Executive Summary

Integrated marketing communication (IMC) is an approach to brand communications

where the different modes work together to create a seamless experience for the customer
and are presented with a similar tone and style that reinforces the brands core message.
Its goal is to make all aspects of marketing communication such as advertising, sales
promotion, public relations, direct marketing, personal selling, online communications
and social media work together as a unified force, rather than permitting each to work in
isolation, which in turn maximizes their cost effectiveness. bKash Limited (a subsidiary
of BRAC Bank) is a joint venture between BRAC Bank Limited, Bangladesh, and Money
in Motion LLC, USA. The ultimate objective of bKash is to ensure access to a broader
range of financial services for the people of Bangladesh. It has a special focus to serve the
low income masses of the country to achieve broader financial inclusion by providing
services that are convenient, affordable and reliable. bKash a company powered by
BRAC bank Ltd in Bangladesh is practicing IMC Roles for increasing its Services
rapidly. bKash practicing role of IMC by the Foundation ,Brand Focus ,Consumer
Experience , Communications Tools ,Promotional & Integration Tools. In this Term paper
I have tried to discuss the role of IMC that increasing level of service of the organization
named bKash.

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Chapter 1

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1.1 What is Marketing?
Marketing is an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing customer

relationships in ways that benefit the organization.

Marketing is the process of communicating the value of a product or service to customers.

It is a critical business function for attracting customers. From a societal point of view,

marketing is the link between a societys material requirements and its economic patterns

of response. Marketing satisfies these needs and wants through exchange processes and

building long term relationships. The process of communicating the value of a product or

service through positioning to customers. Marketing can be looked at as an organizational

function and a set of processes for creating, delivering and communicating value to

customers, and managing customer relationships in ways that benefit the organization and

its shareholders. Marketing is the science of choosing target markets through market

analysis and market segmentation, as well as understanding consumer buying behavior

and providing superior customer value.

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1.2 Coordinated Marketing Mix Elements Build Image

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1.3 Traditional Approach to Marketing Communications

1.4 Contemporary IMC Approach

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1.5 Defining IMC
Integrated marketing communications (IMC) is a process for managing customer
relationships that drive brand value primarily through communication efforts. Such efforts
often include cross-functional processes that create and nourish profitable relationships
with customers and other stakeholders by strategically controlling or influencing all
messages sent to these groups and encouraging data-driven, purposeful dialog with them.
IMC includes the coordination and integration of all marketing communication tools,
avenues, and sources within a company into a seamless program in order to maximize the
impact on end users at a minimal cost. This integration affects all firms business-to-
business, marketing channel, customer-focused, and internally directed communications.
Integrated Marketing Communications is a simple concept. It ensures that all forms of
communications and messages are carefully linked together.

Importance of IMC

1. It can create competitive advantage, boost sales and profits, while saving money,
time and stress.
2. IMC wraps communications around customers and helps them move through the
various stages of the buying process. The organisation simultaneously
consolidates its image, develops a dialogue and nurtures its relationship with
customers.

3. This 'Relationship Marketing' cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a
customer for life is a powerful competitive advantage.

4. IMC also increases profits through increased effectiveness.

5. Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help
them move comfortably through the stages of their buying process.

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 6. Finally, IMC saves money as it eliminates duplication in areas such as graphics
and photography since they can be shared and used in say, advertising, exhibitions
and sales literature.

Goal: The goal of IMC is to generate short-term financial returns and build long-term
brand value.

1.5.1 A Contemporary Perspective of IMC

1.5.2 Reasons for the Growing Importance of IMC

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1.5.3 IMC and Branding

Brand Identity is a combination of factors: Name, logo, symbols, design, packaging,

product or service performance, and image or associations in the consumers mind.

Brand identity stems from an organization, i.e., an organization are responsible for
creating a distinguished product with unique characteristics. It is how an organization
seeks to identify itself. It represents how an organization wants to be perceived in the
market. An organization communicates its identity to the consumers through its branding
and marketing strategies. A brand is unique due to its identity. Brand identity includes
following elements - Brand vision, brand culture, positioning, personality, relationships,
and presentations.

IMC plays a major role in the process of developing and sustaining brand identity and
equity.

1.5.4 Basic Elements of the Promotional Mix

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1.5.5 Classification of Advertising

Advertising is a form of communication used to encourage or persuade an audience

(viewers, readers or listeners) to continue or take some new action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial offering,
although political and ideological advertising is also common.

Types of advertising

Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
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shopping carts, skywriting, bus stop benches, human billboards, magazines, newspapers,
town criers, sides of buses, banners attached to or sides of airplanes, in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, elastic
bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles, the opening section of streaming audio and video, posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very broad
readership base, such as a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on very specialized topics. A
form of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product or
service. Another form of press advertising is the Display Ad, which is a larger ad (can
include art) that typically run in an article section of a newspaper.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements
are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a
receiving device. Airtime is purchased from a station or network in exchange for airing
the commercials. While radio has the limitation of being restricted to sound, proponents
of radio advertising often cite this as an advantage. Radio is an expanding medium that
can be found not only on air, but also online.

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising

format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The majority of television commercials features a song or
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jingle that listeners soon relate to the product. Virtual advertisements may be inserted into
regular television programming through computer graphics.

Billboard advertising

Billboards are large structures located in public places which display advertisement to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products
or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise specific or general
products. The use of celebrities to endorse a brand can have its downsides, however.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Online ads
are delivered by an ad server. Examples of online advertising include contextual ads that
appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social
network advertising etc.

1.6 Direct Marketing is a part of IMC

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1.7 Using the Internet as an IMC Tool

1.8 Sales Promotion Tools

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1.9 Various Uses of Sales Promotion

1.10 Publicity Vehicles

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1.11 Public Relations Tools

1.12 IMC Audience Contact Tools

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1.13 The Marketing Plan

1.14 Integrated Marketing Communications Planning Model

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 Chapter 2
Role of IMC for increasing
Its Service:
A case study
Of
bKash

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2.1 Company Profile of bkash

bKash Limited (a subsidiary of BRAC Bank) is a joint venture between BRAC Bank
Limited, Bangladesh, and Money in Motion LLC, USA. The ultimate objective of bKash
is to ensure access to a broader range of financial services for the people of Bangladesh. It
has a special focus to serve the low income masses of the country to achieve broader
financial inclusion by providing services that are convenient, affordable and reliable.More
than 70% of the population of Bangladesh lives in rural areas where access to formal
financial services is difficult. Yet these are the people who are in most need of such
services, either for receiving funds from loved ones in distant locations, or to access
financial tools to improve their economic condition. Less than 15% of Bangladeshis are
connected to the formal banking system whereas over 50% has mobile phones. These
phones are not merely devices for talking, but can be used for more useful and
sophisticated processing tasks. bKash was conceived primarily to utilize these mobile
devices and the omnipresent telecom networks to extend financial services in a secure
manner to the under-served remote population of Bangladesh.

2.1.1 Mission

By providing financial services that are convenient, affordable and reliable, bKash aims
to widen the net of financial inclusion. bKash wants to provide a solution for mobile
financial services, built on a highly scalable mobile money platform, allowing people of
Bangladesh to safely send and receive money via mobile devices.

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2.1.2 Benefits

Fast

bKash is dedicated to widening the net of financial inclusion among the people of
Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile
financial services allowing customers to send, receive, and pay money from their mobile
phones. Send and receive money, or make payments the fastest way there is! bKash
enables you to send money to anyone, using an advanced technology available on your
own mobile phone. The recipient will receive money instantly, no matter where s/he is.
Payments through bKash also makes your life easier as you do not have to go back home
or anywhere else for bringing cash when you need to buy something if you are out of
cash. Even if you don't have the required amount in your bKash Account, someone else
can easily send you the amount in times of need.

Affordable

bKash is dedicated to widening the net of financial inclusion among the people of
Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile
financial services allowing customers to send, receive, and pay money from their mobile
phones. Send or receive money with minimal effort and cost. bKash provides the highest
benefit to its customers at an affordable cost, enabling everyone to access the formal
financial system of the economy. bKash is for everyone, and we do not distinguish among
our customers.

Secure

bKash is dedicated to widening the net of financial inclusion among the people of
Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile
financial services allowing customers to send, receive, and pay money from their mobile
phones. Money in your bKash Account won't be lost even if you lose your mobile phone.
Every transaction is protected by your very own PIN and what's more, state-of-the-art
technology provided by VISA ensures your money is always safe and secure in our
system. bKash is a BRAC Bank subsidiary fully authorized by Bangladesh Bank to
provide mobile financial services throughout the country.
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Convenient

bKash is dedicated to widening the net of financial inclusion among the people of
Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile
financial services allowing customers to send, receive, and pay money from their mobile
phones. Easy, no queues, no waiting, bKash is the most convenient way of transferring
money anytime, anywhere. You can now send money instantly staying at home just by
pressing a few buttons on your mobile phone. Sending money has never been this easy!

Nationwide

bKash is dedicated to widening the net of financial inclusion among the people of
Bangladesh by facilitating money transfer through mobile phones. bKash provides mobile
financial services allowing customers to send, receive, and pay money from their mobile
phones. No matter where you are in Bangladesh, bKash is always with you. The service is
supported by the mobile networks of all leading tacos, and over 40,000 Agents, all of
which assures availability of bKash services even in the remotest areas of Bangladesh.

2.1.3 Partners of bKash

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2.2 Products & Services
Cash In
To deposit money into your bKash Account, follow the steps below

1. Go to any bKash Agent

2. Let the agent know the amount you want to Cash In

3. Write down your bKash Account Number and the Cash In amount in Agent
Register

4. Pay the amount of money you want to Cash In

5. In exchange, the agent will send balance to your bKash Account. Cash In done!

You and the Agent both will get confirmation message from bKash. Remember to put
your signature in the Agent Register before leaving the counter.

Cash Out From Agent

If you have sufficient balance in your bKash Account, you can withdraw cash anytime
from any bKash Agent. To Cash Out from your bKash Account-

1. Go to any bKash Agent

2. Let the agent know the amount you want to Cash Out

3. Write down your bKash Account Number and the amount in Agent Register

4. Dial *247# on your mobile for bKash Mobile Menu

5. Choose Cash Out

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 6. Choose From Agent

7. Enter Agents bKash Account Number (ask the agent)

8. Enter the amount

9. Enter your bKash Mobile Menu PIN

Done! You and the Agent both will receive confirmation message. Count the amount and
put your signature in Agent Register before leaving the counter.

Cash Out From ATM

You can withdraw cash anytime from any bKash enabled BRAC Bank ATM.

ATM Cash Out Service Activation - To avail bKash ATM Cash Out service, you need to
activate this feature from your bKash Mobile Menu. This is a onetime action. To activate
ATM Cash Out service, follow the steps below -

1. VGo to your bKash Mobile Menu by dialing *247#

2. Go to My bKash

3. Choose Activate ATM

4. Enter a 5 digit new PIN. This PIN will be your bKash ATM Cash Out PIN and
is better to be different than your Mobile Menu PIN

5. Enter the PIN again to confirm

You will receive a confirmation message stating that you have successfully activated
ATM Cash Out service.

Send Money
Send Money allows you to transfer money from your bKash Account to another bKash
Account. Follow the steps below -
1. Go to bKash Mobile Menu by dialing *247#
2. Choose Send Money
3. Enter the bKash Account Number you want to send money to
4. Enter the amount you want to send
5. Enter a reference about the transaction. (Do not use more than one word, avoid
6. space or special characters)
7. Now enter your bKash Mobile Menu PIN to confirm the transaction
Done! You and the Receiver both will receive confirmation message from bKash.

Payment
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You can make payment from your bKash Account to any Merchant who accepts
bKash Payment. For example, if you want to pay after shopping, use the following
steps-

1. Go to bKash Mobile Menu by dialing *247#

2. Choose Payment
3. Enter the Merchant bKash Account Number you want to pay to
4. Enter the amount you want to pay
5. Enter a reference* against your payment (you can mention the purpose of the
6. Transaction in one word. e.g. Bill)
7. Enter the counter number* (the salesperson at the counter will tell you the
number)
Now enter your bKash Mobile Menu PIN to confirm
8. Done! You will receive a confirmation message from bKash.
9. *If Reference or Counter No. or both are not applicable, you can skip them by
entering '0'.

International Remittance
bKash brings you the easiest and most convenient way of sending and receiving
International Remittance.

To send International Remittance from abroad to a bKash Account in Bangladesh:

Go to a participating Exchange House branch

Let the agent know that you want to send money to Bangladesh through bKash
Fill out the bKash related fields properly on the remittance request form available at the
Exchange House
The Exchange House agent will help you complete rest of the process

While sending remittance through bKash, please ensure that:

Recipients number is a bKash Account number and belongs to one of the operators who
is partnered with bKash (currently Robi, Grameenphone, Banglalink or Airtel i.e. 018,
017, 019 or 016).
The destination bKash Account number is entered as the 11 digit Bangladeshi mobile
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number starting with 018, 017, 019 or 016 e.g. 01XXXXXXXXX. The international
dialing and country code should not be included i.e. there is no +88.
Recipients bKash account number is correct.
The number has been written clearly & correctly in the correct field.
The BDT Value of sent remittance does not exceed bKash standard transaction limits.

Countries and Exchange Houses from which you can send Remittance to
Bangladesh:

UAE
- Al Rostamani International Exchange (ARIE)
- Al Ahalia Money Exchange Bureau
- Orient Exchange

UK
- BRAC Saajan Exchange

Note: To find your nearest exchange house branch, please click on the name of the
respective participating exchange house above.

To receive International Remittance on your bKash Account:

To receive International Remittance through bKash, first you need to have a bKash
Account. To open a bKash Account, go to your nearby bKash Agent along with 2 copies
of Passport size photographs, a copy of your Photo ID (National ID/Passport/Driving
License) and
your mobile phone (Robi/Grameenphone/Banglalink).
Communicate your bKash Account number to the sender. The sender will use this
number for terminating the remittance amount.
When the money reaches your bKash Account, you will receive a confirmation message
on your mobile phone.
No charge is applicable to receive International Remittance on your bKash Account.

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You have to pay bKash standard Cash Out Charge only when you need to withdraw
money from bKash Agent or BRAC Bank ATM.

Applicable Transaction Limits for sending/receiving International Remittance

through bKash:

Per Transaction
Transaction Type Maximum Transaction Amounts
Amounts

Minimum Maximum Per Day Per Month

International
Remittance
BDT 50 BDT 125,000 BDT 125,000 BDT 250,000

You may send larger amounts than the above limit by sending to multiple bKash
Accounts of the recipient or any other person of his/her family.

A bKash Customer can keep a maximum amount of Tk. 150,000 in his/her bKash
Account at any moment. For example, if s/he has Tk. 50,000 in his/her account, you can
send him/her a maximum amount of Tk. 100,000 in Bangladeshi currency at that specific
account.

Check Balance
You can check your bKash Account balance anytime you want from "Check Balance"
option. To check your current account balance

1. Go to bKash Mobile Menu by dialing *247#

2. Choose My bKash
3. Choose Check Balance
4. Enter your Mobile Menu PIN
You will see your current and available balance of your bKash Account.

Request Statement
You can see a Mini Statement with details of your latest transactions.

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01. Go to bKash Mobile Menu by dialing *247#
02. Choose My bKash
03. Choose Request Statement
04. Enter your Mobile Menu PIN
You will see the dates, types and amounts of your last 6 transactions.

Change Mobile Menu Pin

For ensuring the security of your bKash Account, it is recommended that you change your
bKash Mobile Menu PIN when you feel that it may have been compromised. Change
Mobile Menu PIN from "My bKash" gives you that option. Here is how you do it-
01. Go to bKash Mobile Menu by dialing *247#
02. Go to My bKash
03. Choose Change Mobile Menu PIN
04. Enter your Old PIN
05. Enter a new PIN to replace the old one
06. Enter the new PIN again to confirm
You will see a confirmation message of your PIN change status.

Activate ATM
To avail bKash ATM Cash Out service, you need to activate this feature from your bKash
Mobile Menu. This is a one time action. To activate ATM Cash Out service, follow the
steps below -
01. Go to your bKash Mobile Menu by dialing *247#
02. Go to My bKash
03. Choose Activate ATM
04. Enter a 5 digit new PIN. This PIN will be your bKash ATM Cash Out PIN and is
better to be different than your Mobile Menu PIN
05. Enter the PIN again to confirm
You will receive a confirmation message stating that you have successfully activated
ATM Cash Out service.

Change ATM PIN

For ensuring the security of your bKash ATM Cash Out PIN, it is recommended that you
change it when you feel that it may have been compromised. Change ATM PIN gives
you that option. Here is how you do it-
01. Go to bKash Mobile Menu by dialing *247#
02. Go to My bKash
03. Choose Change ATM PIN
04. Enter your Old PIN
05. Enter a 5 digit new PIN to replace the old one
06. Enter the new PIN again to confirm

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You will see a confirmation on your mobile that you have successfully changed your Old
PIN.

Tariff
2 % Charge applicable for 100 tk when sending money.

Limits

Transaction Limits

Maximum Number of
Amount Per Transaction Maximum Amount
Transactions
Transaction
Type
Per Per Day Per Month
Per Month Minimum (Tk) Maximum (Tk)
Day (Tk) (Tk)

Cash In 5 50 50 125,000 125,000 250,000

Send Money 20 70 10 10,000 10,000 25,000

Cash Out from

5 50 50 125,000 125,000
Agent
250,000
Cash Out from
5 50 2,000 20,000 50,000
ATM

Payment No Limit No Limit 1 No Limit No Limit No Limit

2.3 Different Business and Marketing News regarding bKash

bKash, Shwapno strike merchant deal

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Oxfam and bKash seal the deal to work together for humanitarian response

Salary disbursement through bKash for EngenderHealth volunteers

bKash is now available on airtel network

Congratulations to Wasfia Nazreen, on her successful expedition to Mount Vinson,

Antarctica

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International Remittance through bKash

North South University to accept Admission Fees through bKash

Center for Zakat Management and bKash joined hands

Dhaka University Alumni Association (DUAA) signs Agreement with bKash on the
occasion of its Diamond Jubilee Celebrations

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bKash Signed Agreement with The Prothom Alo

2.4 Different Business and Marketing News regarding bKash in media

Summary of the Roundtable Discussion on Mobile Financial Services (www.thedailystar.net)

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Mobile money: All together now (www.economist.com)

(www.kalerkantho.com)

The Growth of Mobile Financial Services in Bangladesh(www.cgap.org)

2.5 Different events involved by bKash

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bKash at e-ASiA 2011 (December 01, 2011 Dhaka, Bangladesh)

150th Birth Anniversary of Rabindranath Tagore: bKash celebrates with Shurer Dhara(December 29,
2011 Dhaka, Bangladesh)

bKash exhibiting at BASIS Soft Expo 2012(February 22, 2012 Dhaka, Bangladesh)

Standard Pavilion Award at CITF 2012 (March 22, 2012 Chittagong, Bangladesh)

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Digital World 2012 (December 06, 2012 Dhaka, Bangladesh)

E-Commerce Fair 2013 (February 07, 2013 Dhaka, Bangladesh)

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2.6 Various IMC tools that increased the acceptance & services of bKash
2.6.1 Stories of success

bKash Changing Lives

Financial matters worry us every day: sending money home, paying bills on time,
carrying cash safely, and so on. Now with the advancement of science and technology,
banking and telecommunications come together to give the solution at your fingertips:
bKash the easiest way of sending or receiving money instantly on your mobile.

Empowering the Unbanked

Maya is a village housewife. Her husband Raju works in town. On an emergency need,
she calls Raju for urgent funds. Raju immediately uses his bKash account to send money
from his mobile to Mayas mobile.

Being there for the Family

Raju works in town to take care of his family back in the village. Sending money back
home to village has never been easy. But Raju now has a bKash account on his mobile,
and he can access his bKash to send money to wife Maya.

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2.6.2 TV Commercials

Open a bKash Account on your own mobile

Rahmat, an elderly village dweller needs to send money urgently to his son Shafiq, who
forgot to take money while leaving for the city. Rahmat goes to Iqbal, a nearby bKash
Agent in his village. Iqbal explains to Rahmat that bKash gives the ease of sending
money from home, at his convenience.

Sending money home has never been this easy

Sokhina is a garments worker who sends money home regularly to her parents in the
village. Hand-to-hand transfer was the only option for her, which was neither convenient
nor cost effective.

Safely sends and receives money anywhere, anytime

Ronnie is a university student who lives on campus away from home. He needs to pay his
tuition fee urgently and calls his father to send him the money through bKash.

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bKash brings safety to your hard earned money

Milon is a driver who used to receive his salary in cash. Now his employer pays through
bKash. Milon is happy because bKash is a better means to keep his money safe as he does
not have a bank account.

No need to carry cash, pay with bKash

Housewife Nina, needs to buy some urgent groceries but does not have enough cash on
her and is also in a hurry. On her walk to a nearby superstore, she calls her husband and
asks to send the money to her bKash Account. She shops and happily pays with bKash at
the store. Nina likes paying with bKash as it is simple, convenient and she no longer
needs to carry cash.

Something for everyone

Sokhina is a garments worker and uses bKash regularly to send money home to her
family. She narrates how bKash has made her life so much easier, and how it is
transforming the lives of everyone around her too.

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3. Conclusions

From the definition of Integrated Marketing Communication (IMC) we find that, IMC is
integrating various marketing tools such as advertising, online marketing, public relation
activities, direct marketing, sales campaigns to promote brands so that similar message
reaches a wider audience.Mobile banking is one of the latest tools for easy and
convenient banking in the current world. Day to day mobile payment and banking has
become popular in Bangladesh. Mobile Banking System in Bangladesh: A Closer Study
is the title of this assignment. The main objective of the study is to take a fresh look at the
current M-Banking situation in Bangladesh and prospect of mobile banking in
Bangladesh also highlight some recommendations for rendering M-banking services
effectively. Mobile Banking is a Banking process without bank branch which provides
financial services to unbanked communities efficiently and at affordable cost. To provide
banking and financial services, such as cash-in, cash out, merchant payment, utility
payment, salary disbursement, foreign remittance, government allowance disbursement,
ATM money withdrawal through mobile technology devices, i.e. Mobile Phone, is called
Mobile Banking.

Currently many bank are providing this service and some bank are going to lunch this M-
banking service. Among them BRAC Bank Limited mobile banking service named
Bkash is one of the pioneer & successful Brand.BRAC Bank Limited is set to introduce
mobile banking secondly, a top official said the service will enable millions of banked and
unbanked people to deposit, withdraw and transfer money through mobile phones.
BKash, a joint venture between BRAC Bank and US-based Money in Motion, will
provide mobile banking with a fully encrypted VISA technology platform for transactions
through mobile phones. Any mobile user can register and open up a bKash account and
then do transactions through their mobile phones in easy, convenient and reliable way.
Through their proper IMC tools they established this following quote bKash will
fundamentally change the way people now do transactions, as all transactions will be
possible through mobile phones in future & Your mobile phone will become your
wallet.

_______________

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4. References
1. http://www.slideshare.net/search/slideshow?lang=%2A
%2A&page=2&q=IMC+project&searchfrom=header&sort=relevance
2. http://s3.amazonaws.com/ppt-download/imc-121217202503-phpapp02.pdf?response-
content-disposition=attachment&Signature=TzlUv4ivVn2kdK2VFT%2FYTs7XC1M
%3D&Expires=1365426539&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
3. http://s3.amazonaws.com/ppt-download/integratedmarketingcampaigns-110104111430-
phpapp01.ppt?response- content
disposition=attachment&Signature=DGJopbvaJiLdVd0z0ZHqc4fwN4Q
%3D&Expires=1365426213&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
4. http://s3.amazonaws.com/ppt-download/imc-planning-strategy-1224427191975674-
8.ppt?response-content-
disposition=attachment&Signature=13BtElw94nkHqHllD5L8RBavUmw
%3D&Expires=1365426191&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
5. http://s3.amazonaws.com/ppt-download/imc-1231610084445668-2.ppt?response-content-
disposition=attachment&Signature=sVlBj7rXx38qPIO40Xbvp4fSF68%3D&Expires=13
65426150&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
6. http://s3.amazonaws.com/ppt-download/integratedmarketingcampaigns-110104111430-
phpapp01.ppt?response-content-
disposition=attachment&Signature=DGJopbvaJiLdVd0z0ZHqc4fwN4Q
%3D&Expires=1365426213&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
7. http://s3.amazonaws.com/ppt-download/imc-1231610084445668-2.ppt?response-content-
disposition=attachment&Signature=sVlBj7rXx38qPIO40Xbvp4fSF68%3D&Expires=13
65426150&AWSAccessKeyId=AKIAIW74DRRRQSO4NIKA
8. http://www.businessdictionary.com/definition/brand-identity.html
9. http://www.managementstudyguide.com/brand-identity.htm
10. http://www.bkash.com/
11. http://www.wikipedia.com/

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