of
Almighty Allah.

First of all, I would like to show gratitude to Almighty Allah for blessing me to complete my
goal. I would like to express thanks to my academic supervisor Md. Shamim Ahmed, Lecturer &
Assistant Dean (Accreditation & Quality Assurance), BRAC Business School for his boundless
encouragement and supportiveness to complete this report.

Then I would like to express heartiest gratitude to my supervisor and my organizational

supervisor, Golam Rabbani, for guiding me during the internship period and helping me to learn
about organizational activities and adjusting myself in workplace culture.

Finally, thanks to my family and friends for supporting me throughout my graduation period.

I am really honored and fortunate to get immense support from all these persons.

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 Executive Summary

This report presents the work experience on a well-known business organization “Partex
Furniture Ltd” which is one of the largest local Companies in Bangladesh. This internship report
is based on the internship program to the job experience that I am having successfully in Partex
furniture Ltd. under marketing department from 3rd October to 3rd December.

Digital Marketing is most probably the famous buzzword among marketers who are looking to
expand the reach of their products or services beyond the boundaries of traditional methods. The
most rewarding aspect about digital marketing is that it gives a level playing field to incumbents
as well as small businessmen for their business promotion. Marketing via digital means help
enhance the online presence of the business and provide a perfect platform where one can build
the image of their brand quite strategically. The rapid evolution of digital marketing tools has
certainly created new avenues for marketing and advertising of business. The whole point of this
report is to look at the possibilities and future of digital marketing in Partex furniture Ltd. and as
a whole in Bangladesh.

In our country, only a handful of organizations have proper concern about digital market
andmost of them are multinational organizations.I tried to know about the existing established
policies, methods and actions of Partexspecially their actions oriented to different marketing
activities and approaches to establishthemselves as a renowned brand locally and internationally.

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Table of Contents
Letter of Transmittal ................................................................................................................................... i
Acknowledgment ....................................................................................................................................... ii
Executive Summary ....................................................................................................................................iii
Chapter 1 .................................................................................................................................................... 1
1.1. Introduction ................................................................................................................................ 1
1.2. Company Overview .................................................................................................................... 1
1.3. Product ....................................................................................................................................... 2
1.4. Types of products ....................................................................................................................... 3
1.5. Mission and Vision ..................................................................................................................... 4
1.6. Marketing Activities ................................................................................................................... 4
1.7. Target market/ Segment ............................................................................................................ 5
1.8. Communication Mix Strategy..................................................................................................... 6
Chapter 2 .................................................................................................................................................. 12
2.1. Conventional Marketing vs. Digital Marketing ........................................................................ 12
2.2. What is Conventional marketing? ............................................................................................ 12
2.3. Advantages of Conventional Marketing .................................................................................. 13
2.4. Disadvantages of Conventional marketing .............................................................................. 14
2.5. What is digital marketing? ....................................................................................................... 15
2.6. Advantages of digital marketing .............................................................................................. 16
2.7. Disadvantages of digital marketing.......................................................................................... 17
2.8. Contents in Online Marketing .................................................................................................. 17
2.9. Digital Marketing vs. Conventional/Traditional Marketing..................................................... 18
2.10. Digital marketing in Bangladesh .......................................................................................... 19
2.11. Types of Industries involved with Digital in Bangladesh ..................................................... 20
2.12. Major Type of Digital Marketing Practices in Bangladesh ................................................... 22
2.13. Constraints of Digital Marketing .......................................................................................... 27
2.14. Impacts of Digital Marketing ................................................................................................ 29
2.15. Future of Digital Marketing .................................................................................................. 31
Chapter 3 .................................................................................................................................................. 32
3.1. Analysis and Findings .................................................................................................................... 32
Chapter 4 .................................................................................................................................................. 40
4.1. Recommendation ..................................................................................................................... 40

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Chapter 5 .................................................................................................................................................. 41
5.1. Conclusion ................................................................................................................................ 41
Chapter 6 .................................................................................................................................................. 42
6.1. References ................................................................................................................................ 42

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Chapter 1
1.1. Introduction

The topic of my study is “Conventional marketing vs Digital marketing: A study on Partex

Furniture Limited”. I found that in our country internet users are mounting with each passing
day. Due to this, companies are spending huge amount of their budget on digital marketing and
with each passing day companies are shifting from traditional to digital marketing.

Conventional marketing includes of print ads in newspaper, magazines, billboards, direct mail,
posters, TV and radio commercials and brochures or leaflets. Until the introduction of the
internet, these were effective mediums. But now conventional marketing is in last mile of race.

Twitter, Facebook, Youtube, Google LinkedIn and many others Social media have emerged as
the transformational new digital marketing tool. These media have connected into our everyday
lives and it can be said that nearly all of us are connected all of the time.

In this report I tried my level best to analyze the furniture industry in terms of conventional
marketing practice vs digital marketing through my experience while working in Partex Star
group.

1.2. Company Overview

Partex Star Group is one of the largest Bangladeshi diversified private sector enterprises, owning
and operating over twenty units giving value for money to all customers. The Group,Partex
Group, started its journey in 1962, with the torchbearer, Mr. M.A. Hashem, the founder
Chairman of the then Partex Group, an eminent industrialist of the country. The company started
its business in tobacco trading and with prudent entrepreneurship of our Founder Chairman Mr.
M.A, Hashem today we have a stake in tobacco, food, water, soft drinks, steel container, edible
oil, wooden board, furniture, cotton yarn and the IT sector. After Bangladesh was established our
Chairman set up M/S Hashem Corporation (Pvt) Ltd, in Chittagong city meeting the large
demand of food and materials needed for sustaining the needs of a new nation through imports.
From importing to import substitution was the next logical step and the stepping stone into the

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manufacturing sector, which has matured to the multimillion dollar diverse investment of the
Partex Group today. A dedicated work force and committed board members led by our Chairman
and backed by a market oriented corporate strategy has been the cornerstone of our success.
Today the group has over twenty family owned private limited companies with a sizable
turnover.
Partex Star Group owns and successfully operates twenty manufacturing, service and trading
concerns delivering best values to customers through its products and services. Our business
primarily exists in two different areas – consumer durables like different types of boards(particle
board, veneer board, melamine faced chip board, plywood, PVC sheet) doors and door frames &
furniture to FMCG like dairy products, cookies, spices, etc.
The company is dedicated to create an enriched customer experience through a top-to-bottom
focus on excellence in execution. From the hiring of people to the selection of merchandise, the
negotiations with vendors to the design of our showrooms, the generation of the purchase order
to the delivery to our customers‟ homes.
A motivated work force, management and committed board members led by the Partex Star
Group Chairperson and backed by a market oriented corporate strategy has been the cornerstone
of the group‟s success.
Partex Furniture is leading manufacturing furniture, brought revolutionary changes in the
furniture market in our country since its start 2000 and owned by Mr Aziz Al Kaiser. First it had
started with only bed room funitures, but now Partex furniture is fully equipped with latest
technologies.

1.3. Product
The total number of existing products in the market -

 House hold Furniture (Wooden)

 House hold Furniture (Laminated Board)
 Mini bar (Wooden)
 Kitchen Cabinets
 Work Stations
 Chair

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  Doors
 Computer Furniture
 Office Furniture

1.4. Types of products

Partex Furniture is one of the standard quality furniture companies. For their excellence products
they are becoming more popular furniture company name in customer mind.

Office Furniture:

 Conference Room Chair

 Visitor chair
 Conference table
 Workstation
 File cabinet(Metal and wooden)
 Sr. Executive chair
 Executive chair
 All kinds of table
 Computer table
 Working top
 Imported table
 Imported wooden floor

Home Furniture:

 Almeria
 Bed with bed side table
 Dressing table
 Dining chair(Metal and wooden)
 Dining table(Metal and wooden)
 Built in cabinet
 TV trolley

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  Kitchen Cabinet
 Kitchen Accessories
 Multipurpose display cabinet
 Sofa sets
 Wall paneling

1.5. Mission and Vision

To be the most consumer-focused, competitive, efficient, innovative and environmentally

responsible and quality concerned leading market oriented furniture manufacturer, sales and
distributor of Bangladesh.

We are the leading furniture solution provider in Bangladesh achieving our business vision
through growth in market reach, increasing operation size, international distribution, total service
and consistent branding activities by the being most customers focused & Innovative, cost
effective & efficient, environmentally responsible & quality concerned company in the business.

1.6. Marketing Activities

Partex is continuous in finding ofproduction innovation and development. Partex had the leading
manufacturer in producing the particle board which is a major raw material to produce
furniture.Before, they supplied this particle board to other furniture making companies to make
furniture. Later the top management decided that they could vertically integrated in to the
furniture industry since they are producing their own raw material. They also came up with an
inventive idea of making use of the unused part of the log which they use for making particle
board. They also have a well-known distribution network which it can use for the furniture as
well.

Now talking about marketing strategy for Partex basically they don‟t have any rules for their
marketing. Newspaper ad is the only way they go for. They expend huge amount of leaflets and
brochures. Unfortunately, there is no one to make sure that these things will go to the right hand.

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Partex has a very multifaceted structure. Their administrative expenses are very high. This could
be a reason that their top management are not interested to expend much on marketing.

1.7. Target market/ Segment

Partex Furniture focuses not only „demand‟ but also the „necessitate‟ of customers.The target
group of Partex Furniture is belonging to the high income and middle income group. This
includes not only big companies like Square or City Bank but also includes middle income
group. Quality is the main factor for the high income group where price and quality both are
considered as main factor for the middle income group. The customers of Partex Furniture can be
separated into two categories –

a) Corporate
b) Household.

Partex follow a differentiated marketing strategy.

Consumer lifestyle

Consumer‟s lifestyles have improved over the last decade, with growing upper middle class
people. In this “time poor cash rich” society, there will be an increasing tendency towards less
traditional wooden furniture and an increase in demand for stylish, light weights, durable
furniture.

Demographic Variables:

Age:

The target market of Partex furniture is people of aged 25 and above. As they charge high prices
so people who have a job or business and working for at least five years can manage to pay to
buy Partex products.

Sex:

For corporate offices, male are the main customers. On the other hand, female customers are the
decision maker and usually come together to purchase home furnishings.

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Social class:

Majoritycustomers of Partex furniture are from high class. In showrooms, approximately 70-80%
of the customers are from the high class while the restsare from the upper middle class and
middle class.

Geography:

Partex mainly focused in Dhaka for their target customer. Their target region 70% is in Dhaka
and 30% outside of Dhaka. This is why the company focused mainly within Dhaka (Own
Showroom). Most of the showrooms are situated near areas like Panthapath,
Gulshan,MonipuriPara,MirpurKazi Para (Main Hub), MirpurChiriakhana Road (New), Jamuna
Future Park (New) etc. The merchant houses are also positioned in Sylhet, Chittagong, Khulna,
Noa-khaliregions.

1.8. Communication Mix Strategy

Partex Furniture Limited is used different types of strategies for promoting its products and
services to its target customers.

Communication mix strategies of Partex Furniture Limited

Advertising TVC, Newspaper, Magazine, Billboard, Radio

Personal Selling SMS, Mail, Call, Greetings in Occasions.

New Product Launching Fire door for garments factory worker‟s security

Discount Offer In PohelaBoishakh, 2 Eid, 26 March

Others Participate in Dhaka Trade Fair, Sponsorship of Programs

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Communications can include public relations, advertising, viral advertising, personal selling and
any form of communication between the organization and the consumer.

 Advertising – a mass media approach to promotion: Partex use a lot of approach for their
promotion.
 Outdoor: usually outdoor communication means Billboard, signboard. Banner, festoon
etc.

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 Magazines / newspapers: they use different types of advertisement in Magazine and
newspapers. Especially when this company runs any special offer for their customer and
for occasional campaign.
 Television: Television is another important media of promotion now days.
 Radio: Radio becomes alternative very widespread media in Bangladesh.
 Sales promotion - price / money related communications: There are various types of sales
promotion used by the company. They are as follows:
o Coupons
o Discounts
o Competitions
o Loyalty incentives

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Public relations -

 Press launches
 PR events
 Press release

Personal selling –

 Salesmen

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  Experiential marketing
 Dealer or showroom sales activities
 Exhibitions
 Trade shows

Direct marketing -

 Mail order catalogues

 Bulk mail
 Personalized letters
 Email
 Telemarketing
 Point of sale displays
 Packaging design

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Digital marketing –

 Company websites
 Social media such as Facebook or Twitter
 Blogging
 Mobile phone promotions
 YouTube
 E-commerce.

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Chapter 2
2.1. Conventional Marketing vs. Digital Marketing

Running a successful business is not just about choosing the suitable market or having a high
quality product. It‟s also about choosing the right kind of marketing techniques in order to reach
out to your target audience and convert them into customers.

Over the year, the field of marketing and advertising has been changed a lot. In fact, it changes
every day. In the last few year digital marketing has been improved radically. Most of the
world‟s top organizations are now focusing more on digital marketing. Currently, there are even
questions rising that digital marketing is suppressing the traditional marketing. This report will
be mainly focusing these two types of marketing.

2.2. What is Conventional marketing?

Conventional marketing is nothing new as it‟s a form of marketing that we have been exposed to
at one point or another. It is a traditional mode of marketing that helps to reach out to a semi-
targeted audience with various offline advertising and promotional techniques.

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It is hard to ignoreconventional marketing. It includes the Conventional ads we look everyday.
Many of the common and most tried offline marketing strategy come under the following five
major categories:

Print (magazines, newspapers, etc.)

Broadcast (TV, radio, etc.)

Direct Mail (catalogues, postcards, etc.)

Telephone (Telemarketing, sms marketing, etc.)

Outdoor (billboards, fliers, etc.)

Conventional marketing may have developed over the past few years, but the
elementaryfeaturestays same.

On the other hand, digital marketing may different than Conventional marketing. However, the
fact is, digital marketing is moreuseful because it does not overlook any of the four Ps of
marketing. Four P‟s are used in a unique manner in digital marketing.

2.3. Advantages of Conventional Marketing

The advantages of Conventional marketing over digital marketing are discussed below:

Reach local audience:Conventional marketing can reach local audience easily. A business can
promote by radio in a fastest way and it is a best alternative.

Reuse and recycling possible:Digital marketing don‟t need any physical material like posters.
But hard copies can add benefit. Posters or fliers can be reused or recycled for future.

Familiar marketing mode:Digital marketing is easy for older customers. Conventional

marketing is very familiar for aged people and businessman. And anyone can easily understand
about a brand or a product.

Hard copy easily processed:Hard copy can easily recycle in future and can process for use.

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Greater exposure:Conventional marketing can get a great exposure easily. As a proven method,
every businessman relies on this method and think that it will get them success.

New audiences:Conventional marketing can reach a huge population as it covers much

geographical area. Billboards or radio or others materials can spread message easily and there is
a chance to get new audience.

2.4. Disadvantages of Conventional marketing

Although Conventional marketing has been getting success in the past, there are some
disadvantages of Conventional marketing too due to the increasing use of the internet in recent
years. The beginning of the enormous use of the internet, use of smartphones, iPods, tablets, and
social networking sites, small businessmen are also able to advertise their products using
websites and web pages through banners, social sites such as Facebook, WhatsApp, Twitter,
podcasts. These cost less compared to Conventional marketing. Some of the disadvantages of
Conventional marketing are discussed below:

Static text:In conventional marketing no one can interact with the customer. So if any
businessman gives an ad in a newspaper then it‟s not possible to update it in future.

Lack of time to update message:Conventional marketing need a well prepare message in

advance before it publishes. So businessman can‟t change their message easily.

Expensive compared to online marketing:Compared to online marketing conventional

marketing is expensive. To run a campaign by putting ads or distributing any flyer, business need
to pay.

Customized Marketing not possible:Conventional marketing don‟t give the chance to target
any specific customer rather only specific market can be targeted.

Provide less information:Conventional media don‟t have much space to display different
variations of the price or offers. Which might attractive to the customer.

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Ignorance of Conventional methods: Most people tend to ignore or skip the advertisement
more easily, such as they might not read the ad on the billboard or banner, change the channel of
the television when the advertisement or commercial is shown, etc.

2.5. What is digital marketing?

Online marketing or Digital marketing or refers to the marketed related work that a business does
through the Internet or an electronic device such as a mobile phone. Any business can leverage
digital marketing to reach out to their target market, connect with prospects and convert more of
them into customers/. Everything from search engine marketing to Instagram marketing comes
under digital marketing.

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The reason why digital marketing is essential for a business today is because the Internet is
becoming one of the most used tools. More and more people are logging on the net to carry out
their day to day actions, which includes purchasing goods and services.

As technology grows and the new digital thoughts are brought to life, the digital marketing world
grows with it. One of the reasons why it continues to convey results is because it is a form of
inbound marketing. Which means, instead of you going out there to find people, they find you.
Whether it is running an advertisement on Google or creating marketing related content for your
blog, it‟s all about drawattention to your target customer and spreading awareness.

2.6. Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be reached in a cost-
effective and considerable way. Other digital marketing advantages include increasing driving
online sales and increasing brand loyalty.

Global reach: Digital marketing can reach new markets and can trade worldwide in a short time.

Lower cost:Digital marketing needs low budget to reach the right customer.

Trackable, measurable results:A marketer can easily measure the effectiveness of campaign by
web analytics and other online metric tools.

Openness:A marketer can build customer loyalty by getting involved with social media and
managing cautiously.

Personalization:A digital marketer can keep customer database and can attract with targeted
offers easily.

Social currency: Digital marketing allow you create engaging campaigns using content
marketing tactics. This content can gain social currency - being passed from user to user and
becoming viral.

Improved conversion rates:In digital marketing, a customer can make a buy with a few clicks.
But in other medium, a marketer needs to make phone call or go to shop.

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2.7. Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of some aspects
that are given below:

Skills and training: Digital marketing need the right knowledge and skill to carry out with
success. To keep update is mandatory in digital marketing.

Time consuming:Digital marketing can save time for a marketer. And he can measure the
results and ensure a return on investment.

High competition: While you can serve a global market with digital marketing, you are also up
against global competition. It‟s always challenging to compete with international competitor.

Complaints and feedback: Audience can see any negative feedback or complaints through
social media. It can damage a brand reputation.

Security and privacy issues: There are a number of legal considerations around gathering and
using customer data for digital marketing purposes. Take care to comply with the rules regarding
privacy and data safety.

2.8. Contents in Online Marketing

 Ads and Sponsored are familiar in Bangladesh

 Sponsored ads influence the buying decisions and people like dynamic and interesting
contents rather than informative contents.
 Social Media creates the virtual existence in people‟s mind and people actually get aware
about the brands through Social Media Marketing.
 People do not want to experience new products only from seeing that advertisement
Online.
 Online Contents puts pressure over quality. Quality isn‟t everything to convert the clicks into
sell.
 Visual Presentation is the most important part of Online / Social Media Marketing

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2.9. Digital Marketing vs. Conventional/Traditional Marketing

There is a question whether digital marketing is outstanding traditional marketing or not. Most of
the people believe that digital marketing has taken over and traditional marketing hardly exists.
Over the last year conventional marketing had fallen nearly 160% and at the same time digital
marketing improved 14%.

As traditional marketing is evolved for so long people are well-known to it. Searching ads in
magazines and newspapers, or looking at roadside billboards are still common activities and
people do them all the time. Most of the time conventional marketing is reaching only local
audiences. The results of the communication cannot be measured accurately or at some cases it
isunmeasured at all, it is the main difficulties of traditional marketing.It‟s even costly than digital
marketing. Moreover, conventional marketing strategies are not interactive. The communication
is in one way. So there is no rapid way to know the people‟s feedback or want to say about their
brand/products or communications.

On the other hand, in digital marketing, businesses now know the target audiences and what they
are offering to them. So, here right people get to know about what company wants to say. If the
targeted person wants to know any further information about the products or services from the
business, they can let him/her know very easily with a very low communication cost. Thus
people become more interested in products or services and company gets more customer. The
bonding become deep as customer can continuously talk with the brand. That creates trustworthy
customers. In terms of money, digital marketing is extremely cheaper than conventional
marketing and the effectiveness is surprising.

The win of digital marketing over conventional marketing can be simply pointed out. However,
People, especially in the third world countries are still accustomed with conventional marketing.
So, it‟s hard for any business to grow by shaking the hand only with the digital marketing. The
world is still not ready to overlookconventional marketing.

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Basic difference between conventional marketing and digital marketing

Traditional marketing Digital marketing

Communication is unidirectional. Communication is bidirectional
Medium of communication is usually phone Medium of communication is mostly through
calls, letters and emails. social media websites, chat and e-mail.
Designing, preparing and launching a Develop an online campaign is faster and carry
campaign takes lots of time money and out changes along its development.
preparations.
Specific audiences are targeted for a campaign The content is offered for common public.
It is conventional way of marketing, best for It is best for targeting global audience.
getting local audience
The Effectiveness of a campaign is challenging It is easier to quantify the effectiveness of a
to measure. campaign through analytics.

2.10. Digital marketing in Bangladesh

Globalization has brought in many changes in the business scenario with the whole world
inching towards one big market place. Communication between the buyers and sellers has
become crucial as each can opt to explore a greater number of alternatives than ever before. E-
marketing through internet e-mails, website and other facilities enables a businessman to be
linked with every corner of the world, and thus opens up greater opportunities in the world
market.

According to Bangladesh Telecommunication Regulatory & Commission (BTRC), almost 80

million people are using internet at the moment in Bangladesh. Number of people are now using
internet is growing and modern people are very tech-conscious.Realizing the fact that a
handsome number of people are browsing internet every day, different companies have changed
their marketing policies and diverted the attention towards digital marketing.

The digital marketing industry is growing rapidly because of the development of cell phones,
web availability and social networking in Bangladesh. Digital marketing has been introduced in

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our country relatively years back and people are accommodating this form of marketing style.
Digital marketing is totally different from conventional marketing. To define digital marketing in
other words, it can be said that, digital marketing refers to the support for products or brands via
one or more forms of electronic media. It is not only a rapidly growing force in the current
marketing arena, it is expected to be the future of marketing, and it seems likely that digital
media will soon replace more traditional forms altogether. Digital methods of communication
and marketing strategies are more rapidly, more resourceful, concrete and efficient. Moreover, it
is more cheap and consumer-oriented than conventional marketing. The key forms of digital
marketing include website development, SEO, online video content, e-mail marketing, social
media marketing, PPC (Pay-Per Click) advertising, branded & non-branded SMS marketing,
banner & logo design, image post-production and many more things.

The most notable aspect of digital marketing is that it is very inexpensive. Digital marketing is
more inexpensive than conventional offline marketing methods. Digital marketing empowers the
business companies to spread the targeted audience. It is like you are getting versatile benefits by
costing comparatively less amount of money. Along with that, it also assists the companies in
presenting products or services in front of greater number of customers and maximizing revenue
within minimum cost.

2.11. Types of Industries involved with Digital in Bangladesh

In Bangladeshi market, Digital Marketing plan use various industries like-

 E-Commerce

In an E-commerce business, the vital marketing policy is online marketing. Without digital
marketing, we cannot think about E-commerce in our country.

 Tourism Sectors

From online room booking to different tour related journey are mainly focused and used by
digital media for transaction, communication and every activity.

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 Bank

Banks always want to collect more clients. At the present time, they follow Digital
Marketingpolicy broadly. Mobile Banking, Internet Banking, SMS Banking all of these services
areoffered by Banks which are included with Digital manner.

 Telecommunication

By using digital platform, Telecommunication companies in Bangladesh like

RobiGrameenphone,TeleTalk, Banglalink etc. provides different services like SMS, MMS,
Internet package etc.

 Garments & Textiles

This industry also started to promote their business digitally as it‟s an export and import related
industry.

 Export-Import Business

Pharmaceuticals, Garments items, Leather, Ceramics, Steel, Plastic, and many items are
regularly exported and imported from Bangladesh to other country or other country to
Bangladesh. Thus, they use Digital marketing policy.

 ICT Sector/IT & Software

ICT sector in Bangladesh isdivided into four sectors-

i. Information Technology (including Software solution)

ii. ITES
iii. Network Solutions
iv. Hardware Solutions

Most Bangladeshi market players initially offer their products and services on the domestic
market, and then they export to Europe, Northern America and others. Furthermore, based on
Business Process Outsourcing (BPO), many companies provide their services by using online
market place.

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2.12. Major Type of Digital Marketing Practices in Bangladesh

 Marketing policy:

Every company should have their own marketing strategy. As the sale depends on the marketing
activities, marketing policies have a great impact for future success. All companies in
Bangladesh follow almost same marketing policies. Online promotional strategies get more
emphasize than offline promotional strategy in various industries. There are major marketing
policies are given below:

 Social Media Marketing:

Different Companies in Bangladesh use the various social media platform for doing their
promotional activities such as

Facebook Marketing: Facebook provides various tools (paid and non-paid) for doing marketing
activities. Marketers can boost their Facebook page or post to reach their particular ads about
product and service to specific customers. Here, marketers can do niche targeting according to
customers‟ age, gender, area and so on and can do easy segmentation.

Twitter Marketing: Various companies also use Twitter for doing marketing. Here, they can
tweet by providing their web or service or product link with picture and most important thing is
Hashtag (#). They must use Hashtag (#) for more engaging specific customers.

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LinkedIn Marketing: LinkedIn is basically professional platform by where marketer can hire
the expected employees but they can find out the actual customers or clients from here. They can
use Hashtag (#) here as well as can engage targeted customers.

Instagram Marketing: Instagram is photo based platform but marketers post various photos of
their products or services with Hashtag (#) and try to find out targeted customers.

YouTube Marketing: YouTube is a video based platform by which many companies of

Bangladesh make video or advertisement about their product or service as well as now a day,
they publish various review or make tutorial on particular subjects such as SEO, Digital

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marketing etc., resulting increasing customers‟ engagement on their channel and ultimately
customers purchase their product or service.

Pinterest Marketing: Marketers post various photos, smaller scale, GIFs and video of their
products or services and try to find out targeted customers.

 Email Marketing

Email marketing is related with sending email to targeted customers. It can be customized or can
be bulk marketing. Bangladeshi companies at first collect the business email address from
several sources such as from corporate database, buying form several market place like Up work,
Freelancer, guru etc. Then they send the offer letter through software or using different web
applications. This is the process of email marketing. There are two types of email marketing

i. Stand-alone-campaign
ii. Newsletter

In Bangladesh, two types of approaches are used. Some organizations that specialize in email
marketing provide various services to IT firms such as “Callbox” provides-

 Email copy writing

 Template Design
 List Hygiene
 Email database management
 List Segmentation
 Customization

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  Results Tracking

 Blog Marketing

Many of industry follow blog marketing for increasing the traffic or engagement on their
website. They publish some innovative blogs regularly in different blog platforms, their own
sites as well. There some famous blog platform is given below-

 TechCrunch.com
 TheNextWeb.com
 Wired.com
 Droid-life.com
 Slashgear.com
 TechRadar.com
 BusinessInsider.com
 Macrumors.com
 Tech2.com
 Venturebeat.com
 Eurogamer.net
 Gizmodo.com
 Mashable.com
 TheVerge.com
 DigitalTrends.com
 Technorati.com
 Gigaom.com
 Blog.us.playstation.com
 Engadget.com
 Ubergizmo.com

 Online Advertising

Online advertising is considered as an old fashioned form in the online world. IT firms,
Telecommunication companies etc. generally use this ad through Google Ad Words. Besides

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they use banner ads, pop-up ads etc. Now a day‟s online video advertising ad is very popular
such as You Tube video ads, ads in various web portals like prothoalo.com, bdnews24.com show
these types of short video ads.

 Launching online campaigns

Sometimes companies in Bangladesh do special campaign when they launch new product or
service. This is another promotional technique of digital marketing.

 Promotions in different websites

For the purpose of increasing rating, traffic in the website, most companies of Bangladesh uses
several platforms, and they provide good review about their own website in these following
links. After that their websites are be promoted in online world by the authority of these
platform.

 Search Engine Marketing

Search engine marketing means the marketing via internet to seek to promote a website by
enhancing the traffic or visibility in search engine result pages.

Two types of search,

a) Organic Search and

b) Paid Search.

Various firms normally use both type of search. There are two ways for marking or highlighting
the particular website in online

I) Search engine optimization (SEO) SEO is the process of improving the volume as well as
quality of traffic delivered to a website from search engine. It helps to ensure that a site is
accessible to a search engine, and accurately describes and classifies the site helping to define its
pages‟ relevancy to a search. SEO mainlyrequires four things: Right keywords, SEO-friendly
HTML, link building and relevant content for both search engines and visitors.

Search engine optimization is divided into two main focus areas-

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 On page SEO: On page SEO relates the optimization of your websites content as well as
code for target keywords.
 Off page SEO: Off page SEO relates to the optimization of links pointing to your websites.

ii) Pay per click advertising

PPC is one type of sponsored online advertising by which the marketers only pay if a web user
clicks on the ad. As PPC provides the freedom to choose the price and keywords, the traffic is
more targeted. Google focuses the way of increasing share of paid search, primarily from its PPC
service, AdWords. By this advertising, marketers can target and reach to highly targeted
customers. There are another two terms are used which Pay Per Lead (PPL) and Pay Per Sale
(PPS).

2.13. Constraints of Digital Marketing

Digital marketing has several challenges. Among them the fallowing is critical.

 Limited access and use of computer and telephone

 High internet connection cost
 Slow internet connection speed
 Unpredictable power supplies
 Credit card conundrum
 Lack of modern financial system
 Language barrier
 Lack of flat rate phone plan
 High illiteracy rate

Telephone Access:

To make successful e-marketing customer must have access to computer and an internet service
provider to use the internet. In Bangladesh numbers of internet users are not enough to carry
successful e-marketing.

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Internet Connection Cost:

Nation like Bangladesh has higher internet related business cost- a concern because for each
online business the internet is necessary. Internet connection charge is high relative to the
purchase power of people‟s low connection Speed.

Website Design:

Another key issue of e marketing in Bangladesh is the relationship between connection speed
and website design. Although most internet connection around the world is through dial up
connections, telephone line limits the speed which data can be sent and received. Download
speed is 35000kbps.This has major implication for Website design, specially the point to where
graphics are used. Web is typically a visual medium and users expects to see pictures, mostly
complicated graphics and pictures that move, roll into usual shape. Yet each of these elements
slows the download rate. In BD, with slow connections speed and a user may be laying the
minute, download speed is a major consideration.

Unpredictable Power Supplies:

In Bangladesh another challenge for e-marketer is sporadic electricity. Supplies of electricity and
access to it don‟t bring optimal position to bring a good scene for digital marketing.

Credit Card Conundrum:

Convenience and ease of transaction are two of the internet „s most benefits. Credit card and
secure online payment systems make seamless and easy web based transactions in developed
countries. So, it is not for all time possible for buyer to pay electronically for not having a credit
card.

Lack of Modern Financial System:

Bangladeshi cash based traditions limits the volume of online transactions. The establishment of
payment counter, ATM booth and collection agencies is expected to lessen to severity of the
problem but will also add to overhead expense incurred by online service.

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Language Barrier:

Most online service providers opt to offer bilingual interface for their websites to accommodate
local and foreign customer. This increase price and adds some technical challenges.

High Illiteracy Rate:

In Bangladesh, High illiteracy rate limits practice of all kinds high-tech services. Progressive
governmental strategies are centrally needed to decrease the relatively high illiteracy
rate.(Masud, 2017)

2.14. Impacts of Digital Marketing

The most rewarding aspect about digital marketing is that it gives a level playing field to
incumbents as well as small businessmen for their business promotion. Marketing via digital
means help enhance the online presence of the business and provide a perfect platform where
one can build the image of their brand quite strategically. The rapid evolution of digital
marketing tools has undoubtedlyformed new avenues for marketing and advertising of business.
Digital marketing over the years have certainly provided aideal platform for promoting the
actions of business, given below some most accepted impacts of digital marketing –

Level playing field:

As the beginning of digital marketing and connected tools of business promotion, any business
can battle with their opponent regardless of their size and reputation. A creative and well thought
out marketing technique can help small businessman promote their business using online tools
quite effectively in comparison to traditional tools of marketing employed by large businesses.

Real time results

One of the most visible impacts that digital marketing techniques have had on business over past
few years is that now results can be measured in real time. Whether you are promoting your
business through social media or email marketing, you can always take help of information as to
how many visitors have visited to your site and how many have subscribed to your services and
at what time.

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Direct customer interaction:

One of the most suitable impacts that digital marketing have had on business promotion in India
is that it has brought businesses and consumers on the same platform. Digital marketing tools
like social media provide businesses the opportunity to communicate with their potential
customer in real time, which proves highly beneficial in creating quick responses and designing a
marketing plan according to the requirements of the customer.

Concept of Viral:

When as a business you take help of online tools like social media, emails, website content and
SEO, this enables your link and message to be shared quickly over a large platform. If your
content of information is effective, then it can go viral in matter of few days and you stand quite
significant chances of making your business popular in a quick time.

Faster transfer of information:

Promoting the activities of business was never as fast as it has become now. Digital marketing
tools like electronic media and social media help businesses communicate information about
products to clients in matter of short time without having to wait for a specific time. Tools like
business websites, TV ads, emails and social network help transfer information in minutes and
ensure that customer gets aware about product and services of the business in the quickest time
frame.

Shifting of strategy:

Since every digital marketing instrument is highly cost effective and helps compute results in
real time. It becomes quite easy to redesign or change a strategy that is not effective. The best
thing is that, strategy can be formulated based on customer interactions and this helps yielding
far positive and favorable results for better promotion and profit of business.

Reduced advertising cost:

Since the beginning of digital marketing, it has become absolutely hassle free to promote the
activities of the business on the web. Any smart business can develop a creative and effective

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online marketing strategy in a quick time at a little cost to promote and market the activities of
business. Online marketing reduces reliance on costly advertising channels such as print media,
television etc.

2.15. Future of Digital Marketing

Since the inception of marketing, the brands and marketers have been facing constant challenges
to bring out the perfect marketing solution as consumer behavior is changing at a rocket speed.
To keep up with the pace of consumer mind, marketing industry have been using many tools to
understand consumer behavior and trying to reach out the actual market. As a result, numerous
marketing researches have been conducted and marketers are adopting new tools in their bucket
every year.

With the grace of World Wide Web, the home& international market is now more open for any
business to grab any consumer segment they like. But it is very hard to keep track of millions of
potential customers and understanding their behavior every day. In these particulars, only
Facebook & Google based digital marketing is no longer enough for any brand to develop a
sustainable brand. Therefore, the new generation of marketing professionals is profiling their
target market by activating social listening tools and using Artificial Intelligence (AI) not only to
distinguish their actual consumers from the entire market but also to keep track of their
constantly changing purchase and decision making behavior.

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Chapter 3
3.1. Analysis and Findings

1. How many hours you spend online (including social media) every day on average?

How many hours you spend online (including

social media) every day on average?
7.14% 2.38%

33.33%
26.19%

30.95%

0 - ½ hour ½ - 1 hour 1 – 2 hour 2 – 3 hour more than 3 hours

The study shows that 33.33% participant who is living in Dhaka city are spending more than
3 hours per day online in an average. Then again, 52.52% people here in Dhaka city are
spending at least one hour or above in internet. This is a very good sign for Partex furniture
ltd as their potential customer. However, outside of the Dhaka city this number is much can
be different.

2. Do you prefer to buy furniture from showroom than purchasing from online sources?

Do you prefer to buy furniture from

showroom than purchasing from online
sources?
2.38% 0%

40.47%
45.23%

11.90%

Strongly Agree Agree Neutral Disagree Strongly Disagree

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 According to our study almost 52.37% existing customer prefer to buy furniture from
showrooms where they can check the product physically than purchasing online. On
thecontrary, we can see that 47.61 % is eager to purchase furniture from online platform.
This implies that people are heading toward digital platform more and more.

3. Do you think getting new product launching info via digital media than a conventional media
is more informative?

Do you think getting the new product launch info via

digital media than a conventional media is more
informative?
7.14% 0%
4.76%

35.71%

52.38%

Strongly Agree Agree Neutral Disagree Strongly Disagree

35.71% of the participants strongly agree that new product launching info via digital media is
more informative and 52.38% also agrees with the same opinion. People with different opinion
are very low in number. This result shows people feel very convenient when new
brands/products communicate through online. This happens because people now a days are less
interested into other type of communications such as billboards or printed press.

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4. Do you think digital Media is easy & effective way to give feedback to the product?

Do you think digital Media is easy & effective way

to give feedback to the product?
7.14% 0% 0%

40.47% 52.38%

Strongly Agree Agree Neutral Disagree Strongly Disagree

From the above graph we can see that 92.85% participants in Dhaka city accept that giving
feedback on product or services via online medium is easy and effective which is never possible
in traditional medium. Social media is playing a vital role for this. Through online people can
communicate more quickly with the manufacturer and many people feel relieved because its very
time saving.

5. Do you search newspaper/TV/radio/billboards over to know about desired furniture in the

market?

Do you search newspaper/TV/radio/billboards over to know

about desired furniture in the market?
11.90% 9.50%

26.57%
29.77%

21.43%

Strongly Agree Agree Neutral Disagree Strongly Disagree

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From above graph we can see that only 36% people now search newspaper/TV/radio or
billboards for their desired information about furniture whereas almost 41% people are more
interested to know through digital platform. That means they search in the digital media for the
new products/services in the market which take less time from them.

6. Do you know about the online purchasing system of partex furniture ltd.?

Do you know about the online purchasing system of partex

furniture ltd.?

12%

38%

50%

Yes No Not sure

The study shows that 50% people are unaware about the online purchasing option of Partex
furniture ltd. Partex is 60 years old company and many of their process are not that much
updated. Many of this people can be a potential customer of Partex who are been deprived from
the information of Partex furniture.

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7. Have you used the online purchasing system of Partex furniture ltd.?

Have you used the online purchasing system of Partex

furniture ltd.?

10%
25%

65%

Yes No Not sure

From the total participants almost 65% of the people did not use the online platform of partex
furniture. Some of them were really surprise to see the question that whether partex have an
online purchase platform. Only 25% people have used the online purchase system.

8. How satisfied are you with the website of Partex furniture limited?

How satisfied are you with the website of partex

furniture limited?
2.38%

14.28%

33.33% 9.52%

40.47%

Very satisfied Somewhat satisfied

Neither satisfied nor dissatisfied Somewhat dissatisfied
Very dissatisfied

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Only 24% of the participants are satisfied with the information that are provided in the website of
partex star group. Majority of the participate show their dissatisfaction toward the web site of
Partex. It can be said that partex have not given their attention toward the digital platform yet.

9. Are you satisfied with the marketing activities of partex furniture limited?

Are you satisfied with the marketing activities of partex

furniture limited?
4.76% 11.90%

35.71% 23.81%

23.81%

Very satisfied Somewhat satisfied

Neither satisfied nor dissatisfied Somewhat dissatisfied
Very dissatisfied

From the above graph we can say that almost 60% of the participants are satisfied with the
overall marketing activities of Partex furniture. Whereas 40% of the people don‟t satisfied with
their marketing activities. Through this survey we can say that partex has a lot of scope to
improve marketing activities in future.

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10. Do you think that Partex furniture maintain enough digital marketing coverage for their retail
business?

Do you think that Partex furniture maintain

enough digital marketing coverage for their
retail business?
7.14%

22.80%
21.43%

42.86% 4.76%

Strongly Agree Agree Neutral Disagree Strongly Disagree

66% of the existing and potential customer of Partex furniture thinks that they don‟t have enough
coverage in their digital platform and only 33% people thank that they have enough coverage in
digital platform.

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11. Do you believe digital Marketing will be popular for furniture business in Bangladesh within
5 years?

Do you believe digital Marketing will be popular for

furniture business in Bangladesh within 5 years?
2.38%

11.90%
26.19%

35.71%
23.80%

Strongly Agree Agree Neutral Disagree Strongly Disagree

From the above graph it can said that almost 85% people thinks that within next 5 years‟
people will be more interested in digital platform rather than physical stores. Since people are
busy now a day they will prefer to save their time more than save little money.

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Chapter 4
4.1. Recommendation
Partex is a renowned company in our country and try to enter the worldwide competition. But it
has some problem regarding their customer support. As I have worked here since I haveseen
some problem inside it. Those are:

 Customers are highly information seeker now in Bangladesh. They can search for more
information after seeing an ad or online is the only two-way communication channel for
customers. Current web page of Partexdoes not provide enough information about
product category, cross selling option or online booking system. Partex can improve the
situation by taking immediate action to redesign their webpage to meet customers
demand.
 Market research is necessary for getting the clear picture for product positioning
. Partex should conduct proper market research.
 They take low promotional activities. As a result, their sales are stable. They may
increase their selling effort by change in advertising form. They are mainly advertising in
the newspaper. They can go for affiliate marketing or E-mail marketing.
 Partex should monitor how customers are engaged with their brand both online and
offline, and then create a new plan that can enhance their sales.
 Contentmanagement in digital marketing is really very important. Cost is low also.
Partexshould give more highlight on content management and mix that with traditional
media and invest effectively both in digital and conventional media.
 Currently in Bangladesh digital marketing is just in its initial level. Manyorganizations
have just on track to work on digital marketing. For a quick and speedy development,
Partex should engage more employees for this part to deal with the high demand.

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Chapter 5
5.1. Conclusion

Marketing strategy is a complete blueprint to turn potential customer into a regular one. So that
when customers are ready to make the commitment, they can think of your brand. In this report I
mainly talk about the effectiveness and efficiency of new form of media which is called digital
media. For this reason, a survey was conducted. Outcome shows that as people spend a large
time on social media so brand presence in social media is must. Social media is used to not only
communicate with friends and family but also to search, interact and know about brands. Partex
is a renowned company in our country. Though they are trying to enter the world market but they
have some problem with their marketing activities. Partex conduct many promotional activities
but rarely try to figure out the problems. Though they are good at their sector but they do not
give much effort in market research, market development, product development, product
positioning, product planning, business plan, marketing plan, promotional planning etc. Despite
many problems, Partex is a growing company and a leader in furniture industry. And I believe it
will do well in the international arena too.

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Chapter 6
6.1. References

1. https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/
2. https://www.assignmentpoint.com/business/marketing-business/marketing-activities-of-
partex-furniture-ltd.html
3. https://assignmentpresentationedu.blogspot.com/2014/05/report-on-marketing-strategy-of-
partex.html
4. https://www.academia.edu/32638951/Assignment_on_PEST_and_SWOT_Analysis_of_Ak
ij_food_ACI_and_Partex_Group_of_companies.doc

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