Nowadays many companies have embraced Mobile Marketing and have implemented promotional

activities through SMS aiming for an increase of sales and brand awareness while strengthening CRM.
For staying in the market, citycell Bangladesh ltd uses technology based marketing campaign. They are
giving ad to different media such as:

television,

newspaper,

magazine,

internet,

radio

etc.

On the basis of their technology based marketing campaign management, Employee, Customer,
Government have different perception towards the company and product. Im trying to find out their
perception.
Management perception:
We know that management perception is always towards the company. How to build the company strong
image, increase the reputation, increase the per share value and other long term benefits for the company.
Organizational perception management involves actions that are designed and
carried out by organizational spokespersons to influence audiences' perceptions of
the organization. This definition is based on the understanding of four unique
components

of

organizational

perception

management:

perception

of

the

organization; actions or tactics; organizational spokespersons; and organizational

audiences. The organizational perceptions are further classified into three major
forms

namely

organizational

images,

organizational

reputation,

and

organizational identities.

Perception Management Events: Perception management is often used by an organization in

the following major events:
1. Dealing with perception-threatening events: Include such events as scandals, accidents,
product failures, controversial identity changes, upcoming performance reviews, and
introduction of new identity or vision.

2. Dealing with perception-enhancing events: Include such events as positive/negative ranking or

rating by industry groups, overcoming hardships, and achievement of desired goals.[7]
Following are the examples of perception management in relation to specific organizations or
communities:
Citycell recently signed an agreement with Eastern Management Services Ltd.
Under the agreement, Eastern Management Services Ltd. (Representative of MoneyGram
International in Bangladesh) will use Citycells high speed wireless internet service Zoom. This
CDMA2000 1X technology based service will provide high speed connectivity to the bank agents
of Bangladesh in order to ensure secure remittance transfer even in the remote areas of the
country.

Citycell, in association with Channel i is going to organize Citycell - Channel i Music

Awards for the 4th time in the country. The aim of this event is to honor the singers and
artistes of the countrys music world. A press co3nference was held in the city on August
31, 2008 in this regard.

Growth:
Campaign Modality:

Free talktime will be injected to all PIB status numbers of CITYCELL ONE (churn package).

Subscriber will receive talktime worth BDT 20 upon reactivation. The remaining talktime
worth BDT 80 will be split into next four months, which the subscribers will receive on the 1 st
day of the month for four consecutive months

There will be no additional validity for the talktime, customer has to be in ACTIVE status to
use the free talk time.

Objective:

To compensate the high churn rate.

To identify and follow-up the sub-base those who avails the offer and follow up their
behavior which will provide significant information to profile the customers.

Boost up the net addition by increasing daily churn re-activation rate.

Marcom Budget:

BDT 750000

Target:
665 re-activation per day; additional 185 reactivation with the current rate of 480 per day.
Campaign period:

21th February 31st March 2009.