BTEC HND in Business

ASSIGNMENT ON: Marketing Planning

Supervised By:

Irfan Jahangir

Lecturer Of Finance And Accounting

Faculty Of School Of Business

BAC

Submitted By:

Fariba Tabassum

ID NO.: 2014221013

Submission date: 7th August, 2014

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 TABLE OF CONTENT

CONTENT PAGE NO.

TASK 1.............................................................................................3

TASK 2.............................................................................................4

TASK 3.............................................................................................4

TASK 4.............................................................................................5

TASK 5.............................................................................................6

TASK 6.............................................................................................7

TASK 7.............................................................................................7

TASK 8............................................................................................17

TASK 9............................................................................................18

TASK 10..........................................................................................19

TASK 11..........................................................................................19

APPENDIX 1....................................................................................20

APPENDIX 2....................................................................................22

REFERENCE OR BIBILIOGRAPHY......................................................23

PLAGIARISM CHECK.......................................................................24

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Task 03(LO1.3): Examine techniques for organization auditing and for analyzing external
factors that affect marketing planning.

The macro-environmental factor tends to keep a long term affect on businesses. PESTEL
analysis is a systematic tool or a strategic framework for understanding business planning.
The word PESTEL stands for political, economic, socio-cultural, technological, environmental
and legal factors. Political factor recounts to the problems and opportunities that are
brought by political situations and to what extent the government guidelines impact the
business. For example it includes factors like election an trends, grants, funding and
initiatives. Economic factor recounts to economic decisions, structures and to what extent
the economy impacts the business. For example it includes inflation, taxation and etc. The
current inflation rate in Bangladesh is 7.04% which is very high and it will affect the
business. Socio-cultural factor recounts to the cultural facet and beliefs, which would affect
the demand for an organization's products and how the business manoeuvres. For example
it includes cultural taboos and consumer attitudes and opinions, etc. Technological factor it
recounts to the technological innovations, obstructions and encouragements, and to what
extent these impact the business. For example it includes maturity of technology and
competitor technology development, etc. Environmental factor recounts ecological aspects
which will affect the demand for a organization's products and how that business
manoeuvres. For example it includes ecological regulations and sustainability, etc. Legal
factor recounts to the rules and legislation that will affect the way the business manoeuvres .
For example it includes international legislation and competitive regulations, etc.

SWOT Analysis

SWOT analysis identifies and analyses the main internal and external factors that will
influence the future direction and success of a business. It helps to recognise potentially the
most successful opportunities or when existing firms wish to analyse their current position
in the market place. It comprises strength; consistent quality and hygiene standards,
internationally known brand name, etc, weakness; limited production capacity, ageing
equipment, negative factors of a business, etc, opportunity; potential growth in developing,
develop brand name into new ranges, etc and threat; environmental concerns, strength of
competitors, changing consumers and etc. this tool helps in strategic marketing decisions
like the market in which the firm was going to operate, the products intended for sale,
whether to remain in the existing market or enter new ones, selling existing products or
developing new ones and etc.

Task 4(LO1.4): Carry out organizational auditing and analysis of external factors that affect
marketing planning in a given situation.

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Keeping in mind that the marketing plan that has been planned by Asiatic Events Marketing
Ltd. operate macro environment of forces which includes various opportunities and threats,
thus PESTEL analysis is chosen. Here PESTEL stands for political, economic, socio-cultural,
technological, environmental and legal factors.

Asiatic Events Marketing Ltd. must keep these factors in mind before implementing the plan
as there will be a huge affect of these factors on the marketing plan of Asiatic Events
Marketing Ltd. Here PESTEL analysis has been chosen as it gives the company a full detail
about those factors which would affect the macro environment. For example; while
considering political situations in our country it is very hard to predict as there is no
assurance of political stability and as well as on the other side political decisions involves
making choice that affect large number of people and also businesses. In economic factors it
involves recession, inflation, economic growth and etc. which will keep an impact on the
marketing plan. Socio-cultural factor is quite important for the company as they do concerts
and many open field events which might put an impact on the culture. Technological factor
puts an positive impact on the company’s plan as the company tries to develop the use of
technological equipment in every event. The environment does not keep much link with the
marketing planning that the company has made unless or until the company is crossing the
boundary of keeping the environment eco-friendly and un-polluted. Legal factors do put an
important impact on the company’s plan as they need to perform within applicable law,
rules and regulations for examples when they deal with the events promoting Alcohol or
cigarettes the company and as well as the client has to follow some laws.

Task 05(LO2.1): Assess the main barriers to marketing planning.

Asiatic Events Marketing Ltd. may face some barriers while planning to implement the
marketing plan. Such barriers may be:

Financial barrier: In order to implement the marketing plan the company will need to take

advance payment from the clients to organize the events they will be given to. For advance
payment some client may not agree which will be a problem for the company as they will
need enough cash to arrange a programme. Another problem is that the company has a
liability thirteen crore twenty three lakh nine thousand seventeen taka and fifteen paisa
from 2012 till now.(statement of financial position of Asiatic Events Marketing Ltd of 31st
Dec, 2012, 26/8/2014)

Human resource barrier: There is still a lacking of good event planner in the company. The
company needs to hire some more skilled event planner to keep their market leading
position the event management company by presenting more enhanced events to clients.

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Demographic barrier: It plays a big role and impact on the company as it is a service
orientated event management company. This is because some people in the society may
not like the events arranged by the company like musical concerts or promotion of alcohol
and cigarettes and some in the society may have no objection for it.

Task 6(LO2.2): Examine how organizations may overcome barriers of marketing planning.

The barriers stated in task 5 can be overcome by Asiatic Events Marketing Ltd. through
several ways such as;

In order to overcome the financial barrier the company can find a way to pay off its liabilities
and to manage their clients to pay in advance and they can also lend money any time in
cases of emergency from HSBC Bank as they have a good relation. They can also overcome
it by organizing more events for different new clients as well. For overcoming the barriers
which they have as human resources can be removed or overcome by hiring some skilled
event planner for the company. This would improve the presentation of the events
organized. The barrier of demography is not that easy for the company to overcome and
that is because the company runs by organizing events so they cannot stop doing it because
the company will have to be shut down then.

Task 07(LO 3.1,3.3,3.4): Write a marketing plan for a product or a service.

EXECUTIVE SUMMARY

Here I am considering myself as a marketing specialist of Asiatic Events Marketing Ltd. which
is a branch of Asiatic 3 Sixty. Asiatic 3 Sixty in total has 13 branches including Asiatic event
marketing ltd. which mainly takes care of the event management site and the branches are
Asiatic Marketing Communications Limited and Asiatic Talkingpoint Communications
Limited and these two falls in the Communication site, in the Media site there are Maxus,
Asiatic Mindshare and MEC, in the Broadcast site they have Radio Shadhin (92.4 FM), in the
production site they have Dhoni Chitra Limited, in the activation site they have footprint, in
the printing site they have Moitree Printers Limited, in the PR site they have Forethought
PR, in the research site they have MRC-MODE Limited and in the Outsource site they have
Stencil Bangladesh Limited. Asiatic Events Marketing Ltd a branch of Asiatic 360has made a
plan for the upcoming one year to work with only four of their most valuable client Pepsi,
British American Tobacco, HSBC Bank and Unilever and has a plan of collecting Tk thirty
lakhs from each client in total to gain an amount of Tk three crore sixty lakh in that
particular year.

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 CURRENT MARKETING SITUATION

For every business it’s very essential to know about their current marketing situation. As an
initiator Asiatic Events Marketing Ltd. flourished as an absolute Below the Line Marketing
Communication Agency which was founded in 1997. By the passing years the company
facilitated thriving engagements between brands and specially their targeted customers
like; Pepsi, British American Tobacco, Ministry of Foreign Affairs, Unilever, International
Cricket Council, Grameenphone, Unicef, HSBC Bank, Social Marketing Company Limited and
Nokia through a range of activation, events and also retail campaigns. For example recently
the company is organizing an event Prothom Alo Grameenphone Sports Award for Prothom
Alo which is worth taka fourty lakhs. Apparently Asiatic Events Marketing Ltd. has shown
their credibility to hold the leading position in the event management industry or
market.(Website: Asiatic, 6/8/2014)

“Kaisar Bhuyian(Assistant Manager-Asiatic Events Marketing Limited), Personal Interview,4

August, 2014)”

THREATS AND OPPORTUNITIES ANALYSIS

In order to hold an organizations current position a company must be aware of their threats
and opportunities. The possible threats and opportunities of Asiatic Events Marketing
Limited are:

The opportunities of Asiatic Events Marketing Limited are:

 As the next generation’s taste is changing with the passing time so they prefer
websites or internet surfing rather than direct marketing. Asiatic Events Marketing
Limited prefers websites rather than direct marketing which results positively for the
company.

 AS Asiatic Events Marketing Limited is still not well-developed in the market it works
as an opportunity for the company thus creating less competitor leading to less
threat. This gives the company an early bird advantage meaning the company can
implement new strategies to develop itself

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  Asiatic Events Marketing Limited is a part of the biggest market communication
groups in Bangladesh it adds credibility to the company resulting more and more
work opportunities.

 Asiatic Events Marketing Limited has a team of experienced and talented creating
new strategies, conducting operations and dealing with client management which
makes the company different from other companies.

 Asiatic Events Marketing Limited is commented to a global network of marketing

communication agency which is J. Waltar Thompson (J.W.T.) and this gives the
company acknowledge and technology based mileage.

The threats of Asiatic Events Marketing Limited are:

 Though they advertising in above the line but they still do below the line , so it is not
that much recognized. This results in a slight lack age of information spreading about
the company and also sometimes diverts clients to other marketing activity.

 As Asiatic Events Marketing Limited operate with a quality and talent full employees,
its overhead becomes high which may be an advantage to other competitive
companies in terms of financial proposal.

 As Asiatic Events Marketing Limited uses more and more marketing positioning
strategy they charge higher costs than other companies for which many clients fail to
afford Asiatic Events Marketing Limited, leading to client loss for the company.

As Asiatic Events Marketing Limited has more opportunities than threats this means the
company is in a stable possible in the market. This also indicates that the company can carry
on with their current strategy.

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FIG 1: SWOT ANALYSIS OF ASIATIC EVENTS MARKETING LIMITED:

Strength
 Goodwill of the company is one of
Asiatic Events Marketing Limited’s
strong strength as it attracts clients.
 The founder of the company is quite
an influential person who is Mr.Aly
Zaker and he has been in the event
management line before the
liberation war which proves his work
experience.
Weakness
 As the company is using more and
more strategy, not all the clients in
the market will be able to afford it so
Asiatic Events Marketing Limited will
lead to loss of clients.

Opportunities
 On the contrary the company is
beneficial as one of the shareholder
of Asiatic 360 is politically involved
who is Mr. Assaduzzaman Noor.
 Asiatic Events Marketing Limited is
commented to a global network of
marketing communication agency
which is J. Waltar Thompson (J.W.T.)
and this gives the company
acknowledge and technology based
mileage.
Threats
 Many employees have worked in this
company and after being well trained
they have left Asiatic Events
Marketing Limited and opened their
own add firm which is a threat for
the company as they know how the
strategy which Asiatic Events
Marketing Limited used to hold their
leadership in the media event
management market.

“Mohammad, Sayeem, Personal interview, 6 August, 2014”

OBJECTIVES AND ISSUES

The main objective of Asiatic Events Marketing Limited is to implement their plan in such a
way so that they can easily reach their break-even point. Asiatic Events Marketing Ltd.
which is a branch of Asiatic 3 Sixty has made a marketing plan of working with only four of
their most valuable clients for one year, avoiding proposals from their other clients for this
time limit. The four valuable clients are Pepsi, British American Tobacco, HSBC Bank and
Unilever. Asiatic Events Marketing Ltd has a plan of collecting Tk thirty lakhs from each

8
client in total to gain an amount of Tk three crore sixty lakh in that particular year. The
company is investing taka fifteen lakhs in their promotion. The company is doing below the
line promotions and are also arranging different events and meeting with the four valuable
clients. Their objective of the new marketing planning will bring more goodwill to the
company as they will be working with highly recognized companies and as well as earn more
profit then previous years which is shown in the graph below.

FIG 2: PROFIT EARNED BY ASIATIC EVENTS MARKETING LIMITED IN THE LAST 3 YEARS:

30000000

25000000

20000000
Amount in Taka

15000000 profit earned by Asiatic Events

Marketing Ltd.

10000000

5000000

0
2011 2012 2013

The issue they might have is that the company will lose the opportunity to work with other
clients in that particular year of their plan and it may get worse if some of the other clients
stop working with them permanently.

MARKETING STRATEGY

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A marketing strategy is that part of the firm’s overall strategy that will be concerned with
achieving marketing goals- which are themselves part of the overall target. Planning for the
future rather than being swept along by events will help a marketing department prepare
for, launch and effectively promote products that have been forecast to do well. Asiatic
Events Marketing Ltd. marketing planning will set in motion with an adequate understanding
of the clients’ needs and wants giving the best priority to client’s customers.

FIG 2: CONTEXTUALIZATION OF THE MARKETING STRATEGY

Set marketing
objectives

Research
strengths,weaknesses,
opportunities, threats.
Review progress
towards objectives

Plan to put strategy Establish marketing

into effect strategy

Asiatic event marketing ltd. uses differentiated (segment) marketing strategy as they offer
event managing services for variable market for example organisational market or

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government market as aforementioned. There are other examples for choosing this strategy
because Asiatic events marketing ltd has worked with grameen phone and the event was
called grameen phone trination concert here grameen phone was their organisational
market. Not only this has the company also had a record of working with international
market such as they have organised the event of International cricket council (ICC) world
cup which occur in 2011. They also did an activation campaign named lifebuoy school of five
which was done in different schools of different rural districts in Bangladesh where the
themes of the event was to aware the children to wash hand before eating and etc in order
maintain hygiene. This activation campaign was conducted with five hundred four school
including one lakh eighty three thousand children.

Different markets sell different products/services through their own marketing strategy. For
example Asiatic event marketing ltd. applies marketing variability as the company deals
with different market like government like they conducted an event named event “Lakho
Konthe Shonar Bangla” for 26th March, institutional market like they conducted event with
British American Tobacco and events name is, corporate market like they managed an event
for HSBC Bank named “Din Jaye Kotha Thake”, it was a corporate event where only a certain
number of the banks customer where invited and individual market like they managed the
birthday event of the father of the managing director of Industrial Development Leasing
Company (IDLC).

FIG 3: Possible Value Proposition

Price

More The same Less

Asiatic event marketing ltd.

More

The same

Benefit

Less

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In the media of business strategy of positioning Asiatic event marketing ltd. is using more
and more strategy which means that the company takes more money to manage events but
gives high level service to their clients as they are very concerned about their client’s
satisfaction. For example Asiatic event marketing ltd. charges more money than other
companies to manage an event but provides excellent service or work quality to their clients
for which their clients agree to pay them higher charges with full satisfaction. Whereas
other event managing companies charge high amount but does not provide satisfactory
level of work quality or service to their clients. This is how Asiatic event marketing ltd. is
unique in the event management industry.

Marketing mix refers as a key part of any firm’s marketing plan. It refers to those elements
of a marketing strategy which are designed to meet the needs of the consumers. There are
four main elements of the marketing mix that can be varied to meet consumer needs more
efficiently which can increase sales and profits. These elements are as follows:

 Product
 Price
 Place
 Promotion

Product: Asiatic Event Marketing ltd. is just a branch of Asiatic 360 and at the beginning it
was only recalled as Asiatic. The company’s main product is event. After starting the
company it gradually developed and today it has thirteen branches operating different
actions beside event man management like printing, broadcasting, Pr, researching
outsourcing and etc.

Price: As the company has enlarged into new branches and presents highly good quality
work, the price it takes from its clients is a bit higher than other companies.

Place: As the company is a service orientated company it does not have any particular place
of distribution.

Promotion: In communication mix the company uses interpersonal relationship by doing

promotional events and inviting them to other events for the company’s promotion.

These elements are also known as the 4Ps of the marketing mix.

When refffering to Asiatic Event Marketing ltd. they blend this four elements in order to
make their marketing strategy better. Asiatic event marketing ltd. always do below the line
promotions, for example giving free invitations to old valued clients or new targeted clients
to events. The company’s product is event and they believe in continuous improvement so
they keep on sorting out ways to find more betterment of their quality of service and as
mentioned above about price they demand a big value for their service as they provides and
meets their clients demand.

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Break even analysis:

The total amount of money that Asiatic Events Marketing Ltd. pays and other calculations
are given in appendix 1

FIG 4: BREAK-EVEN VOLUME AND PROFITS AT DIFFERENT PRICES

(1) (2) (3) (4) (5) (6)

Commission Unit Expected Total Fixed Cost Total
% Demand Unit Commission Commission
Needed to Demand at (1)X(3) (4)-(5)
Break Even Given Price
8% 203,325,000 250,000,000 20,000,000 16,266,000 TK 3,734,000
10% 162,660,000 220,000,000 22,000,000 16,266,000 TK 5,734,000
12.5% 130,128,000 200,000,000 25,000,000 16,266,000 TK 8,734,000
15% 108,440,000 140,000,000 21,000,000 16,266,000 TK 4,734,000
17% 95,682,353 70,000,000 11,900,000 16,266,000 TK -
4,366,000

In the table in column (3), I have conducted primary and secondary research on Asiatic
Events Marketing Ltd’s past data and also collected and observed some competitors data on
commission, sales on past years, etc. , so I conclude the given figures.

As a result it shows that if the company takes 8%, 10%, 12.5% and 15% commission they
reach the break-even point and also gets profit but if they take 17% commission they are at
loss.

ACTION PROGRAM

Asiatic Events Marketing Ltd. will implement their plan of working with only four of their
most valuable clients for the upcoming one year which is from the beginning of 2015 to the
starting of 2016, avoiding proposals from their other clients for this time limit. The four
valuable clients are Pepsi, British American Tobacco, HSBC Bank and Unilever. Asiatic Events
Marketing Ltd. has a plan of collecting Tk thirty lakhs from each client in total to gain an
amount of Tk three crore sixty lakh in that year. The company might need advance
payments from the clients for each event or may take loans form bank to manage it on time.

Asiatic Events Marketing Ltd.’s marketing plan will be introduced in the first of January
2015. Starting from January till the end of December, throughout the whole year the

13
company will be organizing different types of events and activation programs according to
their clients proposal.

BUDGETS

Budget is a very crucial factor for any kind of business. It includes planning an managing of
the finance being transacted or required in a business. Asiatic Events Marketing Ltd. has
prepared a budget plan as per their marketing planning. The company usually do three
types of event management such as activation programme for example they did an
activation campaign named lifebuoy school of five which was done in different schools of
different rural districts in Bangladesh where the themes of the event was to aware the
children to wash hand before eating and etc in order maintain hygiene. This activation
campaign was conducted with five hundred four school including one lakh eighty three
thousand children, live open field concert for example they managed an event for
government by doing the event “Lakho Konthe Shonar Bangla” for 26th March and they also
arrange closed stage shows and award function for example they managed an event for
HSBC Bank named “Din Jaye Kotha Thake”, it was a corporate event where only a certain
number of the banks customer.

FIG 5: ESTIMATED BUDGET

ACTIVATION
PROGRAMME
• TK 23 Lakhs

LIVE OPEN FEILD

CONCERT • TK 20 Lakhs

CLOSED STAGE SHOWS

& AWARD FUNCTION • TK 17 Lakhs

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 CONTROLS

It is very important to keep a hold on the marketing plan that is created. But the plan may
act reversely on Asiatic Events Marketing Ltd. by making other clients disappointed by the
rejection of their proposals which they may offer to the company in that particular year. It
can be worse than before for the company if the disappointed clients stop working with
them and switch to some other event management company.

Task 8(LO3.2): Explain why marketing planning is essential in the strategic planning
process for an organization.

Marketing planning is basically a research of identifying a plan and to find a way to fulfil
them while generating an acceptable level of return. The importance of it is that it plots out
directions, objectives and performances for the employees and the business.

FIG 6: STEPS IN STRATEGIC PLANNING

Business
Defining the Corporate level unit,product,and
company Designing the market level
Setting company
mission business portfolio Planning marketing
objectives & goals
& other functional
strategies

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(Book:Principles of Marketing,13th edition,26/8/2014)

In strategic planning mission statement includes. The current mission statement of Asiatic
Events Marketing Ltd. is “One Stop Solution”. This statement is created on the basis that
the company has variable activated sites.

The business portfolio and the portfolio analysis basically appraise the businesses that make
up the company. This helps Asiatic Events Marketing Ltd. to analyze their current business
portfolio which would help them decide whether to implement the marketing plan or not. In
BCG matrix Asiatic Events Marketing Ltd. is a star as it is giving a huge amount of cash flow
to the company as well as having an increased market share which can also be told as the
company is in hold. In developing strategies for growth and downsizing the business can use
market penetration which is by using more promotional tools for the targeted customers.
For example Asiatic Events Marketing Ltd. can offer to lower the price for event
management to those four valuable clients for that particular year of their marketing
planning. The company can also grow their business by using market development for
example they always used to organize a musical concert for British American Tobacco in
Dhaka every year, now they can do the same in Chittagong as well.

Asiatic Events Marketing Ltd. has been upholding their customer relationship since the
beginning of the company as they are very concerned about their client’s satisfaction.
Though the company charges more than other event management companies their clients
are satisfied as they provides excellent service or work quality to their clients.

Task 9(LO3.5): Explain how factors affecting the effective implementation of the
marketing plan have been taken account.

As mentioned in task 3 PESTEL analysis is a systematic tool or a strategic framework for

understanding business planning. The word PESTEL stands for political, economic, socio-
cultural, technological, environmental and legal factors.

Keeping in mind all these factors, Asiatic Events Marketing Ltd. has been planning to
implement their marketing plan. While considering the factors;

Political, it can never be assured that there will be no political instability in the particular
year of the company’s plan implementation. This brings a negative impact on the company’s
business. Economic factor includes inflation, economic growth and etc, which may have
both negative and positive impact on the plan. For instance if the economy is going through
inflation, demand for everything will change as the price will be high which will bring a

16
change in the consumer’s needs and wants. This may result as a loss in the implementation
of the plan for the company. On the contrary, if there is economic growth there will still be a
change in the consumer’s needs and wants, but in a positive way, which may be profitable
for the company. The socio-cultural factor plays a big role and impact on the company as it
is a service orientated event management company. This is because some people in the
society may not like the events arranged by the company like musical concerts or promotion
of alcohol and cigarettes and some in the society may have no objection for it. Technological
factor puts a positive impact on the company’s plan as the company tries to develop the use
of technological equipment in every event. The environment does not keep much link with
the marketing planning that the company has made unless or until the company is crossing
the boundary of keeping the environment eco-friendly and un-polluted. Legal factor also
keeps a big impact on the company’s plan as the company has to follow some restrictions
while promoting cigarettes and alcohol like they cannot do any sort of above the line
promotions like television advertisements or display billboards for it as those are against the
law.

Task 10(LO 4.1 & 4.2): Explain how ethical issues influence marketing planning and analyze
examples of how organizations respond to ethical issues.

Ethics is a set of moral principles that a company might lay down for its employees to follow
when working for the business and when decisions are taken. Stakeholders are becoming
increasingly interested in the ethical code of businesses and whether their employees keep
to it.

The marketing plan that Asiatic Events Marketing Ltd. is planning to implement may also
have some ethical issues towards their other clients and the clients with whom they have
planned to work with for a year. For example the clients who are not in the marketing
planning list like Grameenphone is a regular committed client of Asiatic Events Marketing
Ltd. and used to organize the event “Grameenphone Trination Concert” every year for the
promotion of Grameenphone. But as they have planned not to work with this company for a
year it will be a problem for Grameenphone to arrange some other event management
company to organize the event for them as the quality of the events presentation will not
be same even if they arrange some other company to do so. There might be another issue
that some other event management company would not agree to manage this event as
Grameenphone would be their new client. According to my perspective it will be injustice to
Grameenphone and they might permanently stop dealing with Asiatic Events Marketing Ltd.
In this case Asiatic Events Marketing Ltd. should give a second thought before implementing
their new marketing plan as it will be very unprofessional of them and moreover like this
company their plan might hurt their ethics towards other companies with whom they have
been working for years.

17
Task 11(LO4.3): Analyze examples of consumer ethics and the effect it has on marketing
planning.

Just like a company has ethics towards their consumers the consumers also should have
ethics towards a company.

As Asiatic Events Marketing Ltd. has made a marketing plan of working for the upcoming
one year to work with only four of their most valuable client Pepsi, British American
Tobacco, HSBC Bank and Unilever these companies should maintain some ethics towards
the company. For example just because Asiatic Events Marketing Ltd. is giving these
companies more priority they should not misuse it by giving late payments or demanding
unusual opportunities from the company. If HSBC Bank wants the company to hire
international artists in their events, they must fulfil the criteria for it by completing all the
formalities they are expected to. If they want higher facilities like this it will be costly and if
they do not co-operate with the company it will be unethical and injustice to the company.
If Unilever wants to organize an event to promote any of their product like Lux beauty soap
and makes an agreement with the company to do so they must hold on to the company till
the end of the event. After all the arrangements done by the company like booking the
place of the event, hiring artists and etc. if they all of a sudden at the end of all the
arrangements done they cancel the event proposal and demand their advance payment
back it will be very much difficult for Asiatic Events Marketing Ltd. to deal with as they also
have some restrictions and commitments done towards others. It will completely be beyond
the ethics and it will have a huge affect on the company’s marketing plan.

18
 APPENDIX 1

The total amount of money Asiatic Events Marketing Ltd. pays to their employees are:

 Executive Director
= TK 450,000
 Client Service Director
= TK 200,000
 Associate Director Operation
= TK 170,000
 General Manager
=TK 155,000
 Client service management
=TK 70,000
 Planning manager
=TK 80,000
 Assistant planning manager
=TK 30,000
 Operation executive
=TK 30,000
 Human Resource Management
=TK 50,000
 Accounts manager
=TK 65,000
 Receiptionist
=TK 20,000
 Office Assistant and Security
=TK 35,500

Total amount/ fixed cost=TK 1,355,500

Total amount annually= 1,355,500 X 12

= TK 16,266,000

Break even,

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 Total revenue= Total cost

A situation where there is no profit or loss.

 Commission at the rate of 8% break even amount will be,

= 100/8 X 16,266,000
= TK 203,325,000
 Commission at the rate of 10% break even amount will be,
= 100/10 X 16,266,000
=162,660,000
 Commission at the rate of 12.5% break even amount will be,
= 100/12.5 X 16,266,000
= TK 130,128,000
 Commission at the rate of 17% break even amount will be,
= 100/17 X 16,266,000
=TK 95,682,353
 Commission at the rate of 20% break even amount will be,
= 100/20 X 16,266,000
=81,330,000

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APPENDIX 2

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From the left: Fariba Tabassum, Mr. Aly Zaker- CEO and Managing Director of Asiatic 360

REFERENCE OR BIBILIOGRAPHY

Website:

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Kotler, Philip, 2001. Principles of Marketing. 13 th ed. India: Pearson.

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Vitale, Robert, 2011. Business to Business Marketing. 1st ed. India: Pearson.

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