+

A New Dimension
in Creativity

PROSPECT OF DIGITAL MARKETING IN THE CREATIVE AGENCY INDUSTRY IN DHAKA

Submitted to
Khaled Mahmud
Assistant Professor
Course Instructor: Brand Management (M406)

Submitted by
Group 2, Section B
Ahamed Najeeb Rahman

ZR74

Zeeshan Ahmed

ZR82

M. Samiul Haque

ZR84

Hikmat Kabir

ZR99

Institute of Business Administration

University of Dhaka, Dhaka
May 15, 2015
i

May 15, 2015

Khaled Mahmud
Assistant Professor
Institute of Business Administration
University of Dhaka

Dear Sir,
Subject: Submission of term paper titled Prospect of Digital Marketing in the Creative Agency
Industry in Dhaka
We are pleased to submit to you this paper on the Beatnik Designs. We have chosen to work on the
creative agency scene in the Bangladeshi market. We have looked into the current standing of the firm
and accordingly suggested ways to achieve a market leader position. We have also looked into the
existing leader practices in this particular industry and then compared them to determine deficiencies,
lacking, and opportunities. Throughout the whole process, we have tried our best to adhere to your
high standards and have tailored our report to your specifications.
Therefore, we request you to accept this paper. We believe that you will find it in order. We are
eagerly expecting your feedback.

Sincerely,
Ahamed Najeeb Rahman - ZR 74

Zeeshan Ahmed - ZR 82

M. Samiul Haque - Roll 84

Hikmat Kabir - ZR 99

Section B, BBA 20th Batch

Institute of Business Administration
University of Dhaka

ii

EXECUTIVE SUMMARY
Creative Agencies are a major part of the corporate world where they act as implementers and
creators of the ideas that managers think of. Acting as a bridge between the organizations and their
consumers, creative agencies connect both parties through different creative mediums. The messages
that managers want to convey is designed and implemented by creative agencies to the consumers.
Digital Marketing is a segment of the creative agency industry. With a focus on the online marketing
tools, digital marketing is what Beatnik Design is all about. Started off in August 2013, four partners
made it their objective to provide high quality digital marketing solutions backed by comprehensive
business knowledge. Currently Beatnik Designs provide services based on graphics content, experience
design, and digital marketing. Beatnik in the last 21 months have created a significant satisfied client
base. For Beatnik Designs to reach the top of the industry, it must look towards the top 3 firms currently
operating in the market, as well as its competition counterparts who too have the potential to reach the
top. The objective is to take Beatnik Designs to the level of top firms like Analyzen, Magnito Digital,
and Strategeek, who through first movers advantage, heavy capital investment, and brand leverage
have captured significant market share. At the same time Beatnik has to compete to beat counterpart
firms like Cookiejar, Boomerang, and Bagher Baccha.
Beatnik Designs performs its marketing activities through Facebook and its own website and
consumer perception towards the firm is extremely positive. However what must be taken into account
is that the market is still not aware of the brands existence and the trickling of its image isnt working
out. By implementing the Content Funneling model and working towards adjacency growth, Beatnik
Designs will be able to (1) increase brand awareness in the market and (2) enhance its already powerful
infrastructure to provide the clientele with a comprehensive creative agency solution. The two strategies
in combination would ensure more market share and boost Beatnik Designs to the top of the industry.

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TABLE OF CONTENTS
1.0 Introduction...............................................................................................................................................1
2.0 Industry Background.................................................................................................................................3
3.0 Beatnik Designs ........................................................................................................................................6
3.1 History ..................................................................................................................................................6
3.2 Organizational Structure .......................................................................................................................6
3.3 Products And Services ..........................................................................................................................7
3.4 Beatniks Point Of Parity ......................................................................................................................7
3.5 Client Base............................................................................................................................................8
4.0 Competitor Analysis .................................................................................................................................9
4.1 Competitors ..........................................................................................................................................9
4.2 Top 3 Firms ..........................................................................................................................................9
4.3 Upcoming Firms .................................................................................................................................10
5.0 Branding Activity Analysis.....................................................................................................................11
5.1 Marketing Activities ...........................................................................................................................11
5.2 Consumer Perception ..........................................................................................................................12
5.3 Gap Analysis.......................................................................................................................................12
6.0 Proposed Strategy ...................................................................................................................................13
6.1 Adjacency Growth ..............................................................................................................................13
6.2 Self-Promotion....................................................................................................................................14
6.3 Open Pitch Participation .....................................................................................................................14
6.4 Client Testimonial ..............................................................................................................................15
6.5 Case Studies........................................................................................................................................15
6.6 Blogging .............................................................................................................................................15
6.7 White Papers .......................................................................................................................................16
7.0 Conclusion ..............................................................................................................................................16
Appendix......................................................................................................................................................... i

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1.0 INTRODUCTION
1.1 Origin of the Report
This report was assigned to us as a part of the group assignment in the Brand Management course by
our instructor Khaled Mahmud. The topic of the report was chosen after receiving approval from our
instructor. An extensive set of instruction was also provided as guidelines for the report, which we have
followed thoroughly.

1.2 Objectives
1.2.1 Broad Objectives
To find out the current practices of market leaders
To find out the challenges and prospects of Beatnik designs
To propose strategies for Beatnik to become a leading player in the market.

1.2.2 Specific Objectives

Analyze the current players in the creative agency/digital marketing industry of Bangladesh.
To find out about the performance of the current players.
Analyze and compare the market leaders and Beatnik.
To examine and understand the lacking, challenges, and obstacles in Beatnik.
To analyze the feasibility of becoming market leaders in a given time frame.
To analyze the infrastructure of the company to house such changes.
To suggest marketing strategies to become market leader

1.3 Scope
Due to the lack of previous research and literature regarding the subject at hand, especially of the local
context the scope of this report is taken into consideration as below:
The report will take into agencies such as Analyzen, Magnito Digital and any other agency of
that scale.
Using the models of these companies the success of Beatnik Designs will be projected.

1.4 Methodology
We have managed to collect our data from both primary and secondary sources.

1.4.1 Primary Source of Data

Interviews with employees and managers of digital marketing firms will provide with information and
insight regarding the companies. If required, customer perception can be obtained through these
interviews. As we may not get access to every company mentioned, we will choose companies to
interview based on convenience of both parties. All contacted personnel information and sample survey
are attached in the appendix.

1.4.2 Secondary Source of Data

The secondary sources of information are mainly from the websites of the mentioned companies and
any related articles. Any information taken from secondary sources have been properly cited and the
references have been listed in the appendix.

1.5 Rationale
Agencies in Bangladesh, especially the digital agencies, are currently witnessing a tremendous
momentum as a result of growing demand for digital marketing. Beatnik is a young and upcoming
company in this field.

1.6 Limitations
There were certain limitations that were met during the making of this report and on the methodology
used. They are given below:
Time: the time required to prepare a professional study on the industry is far greater than the
time that has been allocated for the coursework.
Access: access to different digital marketing firm executive managers whose input would be
very helpful for the report were unavailable due to the busy schedules of the managers and
company policies.
Resources: Limited resources such as man-power and budget will restrict us from covering an
appropriate market size.
Lack of Prior Research: lack of secondary data restricted us from building on prior work. As
the report is researching on an unknown territory, many aspects of the industry may be missed
out.

2.0 Industry Background

2.1 What is a Creative Agency?
Creative agencies are responsible for making you stretch for one product over another, theyre
the reason you stay on a website longer than the average 3 seconds. They help you remember businesses,
and give you that little nudge to do and engage with them. Their job is to turn you into a loyal customer.
(Collins, n.d.)
Creative Agencies like any other companies are fundamentally based on four core factors;
services, employees, business model, and values (Pullen, 2013). These differences in factors is how
each firm differentiates themselves from the others. In the industry of creative agencies, many forms of
the agencies exists due to differentiated business models or due to an objective of serving a particular
need of the market.

2.1.1 Types of Creative Agencies

The types of Creative Agencies are divided according to their focus of work; strategy, design,
technology, and advertising. (Pullen, 2013)
Full Service Digital Agency These agencies excel at executing on complex projects where
many disciplines are required. These are often the largest and most profitable organizations
within creative services. While they have all four service categories, it is often the advertising
component that leads the business and most projects serve larger campaigns or a marketing
goal.
Digital Agency These are agencies similar to full service agencies but most commonly they
do not offer full advertising services. This means that they focus on building platforms or
products over advertisements or microsites. These companies prefer to focus on building lasting
relationships with clients and help them create and execute a digital strategy for their business.
Digital agencies focuses on Strategy, Design, and Technology, and typically forgo advertising
services.
Design Agency These agencies focus on design and often work with external partners like ad
agencies, consultants, or engineers to fully deploy their work. They often offer both digital and
print design services as well as branding specializations and sometimes interior and product
design. As a result they focus on Design services and occasionally offer some strategy services.
Interactive Agency These agencies focus on building projects for the web. They often are
hired to create digital experiences that are a mixture of innovative technology, great design, and
multimedia content. Although they are sometimes hired to simply create a great website. They
work with ad agencies or consultants to deliver on a complex component of a campaign or a
large digital project. Often these organizations focus on Design and Technology over Strategy
and Advertising and have a great deal more production capability in the form of digital video
and motion design.
Engineering Agency These agencies focus on being technology experts. They offer
engineering services to companies of all sizes, partnering with in-house teams and other
agencies to build complex projects. They often work with many technologies and platforms and
solve some of the most complex technical challenges. Engineering agencies focus on
Technology services and often offer some Strategy services as they pertain to technology.
Advertising Agency These agencies focus purely on marketing and advertising services. They
prefer to work with specialist partners to build technology or complex design. They are PR
companies, social specialists and traditional ad agencies. While traditional ad agencies often
include many of the other services, they typically focus on Advertising and Strategy.

2.2 Creative Agency Industry around the World

Although a relatively new industry in Bangladesh, creative agencies have been around the world for the
very long time in different forms. The first acknowledged advertising agency was William Taylor in
1786, which was quickly followed by another agency started by James White in 1800. In 1812 George
Reynell set up another advertising agency in London, which stayed a family business till 1993 as
Reynell and Son, and is currently a part of TMP Worldwide agency under the brand TMP Reynell.
While several agencies were started throughout history, very few lives today.
In the current global scenario a few big names are highly prominent when it comes to creative agencies;
such as Ogilvy & Mather, and Leo Burnett. Below are the top 10 creative agencies in the world (Top
50 Agencies , n.d.):
1) Ogilvy & Mather
2) IDEO
3) JWT
4) Leo Burnett
5) Wieden + Kennedy
6) BBDO
7) Razorfish
8) McCann Erickson
9) Edelman
10) R/GA

2.3 Creative Agency Scenario in Bangladesh

It has been long that creative agencies have emerged in the local scenario of Bangladesh. The creative
agency industry arrived in Bangladesh in the form of advertising agencies. Firms like Grey and Bitopi
initiated the tidal shift of how advertising and promotion took place in Bangladesh. Slowly as MNCs
entered the market and local conglomerates realized the value of proper communication, the industry
saw new innovative entrants. Currently the industry has over 50 agencies, which come in all sizes and
include everything from one or two person shops, small to medium sized agencies, and multinational,
multi-agency conglomerates.

2.4 Players in the Industry

The players in this industry numbers to over 50 agencies (as of 2012), all working to obtain the same
share of the pie. While the number of agencies in the industry as a whole is considered here, for our
organization at hand the number of agencies is narrowed down to a few, which we discuss later on in
the competition segment below.

Being in 2015 however the scenario has changed a lot more than expected. Currently it is expected that
the industry consists of over a 100 agencies. The size of the Digital Marketing market alone is Taka 110
Crore, while it is expected by experts to be valued at Taka 452.54 Crore by 2017 (Desk, 2015).

2.5 Future of the Industry in Bangladesh

With the inflow of MNCs such as Coca Cola, Proctor & Gamble, and Japan Tobacco Company into
the emerging market of Bangladesh the demand for creative agencies is going to increase in the
following years. Further backed by the realized interest of local conglomerates in high quality
communications, the creative agencies are likely to have more than they can handle. However a major
shift that is already being experienced is the Digital Media shift. Organizations are quickly realizing the
power that the social media is potent of, and by capitalizing on this growing need of the market, Digital
Marketing firms are entering to obtain the large chunk of the pie before it becomes too competitive.

3.0 Beatnik Designs

3.1 History
Beatnik designs began its journey in August 2013 with 4 managing partners to whom the glare of the
corporate world never appealed much. From the strong urge to follow their passion about creative works
they decided to build this company which allowed them to put their talent and knowledge of running
and handling a business to use. They saw a huge opportunity to do great things in this evolving market.
Thus, this venture seemed to be the most viable option to them.

3.2 Organizational Structure

The whole structure of the organization is divided in four separate divisions: Accounts & Operations,
Sales & Business Development, Creative Unit, and IT Department. The first 3 divisions are run by three
Managing Partners and the IT Department has a separate head. The fourth Managing Partner is basically
a sleeping partner whose partnership is just limited to providing capital to the business but not running
it. Under the Managing Partners are the Project Managers whose main task is to supervise the whole
work done by subordinates and give them instructions. Under the chain of commands for Accounts
department there is an accountant; for Sales & Business Development there are Marketing Executives
and Content Managers; for Creative Unit there are Content managers and Graphic Designers; and finally
for the It Department there are App and Web Developers. In total there are 19 people working for
Beatnik Designs including the support staff.

3.3 Products and Services

Beatnik Designs provides specialized creative service in 3 key areas. In each of these areas they combine
their experience and expertise in designs, business communication and pure creativity to come up with
best solutions for their clients. The 3 key areas are as follows:
Designing & Content - This area includes all traditional graphic designs. Their team of graphic
designers, illustration artists make sure the designs are of top notch quality and conforms to the
latest standards in each platform. This area includes Beatniks services in audio-visuals and
visual effects.
o Graphic Design
o Video Content Design
o Presentation
o User interface
Experience design- This area includes their works on development on different platforms. They
provide development services for web, e-commerce websites, blog and magazine websites and
more. Beatnik provides professional data visualization and presentation designs for various
business purposes. Their creative designs and data visualization techniques help sort huge
information into smaller chunks.
o Web Development
o App Development
o Game/Character Development
o Interactive presentations
Digital Marketing This is the next big thing that all the brands are building on. Through
rigorous campaigns and management Beatnik offers one of a kind social media management
and digital marketing. Driven by audience engagement and great contents, their social media
management services ensure the goals are always met and successfully converted to customers.
Other avenues are analytics, banner ads etc.
o Social Media Management
o Online Ads Management
o Social Media Analytics
o Online Campaigns

3.4 Beatniks Point of Parity

Points of Parity:
Being a creative consultancy company the basic services Beatnik offers are also being offered by other
creative agencies. Giving ideas to help a brand grow, helping brands to connect to their audience, giving
creative solutions are few points of parity that Beatnik has

Points of Difference:
Its differentiation also lies in its creative efforts backed by business knowledge. Most of Beatniks
creative team come from the business background each having a very clear idea about what clients
want. When a design is backed by sound business purpose or a clear goal, it really becomes effective.
Currently Beatnik has the liberty to experiment a lot which is not always affordable for bigger firms
and bigger clients. So it can provide a lot of radical ideas to clients. It also has some of the best
combinations of design skills, creative ideas and marketing knowledge.

3.5 Client Base

Beatnik has a wide range of clients starting from the biggest tobacco company in Bangladesh named
British American Tobacco; multinationals such as Unilever, Nestle, Grameenphone and Marico; large
scale restaurants like Nandos; ad agencies like Cookie Jar; and other renowned companies such as
BRAC university, MGH Group, BRAC IT (biTS), IPDC, Georges Caf, etc.

For brands like Georges Caf, IPDC Bangladesh, Sohana, Nandos etc. they handle the digital
marketing and social media side of things. And for the other aforementioned brands, they offer services
ranging from building websites to preparing presentations.

4.0 Competitor Analysis

4.1 Competitors
The competition of Beatnik Designs is limited to the Digital Marketing segment of the creative agency
industry. Being a new addition to the market, Beatnik has a lot of ground to cover which have already
been completed by other veteran firms. While looking towards bigger organizations to topple in order
to reach to the top, Beatnik also has to lookout similar counterparts in the industry who could easily
snatch away market share if not wary.
The competitors have been segmented into two lists. The first segment will look into organizations who
have been present in the market for some time and are considered to be veterans in the eyes of clients.
These firms have already proven to clients of how they can provide the right quality and fulfill demands
properly.
The second list looks into organizations that Beatnik considers to be at par with. These organizations
are new to the industry like Beatnik and are fighting to climb the ladder for the top shelf in the industry.
This segment of firms have yet to prove to the market of that they can keep the promises they make to
the clients.

4.2 Top 3 Firms

1. Analyzen
Analyzen was founded in 2008 by two young entrepreneurs Sumit Saha and Ridwan Hafiz.
Although starting out as a mobile and web application Development Company, the company quickly
grew into the digital marketing scenario. Considered to be the first ever Digital Marketing agency in
Bangladesh, Analyzen has the largest market share in the segment, with the biggest clientele.
Capitalizing on its first movers advantage in the digital marketing arena, Analyzen also backed up its
promises with high quality services.
Analyzen is considered to be the top digital marketing agency in Bangladesh by all the other
industry peers and the clients. With a clientele base consisting of names like Samsung, Unilever,
Standard Chartered Bank, Dell, Reckitt Benckiser, British American Tobacco, Pran, Berger paints,
Banglalink and many more, the firm is seen as unbeatable at the moment. Analyzens main strength is
its long relationship with clients and presence in the market.
2. Strategeek
Previously a concern of Maverick Studios, Strategeek is currently an independent SBU working with
to fulfill the needs of digital marketing in Bangladesh. The third startup by the team behind Maverick
Studios, Strategeek became and independent firm in 2014. Already carrying the promise of quality from
its previous parent firm, Strategeek came out to the market with great hope and focus.
Strategeek provides primarily services like digital strategy and digital planning. Along with those the
firm also provides services like social media customer service, social listening and online advertising
services. Other than these the firm also help its sister concerns to provide supplementary services to
clients. Strategeek believes that its providing services which are technologically advanced than the
market itself. With providing technology based digital services, Strategeek within a year boosted its
way to the top of the market. The firm has already won awards for its creativity in the Robi Human Flag
Campaign. The team behind Strategeek focuses more on a pragmatic digital marketing rather than being
advertisement based, which sets them apart from all the other competitors.

3. Magnito Digital
The third of the top 3 in the digital marketing segment, Magnito Digital is growing quicker than any
other firm out there. With heavy capital, Riyad Husain came into the market in 2013 to have an
aggressive stance when it came to market capture. The aggressive business strategy with a close tie with
GrameenPhone paid off for the firm. Within two years, the digital marketing agency is one of the top
shots of the industry, and their work is well appreciated by clients.
With social campaigns, partnerships with StartUp Dhaka and TedX Dhaka, and using the social media,
Magnito Digital made sure that the industry was aware about its existence. Although much isnt known
about the inside mechanisms of the organization, Magnito Digitals pride campaign is the A2I campaign
for the Government of Bangladesh.

4.3 Upcoming Firms

The following upcoming firms are considered from the perspective of the industry insider.
1. Cookiejar
Starting off in 2014, Cookie Jar has made quite an impression on the digital marketing industry.
Although still a startup the company boosts clientele like LG, Reckitt Benckiser, Pepsi Co, and
Microsoft. The firm is growing quickly and is currently at par with Beatnik Designs.
2. Boomerang
Started by Kazi Monirul Kabir, Boomerang too is a recent startup in the digital marketing industry.
Unlike other firms in the segment, Boomerang targets primarily local conglomerates and the public
sector. With successful campaigns under its belt, Boomerang is one of the three to watch-out for firms
in the industry.
3. Adcomms Bagher Baccha
A new addition to the industry by Adcomm, an advertising agency, Bagher Baccha is the digital
marketing wing of the firm. Starting off in mid-2014, the firm seeks to capture a large portion of the
market by leveraging its parents companys brand status. Little is known about the firm, but industry
insiders believe that the firm is one of the potential future stars in the market.

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5.0 Branding Activity Analysis

5.1 Marketing Activities
A standard in the industry regarding marketing activities of Digital Marketing Firms revolves around
the Social Media websites such as Facebook, Twitter and Instagram. Beatnik Designs, or its competitors
are no exception to this rule.
For Beatnik Designs, their marketing activities include their Facebook Page, and posts on their page.
Their posts mainly involve current affairs, such as Bangladesh Cricket Teams win or other sport related
issues, the more recent Nepal tragedy, or simply regarding festival or national events. They also share
and promote offers of their numerous clients, to both showcase their client list as well as create more
awareness for the clients. Finally, their Facebook posts include Job Openings, for designers, motion
artists, to the newly added Full-time internship. Posts regarding job offerings and client promotions are
usually boosted via Facebook Ads, to ensure a larger reach, as opposed to the unsponsored organic
reach.

Other than their Facebook page, Beatnik Designs utilize their website to showcase their recent projects
and work, as well as promote what they do. They feature a list of their clients, ensuring a high exposure
rate to visitors. Much like their Facebook page, they post job offerings on their website as well, albeit
in a separate section.

Although the Facebook page and website of Beatnik Designs is very active and act as a major portal to
attract new customers and to interact with the existing, a large portion of Beatnik Designs marketing
activity involves word-of-mouth marketing. As said by multiple sources, word-of-mouth is one of the
key factors behind attracting new customers. A good review from a client, or existing employees, all
add up to Beatnik Designs awareness.
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5.2 Consumer Perception

The consumer perception regarding Beatnik Designs is almost entirely positive. From their clients, there
has not been any overall negative feedbacks, and the company has been successful in retaining all of
their clients from the get-go.
Consumers (clients) speak greatly of the unparalleled quality of Beatnik Designs work, and their
professionalism in dealing with any of the task at hand. Some consider Beatnik Designs to be a
powerhouse of a firm. Even though relatively small, the company puts out products that are comparable
to much larger companies.

5.3 Gap Analysis

Even with a comparably lower amount of marketing activities, Beatnik Designs has gotten itself a large
client base, one who they have retained quite well, and one that has a highly positive perception
regarding the company.
The gap that is yet to be filled in is the fact that even with such positive consumer perception, Beatnik
Designs has a significantly smaller client base, as compared to the market leaders. Which means that
although they have a good work quality perception amongst their own consumers, the market is still
unaware of it. Market leaders including Analyzen and Magnito have significantly higher visitors, and
with that, reach, in their respective Facebook pages, they both promote their accomplishments of awards
or honorable mentions on their page. Both the companies boast their staff and team, something that
Beatnik Designs does not do. This may seem insignificant, but in doing this, the companies can appeal
to a more human side of the potential consumers. By showing their team as their family, they give off
a warmer welcome.
An advantage that Magnito Digital has over both Analyzen and Beatnik Designs, is their client base
includes the Bangladesh Government, namely the Access to Information (a2i) sector, as well as the
Prime Ministers office. Having such a client automatically boosts awareness of the company. Similarly,
association with big names such as Samsung, Unilever, Standard Chartered and Grameenphone of both
Magnito and Analyzen have contributed to the awareness of both the brands. A better, stronger client
base adds to a firms brand awareness, which further adds to attracting new consumers. This also serves
as an assurance of good quality work by the brand.
Beatnik Designs has a good reputation amongst its own clients, but it is not too popular in the market.
To fix this issue, Beatnik Designs needs to develop a better brand awareness, which is possible through
getting bigger companies as clients, to add to the credibility of Beatnik Designs.

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6.0 Proposed Strategy

In order to shorten the gap between the marketing activities and the consumers, we propose to
implement the Content Funneling Model (Appendix 3), to create brand awareness, and adjacency
growth to enhance the organization infrastructure.

6.1 Adjacency Growth

Rationale:
One of the things that separate Beatnik from the top 3 agencies is that it is relatively small in size and
scope compared to them. It must be remembered that both Magnito and Strategeek came into the market
with a lot of capital thus allowing them to snare a lot of projects while Analyzen had plenty of time to
build itself into the big company that it is today. Employee base is one aspect of the size issue. It has to
be noted that the top 3 have around a hundred plus employee base compared to Beatniks 17. Thus, it
can be said with absolute necessity that Beatnik has to grow in size and scope in order to make a bigger
dent in the market. As stated by Beatnik themselves, they need to make significant investments which
includes raising up their small but competent employee base. This would in turn help them to tackle
more projects and keep up with the big three. Moreover, higher investments would allow Beatnik to
fiddle with more resources and make their portfolios more diverse which could attract more customers.
Clients prefer a more complete solution rather than dividing up different parts of their works to different
companies which makes thing a hassle. Fortunately for Strategeek, Magnito and Analyzen they are able
to fulfil the clients wishes due to their size and capacity. Beatnik needs to expand in order to fully
satisfy the clients needs.

Downside:
Expansion seems to be an easy solution on paper but in reality its a much dark and grim prospect. For
instance, lets have a look at the employee case. Beatniks small workforce can be termed as talented
and efficient. Replicating the competencies of this workforce in a much larger scale is a very daunting
task. Also in order to expand Beatnik requires funds which it does not have much of within its coffers.
It may have to look forward to taking up loans from banks which is a pretty risky venture.

Pricing:
The total cost of an expansion that would make Beatnik as big a company as the top three firms would
take around Tk. 5,400,840. This cost is assumed to be incurred on a yearly basis and it has to be taken
into account that most of these costs are an estimation which may change with subject to further changes
in Beatniks situation. If this were to be thought of as a five year expansion plan, the breakdown of the
cost would be as follows:
Estimated cost of recruiting new talent: Tk. 1,620,000 (one time overhead excluding monthly
salary. It is assumed Beatnik will employ around forty people full time for their expansion
plans.)
Cost of licensing software Tk. 540,840 (yearly)
o Bitrix24 Tk. 192,000
o Dropbox Tk. 163,000
o Wave Accounting Tk. 181,840
o Copy Tk. 4000
Cost of Developing projects (considering the fact that Beatnik will be contracted throughout
the year): Tk. 1,800,000 (yearly)
Acquisition of new equipment: Tk. 350,000 (Included in the one-time recruitment cost)
New Office Space: Tk. 1,440,000 (yearly)
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6.2 Self-Promotion
Rationale:
A popular marketing adage says that one must know how to promote himself/herself in order to better
sell his/her product. Sadly, Beatnik has not utilized this advice really well. When looking at their
competitors, it can be observed that they aggressively pursue self-promotion. For instance, articles about
Magnito Digital regularly pop-up in SD-Asia detailing their achievements and how great their work
environment is. Analyzen and Strategeek are not far behind in this regard with the companies regularly
displaying their works and achievements in various news outlets in the social media. Beatnik has done
some really amazing projects but unfortunately the evidence of this can only be found in their Facebook
page and their website. Beatnik has to be more forthcoming with their work in order to establish a strong
presence within the digital marketplace. They should host events showcasing their works or participate
in national and international marketing award ceremonies in order to get recognition for their work.
Partnering up with a news out would also boost Beatniks chances of gaining more recognition.

Downside:
Weak logic would dictate that one should let ones own dictate himself/herself rather than boasting
about it to the masses.
Looking at the success that the top have had with their own self-promotional activities, it could be said
there is little or repercussion to face when Beatnik takes this initiative.

Pricing:
There is almost no cost for promoting oneself in their own website or getting featured in online news
portals. It all really depends upon networking. Beatnik already had have some few favorable articles
published about themselves and they need to keep up this work in order to see the fruits of this venture.

6.3 Open Pitch Participation

Rationale:
Although already taken as an initiative by Beatnik Designs, it is believed that the firm could participate
in more open pitch participation in the market. The sole purpose of this aggressive participation isnt to
win those pitches only, but also to leave a positive impression on the minds of clients whose pitch the
firm didnt win. With a positive impression, those wont only call Beatnik for future project pitches but
refer the firm to other organizations with the same Creative Agency needs. Moreover, the small and
focused size of Beatnik puts it at an advantage when compared to the big three. They can show off their
uniqueness in these pitches and offer a different and creative solution which could win the approval of
prospective clients. However, it should be noted that Beatniks uniqueness might dissipate once it starts
to grow in size but that is a matter for a different time.

Downside:
There is not much of a downside to this initiative unless Beatnik perform poorly or hurt the sentiments
of the clients with their presentations which in turn would result in a bad name for Beatnik within the
market.

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Pricing:
The pricing for this process is more or less negligible since the work would most entail sending a lot of
emails and preparing presentations for prospective clients. Some minor cost may arise if Beatnik decides
to send out its work portfolios say in the form of a leaflet in order to secure pitches with clients.

6.4 Client Testimonial

Rationale:
Digital marketing is a relatively new field within the Bangladeshi market and clients are usually wary
when they seek out the services of creative agencies within this field. For them, it like stepping into a
void with no certain sense of where or how to go. A client testimonial or referral would greatly ease the
fear of companies willing to dabble in digital marketing. Referrals and client testimonials are good
indicators regarding work ethic and the reliability of the firm. Beatnik with its list of client, should make
the effort to share client testimonials on its websites and Facebook page. A small video showing the
clients themselves approving the firms work could be made to validate the testimonials.

Downside:
None so severe that would hurt Beatniks prospects.

Pricing:
Negligible pricing over here as well.

6.5 Case Studies

Rationale:
At times clients are hesitant to discuss their lack of knowledge in the Digital Marketing industry. This
hesitation causes clients to either step away from the digital marketing segment or create expectations
that the firm cant deliver. Case studies on a few clients where Beatnik has operated heavily would
enable the client to understand the capability of Beatnik in a measureable manner. The client
furthermore would not be in a stage of asymmetric information and be encouraged to step into the digital
marketing world and move ahead with Beatnik.

Downside:
None to be noted here as well.

Pricing:
Nothing significant for Beatnik.

6.6 Blogging
Rationale:
The digital marketing industry in Bangladesh is currently in a phase of evolution. It is important that
Beatnik Designs pay a crucial role in this evolution by blogging their ideas and perceptions regarding
digital marketing. Furthermore this blog can be the platform for the firm to share insights of researches
they have done or international research in a Bangladesh context.

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The blog would allow clients and digital marketing enthusiast not only to be aware of Beatnik Designs
but also relate to their work and perception.

Downside:
The blog could easily die due to decrease in traffic or insightful content.

Pricing:
None to be noted here.

6.7 White Papers

Rationale:
Clients at times are not aware of the exact process of Digital Marketing. By sending white papers to
key clients, Beatnik Designs can reduce the lack of knowledge towards digital marketing.

Downside:
White papers can be easily ignored if wanted.

Pricing:
Nothing significant for Beatnik Designs.

7.0 Conclusion
Beatnik Designs is small yet powerful digital marketing firm which can leave a mark in the creative
agency industry in due time. As we have seen from our interviews with different managers, while
Beatnik has been able to fulfill the expectations of its own clients, the market is yet to be aware of the
brand itself. This gap can be easily conquered by the Content Funnel strategy that we have proposed
for Beatnik Designs. Implementation of the proposed sub-strategies will allow the firm to increase brand
awareness in the creative agency market. With the proper resources and strategy implementation,
Beatnik can become one of the top 3 firms in its industry in Bangladesh.

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Appendix

Appendix 1: Works Cited

Works Cited
(n.d.). Retrieved from Top 50 Agencies : http://www.top50adagencies.com/
Collins,

T. (n.d.). What is a Creative Agency. Retrieved from Rubber

http://www.rubbercheese.com/rc/blog/comments/what-is-a-creative-agency

Cheese:

Desk, S. A. (2015, May 9). Retrieved from SD Asia : http://sdasia.co/2015/05/09/bangladeshs-entryinto-the-digital-vortex-part3/?utm_content=buffer2aba4&utm_medium=social&utm_source=facebook.com&utm_campa

ign=buffer
Pullen, B. (2013, May 3). Defininf Creative Agencies . Retrieved from Playground Inc. :
http://playgroundinc.com/blog/defining-creative-agencies/

Appendix 2: People Contacted

1. Walid Khan, Founder and Partner, Beatnik Designs.
2. Mashfique Khaled, Analyzen.

Appendix 3: Content Funnel Model

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