Internship Report On Digital Marketing and Telenor Health's Tonic: A Study On Jarvis Digital Bangladesh

INTERNSHIP REPORT ON
DIGITAL MAKRETING AND TELENOR HEALTH’S TONIC: A

STUDY ON JARVIS DIGITAL
Submitted to:
Lecturer Md. Mahedi Hasan

Faculty of Business Studies, BUP.
In Partial Fulfillment of the Requirement for the Degree of Bachelor of Business Administration
Submitted by:
Sultan-ul-Arefin
ID: B1405004
Batch: BBA 2014 - Marketing
Faculty of Business Studies
Bangladesh University of Professionals

Mirpur Cantonment, Dhaka
April, 2018
Supervisor’s Certificate
This is to certify that Sultan-ul-Arefin, a student of BBA 2014, FBS, BUP, bearing ID No.
B1405004 has successfully completed his internship program report entitled “Digital Marketing
and Telenor Health’s Tonic: A Study on Jarvis Digital” under my supervision as the partial
fulfilment for the award of BBA degree.
He has done his job according to my supervision and guidance with utmost sincerity and
dedication. I hope this program will help him in the future as a learning curve to build up his career.
I wish him success and prosperity.
------------------------------
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Declaration of Originality
I do hereby declare that this internship report entitled “Digital Marketing and Telenor Health’s
Tonic: A Study on Jarvis Digital” is uniquely prepared and submitted by me except where
specific reference is made to the work of others, the contents of this dissertation are original and
have not been submitted in whole or in part for consideration for any other degree or qualification
in this, or any other University. This dissertation is the result of my own work and includes nothing
which is the outcome of work done in collaboration, except where specifically indicated in the
text.
----------------------------
Sultan-ul-Arefin
ID: B1405004
Batch: BBA 2014 - Marketing
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Letter of Transmittal
Date: 02 April, 2018

Subject: Submission of internship report.
Dear Sir,
I am hereby submitting my Internship Report, which is a part of the BBA Program curriculum.This
report is based on “Digital Marketing and Telenor Health’s Tonic: A Study on Jarvis Digital”.
It was a great privilege and opportunity to work at Jarvis Digital in the Content and Planning
department under the supervision, guidance, and direction of Mr. Tanvir Ahmed, Head of content.
This internship program has helped me in gaining both academic and practical exposures. First of
all, I learned about the organizational culture of a leading Healthcare company of the country.
Secondly, it also assisted me in establishing a good connection with the corporate environment.
I shall be highly obliged if you are kind enough to receive this report and provide your valuable
judgment.
Yours Sincerely,
___________________
Sultan-ul-Arefin
ID 1405004
BBA-2014
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Acknowledgement
First of all, I wish to express my gratitude to the Almighty for giving me the strength to perform
my responsibilities as an intern and complete the report within the stipulated time. And to my
parents who have given me the confidence to achieve the unachievable.
I am deeply indebted to my Internship Program to Lecturer Md. Mahedi Hasan, Faculty of

Business Studies (FBS), Bangladesh University of Professionals for his whole-hearted supervision
during my organizational attachment period.
I am also very grateful to Mr. Tanvir Ahmed, Head of Content and Planning at Jarvis Digital. He
has been my supervisor at Jarvis Digital during my internship tenure. It would have been very
difficult to prepare this report without his help and guidance.
I would also like to convey my appreciation to the entire FBS Department of BUP for arranging
Internship Program that facilitates integration of theoretical knowledge with practical corporate
situations.
Last but not the least, I would like to convey my thankfulness to Jarvis Digital’s seniors and
colleagues who gave me good advice, suggestions, inspiration and support. I must mention the
wonderful working environment and group commitment of this organization that has enabled me
to deal with the real taste of the corporate world.
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Executive Summary
The world is rapidly shifting from analogue to digital. People are consuming more and more digital
content on a daily basis – on mobile phones, laptops, desktop computers at work, and more – and
companies that have not yet recognized this in their marketing strategies need to adapt fast.
Why is digital marketing so important? Because it is not only a rapidly growing force in the current
marketing playing field, it is set to be the future of marketing, and it seems likely that digital media
will soon replace more traditional forms altogether.
While older generations will no doubt lament the demise of paper-based newspapers, books,
communication methods and traditional TV and radio broadcasts, those who have grown up with
the internet and mobile phones as a God-given right are already embracing the brave new world
of digital consumption.
The facts are that digital methods of communication and marketing are faster, more versatile,
practical and streamlined, so it is perhaps unsurprising that once the technology became available
we began quickly moving into the digital age. The good news is that digital offers just as much
potential to marketers as it does to consumers.
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Contents
Executive Summary ………………………………………………………………………………v
List of Figures ..................................................................................................................................x
Chapter 1 ....................................................................................................................................... 1
Introduction ..................................................................................................................................... 1
1.1 Introduction ........................................................................................................................... 2
1.2 Background of the study ....................................................................................................... 2
1.3 Significance of the study....................................................................................................... 3
1.4 Operational Definition .......................................................................................................... 3
1.5 Problem statement ................................................................................................................. 4
1.6 Objectives of the Report ....................................................................................................... 4
Chapter 2 ....................................................................................................................................... 5
Literature Review............................................................................................................................ 5
2.1 Literature Reviews based on Evolution of Research Topic ............................................. 6
2.2 Literature Review based on the Theoretical aspect of the Research ................................ 7
2.3 Literature Review based on Different Regions ................................................................ 7
2.4 Literature Review based on Methodological Aspects ...................................................... 7
2.5 Summarizing the Findings of Literature Review in Tabular for with References ........... 8
2.6 Stating the Research Gap based on Literature Review .................................................... 8
2.7 Previous Study ...................................................................................................................... 8
Chapter 3 ....................................................................................................................................... 9
Methodology ................................................................................................................................... 9
3.1 Selection of the Topic: ........................................................................................................ 10
3.2 Study area and target population: ....................................................................................... 10
3.3 Data and list of variables: ................................................................................................... 10
3.4 Questionnaire Design: ......................................................................................................... 11
3.5 Research method: ................................................................................................................ 11
3.6 Analytical Framework of research: ..................................................................................... 11
Chapter 4 ..................................................................................................................................... 12
Data Analysis ................................................................................................................................ 12
4.1 Descriptive analysis: ........................................................................................................... 13
4.2 Inferential analysis: ........................................................................................................... 13
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4.3 Summary of result: .............................................................................................................. 13
Chapter 5 ..................................................................................................................................... 14
Organizational Overview .............................................................................................................. 14
5.1 Jarvis Digital ....................................................................................................................... 15
5.2 Jarvis Digital’s Mission ...................................................................................................... 15
5.3 Jarvis Digital’s Vision......................................................................................................... 16
5.4 Jarvis Digital’s Expertise .................................................................................................... 16
5.4.1 Digital Strategies .......................................................................................................... 16
5.4.2 Graphical Wizardry...................................................................................................... 16
5.4.3 Technical Powerhouse ................................................................................................. 17
5.5 Company Profile of Jarvis digital ....................................................................................... 17
5.6 Key Clients.......................................................................................................................... 17
5.7 Goal of the Organization ..................................................................................................... 18
5.8 Strategic Objectives ............................................................................................................ 18
5.9 Jarvis’s Digital Value .......................................................................................................... 19
5.10 Departments of Jarvis Digital ........................................................................................... 19
5.11 Day to Day Activities........................................................................................................ 20
5.12 Responsibilities of Different departments ........................................................................ 20
5.12.1 Admin & HR team ..................................................................................................... 20
5.12.2 Content Team ............................................................................................................. 20
5.12.3 Strategy Team ............................................................................................................ 21
5.12.4 Client service Team ................................................................................................... 21
Chapter 6 ..................................................................................................................................... 22
Client Overview ............................................................................................................................ 22
6.1 Selected Client .................................................................................................................... 23
6.2 Positioning .......................................................................................................................... 24
6.3 Attributes............................................................................................................................. 25
6.4 Application of Tonic ........................................................................................................... 25
6.5 Digital objective of Tonic .............................................................................................. 26
6.6 Competitors ......................................................................................................................... 26
6.7 Findings............................................................................................................................... 31
6.8 Target Customers ................................................................................................................ 32
6.9 Consumer Portrait ............................................................................................................... 32
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Chapter 7 ..................................................................................................................................... 33
Digital Marketing .......................................................................................................................... 33
7.1 Different Scopes of Digital Marketing ............................................................................... 34
7.2 Websites and SEO content .................................................................................................. 34
7.3 Blogs ................................................................................................................................... 36
7.4 Internet Banner ADs ........................................................................................................... 37
7.5 Pay-per-click (PPC) advertising ......................................................................................... 38
7.6 Email marketing .................................................................................................................. 39
7.7 Social media marketing....................................................................................................... 41
7.8 Mobile marketing (SMS, MMS, etc.) ................................................................................. 43
Chapter 8 ..................................................................................................................................... 45
Benefits of Digital Marketing ....................................................................................................... 45
8.1 Why Digital Marketing? ..................................................................................................... 46
8.2 Current Scenario ................................................................................................................. 46
8.3 Statistics .............................................................................................................................. 47
Chapter 9 ..................................................................................................................................... 51
Telenor Health’s Tonic ................................................................................................................. 51
9.1 Telenor Health’s Tonic And Digital Marketing ................................................................. 52
9.1.1 Facebook ...................................................................................................................... 52
9.1.2 YouTube ...................................................................................................................... 54
9.2 SWOT Analysis .................................................................................................................. 55
STRENGTH.................................................................................................................................. 55
WEAKNESS ................................................................................................................................. 55
OPPORTUNITIES ........................................................................................................................ 55
THREATS..................................................................................................................................... 55
9.3 Analysis Tree ...................................................................................................................... 56
9.3.1 Telenor Health’s Tonic and Analysis Tree .................................................................. 57
9.4 Importance of Granular Analysis ........................................................................................ 58
Chapter 10 ................................................................................................................................... 59
Recommendation .......................................................................................................................... 59
10.1 Facebook ........................................................................................................................... 60
10.2 Social media campaign ..................................................................................................... 62
10.3 Pre-roller ads ..................................................................................................................... 63
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10.4 Viber ................................................................................................................................. 63
10.5 Google-ad-network ........................................................................................................... 63
10.6 Blogs ................................................................................................................................. 63
10.7 Media buying .................................................................................................................... 64
Chapter 11 ................................................................................................................................... 65
Conclusion .................................................................................................................................... 65
11.1 Conclusion ........................................................................................................................ 66
11.2 Limitations ........................................................................................................................ 66
References ................................................................................................................................... xi
Appendix …………………………………………………………………...…………………………xiv
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List of Figures
Figure No. Title Page

Figure 3.6.1 Research Framework 11
Figure 5.3.1 Vision of Jarvis Digital 16
Figure 5.4.3.1 Technical Powerhouse 16
Figure 5.5.1 Company Profile 17
Figure 5.6.1 Client List of Jarvis Digital 18
Figure 5.11.1 Daily Activities 20
Figure 6.6.1 Doctorola’s website 26
Figure 6.6.2 Jeeno’s Service 27
Figure 6.6.3 Maya’s UI 27
Figure 6.6.4 Healthprior21’s website 28
Figure 6.6.5 Doctorkoi’s website 28
Figure 6.6.6 Aponjon’s website 29
Figure 6.6.7 Bhalothakun’s website 29
Figure 6.6.8 Jolpie’s UI 30
Figure 6.6.9 Critical Link’s UI 30
Figure 6.6.10 Augmedix’s usage 31
Figure 6.6.11 CMED’s features 31
Figure 7.2.1 Mobile Web Usgae Growing 35
Figure 8.3.1 Popular social media platofrms 47
Figure 8.3.2 Fast growing social networks 48
Figure 8.3.3 Fast growing social networks 49
Figure 8.3.4 Global usage of social media 50
Figure 9.1.1.1 Tonic Product post 53
Figure 9.1.1.2 RTM post 53
Figure 9.1.1.3 Health Tips post 54
Figure 10.1.1 YouTube Channel 60
Figure 10.1.2 Tonic Milestone post sample 61
Figure 10.1.3 Tonic Partner sample 61
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Chapter 1
Introduction
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1.1 Introduction
Internship Program of Bangladesh University of Professionals is an undergraduate program

completion requirement for the BBA students. This is a partial requirement for BBA program
completion at BUP. Being an intern, the main challenge was to translate the theoretical concepts
into real life experience.
The internship program and the study have following purposes:

• To gather and understand detailed knowledge on the job responsibility;
• To experience the real business world;
• To relate theoretical lessons learned at BUP with practical application and experience;
• To fulfil the requirement of BBA Program;
This final report is the result of three-months (July 01, 2017 – October 01, 2017) long internship
program conducted at Jarvis Digital and is a requirement for the completion of the BBA program
at BUP.
The report is based on the digital marketing and one of Jarvis Digital’s client, Tonic’s prospects in
this sector. Throughout the paper some research findings will be presented which is done with the
help of analysis and also the opportunities of Tonic in digital marketing. Besides, the company
profile and recommendations will be discussed here.
1.2 Background of the study
Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel
most closely associated with digital marketing, others include wireless text messaging, mobile
instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio
channels, etc.
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Digital media is so pervasive that consumers have access to information any time and any place
they want it. Gone are the days when the messages people got about your products or services
came from you and consisted of only what you wanted them to know. Digital media is an ever-
growing source of entertainment, news, shopping and social interaction, and consumers are now
exposed not just to what your company says about your brand, but what the media, friends,
relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People
want brands they can trust, companies that know them, communications that are personalized and
relevant, and offers tailored to their needs and preferences.
So, in this study I have tried to find out the current scenario of digital marketing, the popular
platforms of digital marketing, and what Tonic is doing in digital space and what are their
weakness and opportunities.
1.3 Significance of the study
The main intention of the study is to understand the proper use of the most impactful digital media
channels. It will also allow me to relate theoretical knowledge to practical applications and at the
same time help to use this knowledge in the future working in the Marketing sector. The report
will also contain content strategy, comparative digital analysis with the competitors. The report
will also cover the overall company profile, management structure and all about Tonic in digital
space.
1.4 Operational Definition

Comparing the growth of brand awareness by measuring reach of the content of the brand through
digital media compared to its competitors reach through digital media.
The brand awareness has turned into an important variable that impacts customer's perceptions of
a brand. Achievement in brand management arises from understanding and overseeing brand
image and loyalty correctly to create strong characteristics that will impact consumers when
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making on their decisions.
This is focused around the assumption that all these dimensions of customer based-brand image
and loyalty will have impact on consumer's perceptions of brand. However, this study aims to
discover which among these three dimensions.
Brand awareness was treated with independently from different dimensions because of the
difference in scale, and moreover media and sorts of media affecting on consumer behavior. An
organized survey was constructed to provide answers to research question
1.5 Problem statement
How digital marketing can enhance brand awareness of tonic. It also includes enhancing both the
brand awareness and loyalty toward tonic.
1.6 Objectives of the Report
The objective can be classified into two types:

i. Broad Objective
ii. Specific Objectives
Broad Objective:
The broad or main objective of this internship report is to understand the current scenario of Digital
marketing and how Tonic is doing in this sector.
Specific Objectives:
• To find out the most impactful and useful digital marketing platforms and why
• To find out which of those channels Tonic uses
• To find out the weakness of Tonic in the digital space
• To find out the opportunities and scope for improvement in the digital space for Tonic
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Chapter 2
Literature Review
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2.1 Literature Reviews based on Evolution of Research
Topic
Firstly, comes the question what makes digital marketing so different. Internet advertising is
different in some fundamental ways from other forms of advertising. Researchers and practitioners
seem to have identified four key differences. First, it “compresses” the hierarchy of effects.
Traditionally, marketers have talked about the need for setting different kinds of objectives for
advertising and marketing based on the notion that advertising works on the communication
aspects of the hierarchy (e.g. awareness, attitude) while marketing works on the higher-level
behavioral goals (e.g. purchase, brand loyalty). Advertising traditionally took place in the media
while the retail environment was the place to focus on changing behaviors. A second major
difference between Internet advertising and other forms of advertising is that the Internet was the
first widely available consumer medium that enabled the sometimes-elusive properties of
interactivity. Thus, Internet advertising has more capacity than most other forms of advertising to
develop two-way communication with consumers, engage the consumer, and present timely
messages quickly.
Researchers have also examined intrusiveness, or lack thereof, as a unique characteristic of Internet
advertising. Thus, the medium offers advertisers the interesting challenge of how to lure customers
to a selling message or purchasing opportunity without encouraging them to invest in tools such
as pop-up blockers that can make advertising completely invisible. The fourth primary difference
between Internet advertising and other advertising forms is that the Internet has the capacity for
highly personalized communication (McMillan, 2004). Such personalization can also make sure
that visitors to online stores see the most appropriate and appealing messages (Kim, Lee, Shaw,
Chang, & Nelson, 2001) and have positive benefits ranging from improved attitude toward the
Website (Chen & Wells, 1999) to purchase (Chakraborty, Lala, & Warren, 2003).
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2.2 Literature Review based on the Theoretical aspect of
the Research
The goal of this report is to find the present situation of digital advertising in Bangladesh. The
report has been made to understand the effects of digital advertising in Bangladesh. As social
media plays an immensely important role in the lives of Bangladeshi population, the advertisers’
focus in promoting brands is through the social media. Social media touches nearly every facet of
our personal and business lives.
Another goal is to find out how Tonic can improve their digital space and adopt a strategy.
2.3 Literature Review based on Different Regions
Research has not been executed on this specific topic. But, there has been evidence of researches
on this similar sector. Advertisers Use Social Media for Brand Communications. The term “Social
Media” refers to the newer platforms of online technologies that are used by large groups of people
to interact with each other for sharing information, opinions, knowledge and interests. According
to Kaplan and Haenlein (2010), Social Media is a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation and
exchange of User Generated Content. In the business world, social media is known as consumer-
generated media (Mangold and Faulds, 2009).
2.4 Literature Review based on Methodological Aspects
All the data used for preparing this report are secondary and tertiary sources. Since my internship
is not an out-and-out research, therefore, no survey was required. The information presented here
is mostly collected from analyzing various digital platforms.
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2.5 Summarizing the Findings of Literature Review in
Tabular for with References
Findings References
social media is known as consumer-generated (Mangold and Faulds, 2009).
media
Social Media is a group of Internet-based Kaplan and Haenlein (2010)
applications that build on the ideological and
technological foundations of Web 2.0, and
that allow the creation and exchange of User
Generated Content
personalization can also make sure that (Kim, Lee, Shaw, Chang, & Nelson, 2001)
visitors to online stores see the most
appropriate and appealing messages
Personalization can have positive benefits (Chakraborty, Lala, & Warren, 2003).
ranging from improved attitude toward the
Website to purchase
2.6 Stating the Research Gap based on Literature Review
Some of the information was not disclosed for confidential matters in the researches. There was
not enough information found as this specific topic was not researched on previously. There were
various researches done on similar topic but not on the exact one that I have been assigned with.
The overall functioning of digital media is a little incomplete due to lack of sources.
2.7 Previous Study
Since this research paper concentrates on the ““DIGITAL MAKRETING AND TELENOR
HEALTH’S TONIC”, there was no evidence of previous study on this specific topic.
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Chapter 3
Methodology
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Methodology
The study is conducted in a systematic procedure starting from selection of the topic to final report
preparation.
3.1 Selection of the Topic:
My supervisor assigned the topic of the study. Before the topic was assigned it was thoroughly
discussed so that, a well-organized internship report can be prepared in accordance with my
concentration area of BBA (Marketing) and also relating to the functional area of my placement
department.
3.2 Study area and target population:

The target population is the urban and semi-urban people. The targeted population is both male
and female. The population that is targeted is aged from 20-50 years. Their minimum education
level is HSC or A level. The targeted population spends minimum of 1 hour online.
3.3 Data and list of variables:

A variable is a factor that can change in quality, quantity, or size, which you have to take into
account in a situation. It can also be said that, a variable is a quantity that can have any one of a
set of values. Here is given the list of variables that were used to execute the study.
• Age
• Gender
• Demographic
• SEC (social economic class)
• Key audience
• Education level
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3.4 Questionnaire Design:
The questionnaire used for this research was based on the variables found in the study that had
influence in the study. In this study, the questionnaire was designed to fill up criterions such as
age, gender, demographic, social economic class, key audience, education level.
3.5 Research method:
All the data used for preparing my report are secondary and tertiary sources. Since my internship
is not an out-and-out research, therefore, no survey was required. The information presented here
is mostly collected from analyzing various digital platforms.
3.6 Analytical Framework of research:
competitor,
organizational intensive digital
positioning,
elements marketings
budgeting
Figure 3.6.1: Research Framework
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Chapter 4
Data Analysis
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4.1 Descriptive analysis:
These days most people will go online and research products and companies before they make a
purchase, if they don't have a website they are missing out on all of this potential business. Even
if people don't buy your product online they are still likely to research it online so they have to
have a website so these people can learn about their business.
According to the analysis, the likes are 33,895 in number. The growth of the likes is 7.85%. PTAT
is 30 and the engagement rate is 2.8%
4.2 Inferential analysis:

According to the analysis, this can be inferred that the continuous growth of digital marketing can
get Tonic as the leader in the digital healthcare sector. Nowadays, people are concerned about their
health more than anything. Thus, there is high chance of tonic becoming the leader in digital
healthcare sector soon.
4.3 Summary of result:

• To be the market leader – Tonic can become the leader in the Digital healthcare sector
• Utilize digital space – Competitors lack notable presence in the digital space
• Health concern – People nowadays are more concerned about health issues than ever
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Chapter 5
Organizational Overview
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5.1 Jarvis Digital
Bangladesh’s Internet penetration is growing at an exponential rate. With a connected population,
consumers will inevitably, directly or indirectly, interact with brands online. The need to manage
and measure those interactions are driving brands to go digital. Every brand has a story to tell. We
manage a brand in the digital ecosphere and tell its story. It is in our bloodline to solve problems
by thinking creatively.
Jarvis digital is specialized in bringing brands to the online space with expertise in digital strategies
along with graphical & technical superpowers!
Jarvis Digital is a full service digital marketing agency, providing end-to-end marketing solutions
in the digital space. They serve their clients across the digital universe, covering search, social,
display and mobile marketing.i (Jarvis Digital Ltd, Jarvisdigitalbd.com)
5.2 Jarvis Digital’s Mission

The mission of a company is a written declaration of an organization's core purpose and focus that
normally remains unchanged over time. Properly crafted mission statements -
(1) serve as filters to separate what is important from what is not,

(2) clearly state which markets will be served and how, and
(3) communicate a sense of intended direction to the entire organization.ii
(BusinessDictionary.com)
The mission of the Jarvis Digital “Is to help client-partner achieve their business and development
objectives by providing specific solutions to their digital communication needs.”
In details, Jarvis Digital's mission is to help their clients achieve and exceed their growth and
revenue goals. They seek to accomplish this through the creation and superior execution of
revenue-driving solutions. They are dedicated to developing fully customized, accountable
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programs to address each client’s unique situation. They are further committed to analyzing the
analytics data we collect and translating it into kernels of actionable business intelligence that can
directly impact each client's growth and success.iii (Jarvis Digital Ltd, Jarvisdigitalbd.com)
5.3 Jarvis Digital’s Vision

The vision statement of a company is an aspirational description of what an organization would
like to achieve or accomplish in the mid-term or long-term future. It is intended to serves as a clear
guide for choosing current and future courses of action.iv (BusinessDictionary.com)
The vision of the Jarvis Digital “Is to become the agency of choice of as an innovative, client-
focused and socially committed service provider”v (Jarvis Digital Ltd, Jarvisdigitalbd.com)
Figure 5.3.1 – Vision of Jarvis Digital
5.4 Jarvis Digital’s Expertise

5.4.1 Digital Strategies
Jarvis Digital don’t just create social media pages, it integrates them with websites and apps.
5.4.2 Graphical Wizardry
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Jarvis Digital’s graphical skills rival are believed to be the best in the industry. It helps to execute
the vision of the brand flawlessly!
5.4.3 Technical Powerhouse
Jarvis Digital works on multiple digital platforms - from websites, apps, to social media - with
the latest tech behind our engines. vi (Jarvis Digital Ltd, Jarvisdigitalbd.com)
100 100 100 100 100
Content & Strategy Graphic Designing Web & Apps Activation Client Service
Figure 5.4.3.1 – Technical Powerhouse
5.5 Company Profile of Jarvis digital
+880 447 8428 777

jarvis@jarvisdigitalbd.com
1st floor, 133A, block A, Road 3, Niketan,

Gulshan 1, Dhaka 1212, Bangladesh
Year of establishment-2014
Total Employees-15
Prime Service - Social and Mobile
marketing
Figure 5.5.1 – Company Profile
5.6 Key Clients

Jarvis Digital serves a wide range of clients from celebrities to restaurant to MNC’s. Here is a
diagram of the few clients they serve.vii (Jarvis Digital Ltd, Jarvisdigitalbd.com)
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Figure 5.6.1 – Client List of Jarvis Digital
5.7 Goal of the Organization

The goal of the organization is to satisfy the valued customers through meeting their expectations
by providing quality services on time and offering them the best value in terms of standard, quality,
price, environment and other ethical practices.
5.8 Strategic Objectives

• Gaining competitive advantage by lowering overall cost than that of the competitors.
• Overtaking competitors by proving quality customer service.
• Achieving technological leadership among the peer group.
• Strengthening the company’s brand position in national and international market.
• Keeping good relationship with valued and top priority customers.
• Providing necessary support to the customers.
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5.9 Jarvis’s Digital Value
The principle of Jarvis Digital is to respecting a client no matter how much is put in or how big or
small the work is. “Spending intelligently and creatively helps the firm to get reorganization of its
clients as well as”- Adnanul Haque Ahmed, Creative Director Jarvis Digital was quoted as saying.
“Successful would only come if we place ourselves in the shoe of our clients and think for good,
think for betterment”- Syed Abu Yousuf, Managing Director of Jarvis Digital.
5.10 Departments of Jarvis Digital

Jarvis is one of the fastest growing leading digital marketing agency of Bangladesh. It comprises
with different departments to ensure sound and smooth operations at the company and also to run
the company efficiently. All these units are monitored by the directors of the company. To operate
this company efficiently, Jarvis Digital has a few departments.
During my Principles of Management course, I was taught that, “Departments are useful for
companies of a certain size, since they allow for a more detailed overview of the performance of
each unit within a company. This way, companies are better equipped to improve the most required
areas. For small companies, departments are often of less use - but each company should always
be considered separately.” (Blenko, et al., 2010)
Jarvis digital is not a very large company it runs through very simple divisions of Departments.
Almost each member has two separate duties. All the responsible segments are better to be
described as teams than Departments. Because, for a specific job, a separate team is selected every
time. All the members of high posts are responsible for leading the team, they distribute the
responsibility according to the merit and also look after the progress.
Jarvis digital follows a cycle to execute day-to-day regular jobs and special goal-oriented team
for other jobs than those of regular.
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5.11 Day to Day Activities
Client
Client
Service Team
Creative Strategy
Team Team
Content
Team
Figure 5.11.1 – Daily Activities
Internal Managerial responsibilities are looked after by Admin and HR team.
5.12 Responsibilities of Different departments

5.12.1 Admin & HR team
Activities like recruitment, training, career development, compensation and benefits, employee
relations, industrial relations, employment law, compliance, disciplinary and grievance issues,
redundancies etc. are looked after by Admin & HR team they also look after the financial side of
the company.
5.12.2 Content Team
Content Team of Jarvis has two different types of sector. They are content development team and
Community response team. Main duty of their content team is to provide contents for the clients.
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On the other hand, a main responsibility of community response team is providing information to
the customers, answering different quires of customers which have been asked through Facebook
pages.
5.12.3 Strategy Team
Strategy and planning department is one of the major departments of this company. This team is
considered as the backbone of Jarvis. They are responsible for giving campaign plans and
approvals for clients. They are also responsible for setting different route to serve effectively and
efficiently customers. Moreover, they are also responsible for making pitch/presentations for new
clients.
5.12.4 Client service Team
Client service team is responsible for maintaining external communication with the clients. They
always communicate with the clients regarding different advertisement. This team is considered
as a bridge between content department and clients. Clients communicate with them and tell their
requirements. Then they give brief to the content team regarding these requirements. After that
they send the creative to the clients and take approvals from them.
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Chapter 6
Client Overview
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6.1 Selected Client
Telenor Health is a purpose-driven, digital health subsidiary established by Telenor Group in 2015.
It is the first step in addressing NCDs and other pressing health needs. Its purpose is an extension
of Telenor Group’s vision of “empowering societies” and its commitment to Asia as the group
continually explores new ways to harness technology for the betterment of lives and communities.
We believe that all Bangladeshis deserve healthcare services that meet world class standards for
clinical quality, and ensuring that our services are safe, effective, patient-centered, and accessible
is a core operating principle for Telenor Health.
Tonic is an expression of Telenor Health’s view that technology can have the greatest impact when
it is used to ‘connect the dots’ across an individual’s wellness and health experience. It is one of
the first digital offerings to address the full spectrum of wellness and health needs through a joined-
up, integrated service. By combining prevention-focused digital content, phone-based access to
primary care, and tools to finance hospital care, Tonic serves as the gateway towards Universal
Health Coverage (UHC) and helps “members” and their families make better choices across their
health journey.
The membership includes:
1. Health Tips: Free tips and advice on how to live well and maintain a healthy family via
SMS, the web, and Facebook. Content will become increasingly personalized over time as
members continue to interact with Tonic.
2. Tonic Doctor: Immediate access to advice on general medical queries from a trained doctor
via the phone, 24 hours a day, seven days a week at an affordable rate of Tk 5 per minute.
Doctors are backed by robust quality standards and protocols.
3. Tonic Discounts: Free access to discounts of up to 50% on bed rates, tests, specialists, and
other services at over 200 of the most popular hospitals, pharmacies, diagnostics and
lifestyle brands across Bangladesh.
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4. Tonic Cash: Free coverage for Tk 1000 cash benefit (insurance) if hospitalized for three
nights or more, paid directly to the member’s mobile banking wallet. Members can claim
up to four times a year, and no conditions are excluded.
5. Tonic Mobile App: The Tonic app was introduced which is tailor-made to meet the needs
of a growing digital Bangladesh; providing information in Bangla and streamlining access
to all of its core services – Tonic Discount, Tonic Cash, Tonic Daktar, and Tonic Jibon –
from within the app.
6.2 Positioning
Positioning refers to the place that a brand occupies in the mind of the customer and how it is
distinguished from products from competitors. In order to position products or brands, companies
may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) or
they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-
level or high-end, etc.) through the marketing mix. Once a brand has achieved a strong position, it
can become difficult to reposition it.viii (Positioning, Wikipedia)
Tonic wants to establish itself as “Best digitalized Healthcare option available for everyone in
Bangladesh”- which is backed by Tonic’s services and connection with Grameenphone that helps
gain the trust of millions of people.
So, Tonic can go ahead with the positioning statement of “Your ultimate healthcare option
available for you and your family.”, which is more simple, clear and holds the essence of the brand.
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6.3 Attributes
• Has Three different services in the forms of “Tonic Asha”, “Tonic Astha” & “Tonic
Shurokkha”
• Each service costs BDT 47, BDT 126 & BDT 296 per month respectively
• There is also the Multi Month Bundles that covers you for 3 months, 6 months and also for
the whole year
• Subscribers can get discount from partnered Pharmacies, hospitals and diagnostics centers
• Can talk with specialized doctors over that phone at any time or chat with them via app
• Can fix appointments to consult with specialized doctors around the country
• Can get cash coverage starting from BDT 40,000 to BDT 2,50,000 annually
• Can avail the offers of Health Wallet
6.4 Application of Tonic
The uses of Tonic are -
• Cash Coverage: Tonic subscribers can avail the cash coverage benefits if they have to stay in
a hospital for 3 days or more. They can claim from BDT 40,000 to BDT 2,50,000 based on
what package they are subscribed to.
• Health Wallet: Another facility that tonic subscribers can enjoy is the health wallet that gives
them BDT 1400 credit to use in doctor consultation and various diagnostics. But this offer is
currently limited to Tonic Asha.
• Discounts: Discounts on various Pharmacies can be availed.
• 24.7 Doctor consultation: Can either talk to or chat with specialized doctors at any time to
consult with any issue.
• Scheduling Appointments with doctors: Tonic eases the hassle of getting a schedule with the
famous doctors.
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6.5 Digital objective of Tonic
To increase awareness about the presence of “Tonic” by:
- Establishing its features (healthcare offerings, cost-effectiveness and premium quality)
- By communicating the features that someone might be missing out on.
6.6 Competitors
1. DOCTOROLA: Doctorola is one of the more popular local healthcare startup offerings—the
solution helps users find and book doctor appointments online. Over two hundred hospitals and
several thousand doctors are currently using the platform.
Figure 6.6.1 – Doctorola’s website
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2. JEENO: Jeeon’s goal is to bring quality primary healthcare to rural, underserved communities
in Bangladesh. The telemedicine service uses a combination of local intermediary consultants and
digital tools to give citizens affordable healthcare options, regardless of their location.
Figure 6.6.2 – Jeeno’s Service
3. MAYA: Maya’s app connects users to subject matter experts, allow them to ask questions via
SMS, Android app, or the web; users then receive their answers anonymously. Though not strictly
healthcare-focused, the company mandates that 75% percent of questions must be health-related.
Figure 6.6.3 – Maya’s UI
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4. HEALTHPRIOR21: HealthPrior21 is an online health portal and ecommerce website that offers
health tips, news, drug indices, leading health products, and more. The portal also features a
comprehensive medical ebook library with titles covering a myriad of topics, from dermatology to
sports medicine.
Figure 6.6.4 – Healthprior21’s website
5. DOCTORKOI: DoctorKoi is an online healthcare service that features a database of

doctors/hospitals, as well as medical enterprise resource planning (ERP) features for helping
doctors streamline their practice: appointment schedule management, patient history tracking, and
more.
Figure 6.6.5 – Doctorkoi’s website
6. APONJON: Aponjon is a mobile and SMS-based digital healthcare offering focused on

expecting mothers and their babies. Designed for pregnant women, new mothers, and families, the
service sends subscribers behavior change communication messages via mobile on a regular basis.
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Figure 6.6.6 – Aponjon’s website
7. BHALOTHAKUN: Bhalothakun’s goal is to improve the health and well-being of families in

Bangladesh—the website offers health guides, preventative tips, as well as online prescription
fulfillment. The company focuses on patient privacy, offering customers a service delivery model
that ensures safety and security.
Figure 6.6.7 – Bhalothakun’s website
8. JOLPIE: Jolpie’s digital healthcare offering allows users to easily book appointments with
qualified doctors and specialists. To date, the company has over 2000 verified doctors in their
network and over 4,000 registered users.
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Figure 6.6.8 – Jolpie’s UI
9. CRITICAL LINK: Critical Link is a Dhaka-based social enterprise that was one of the winners
of the 2015 The World Summit Awards in Health. The organization aims to save lives by
connecting trained, volunteer first responders to accidents and emergencies via its mobile app.
Figure 6.6.9 – Critical Link’s UI
10. AUGMEDIX: Based in Bangladesh and San Francisco, Augmedix focuses primarily on
developing Google Glass-based, hands-free medical and healthcare solutions. The company
currently supports doctors in over 30 U.S. states and has partnered with healthcare providers like
Sutter Health, Dignity Health, TriHealth, to name a few.
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Figure 6.6.10 – Augmedix’s usage
11. CMED: CMED has developed an ecosystem of medical devices powered by a cloud-based
health monitoring system. The company’s suite of integrated smart medical devices is connected
and controlled via an accompanying mobile app, allowing for better security, data transmission,
and security than traditional tele-health monitoring systems.
Figure 6.6.11 – CMED’s features
6.7 Findings
Industry have good number of competitors but LACKS NOTABLE DIGITAL
PRESENCE. Hence, the low awareness among the target audience.
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6.8 Target Customers
Age 20-50
Gender Male and female
Demographic Urban and semi-urban
SEC (Social economic class) A+, A, B+, B
Key audience Decision Makers
Education level HSC/A-Level (minimum)
Other insights about our target group:
• 39% of the total Facebook users in Bangladesh

• Breakdown: Male- 84% & Female- 16%
• Spends minimum 1 hour online
• Audience size: 7million-8million (Approximately)
6.9 Consumer Portrait
‘’I am a 30-year-old working woman, living in Dhaka with my husband and a kid. I am accustomed
to my busy life and I ensure home style healthy food for my family.
I love to hang out with my family members and friends. I value my leisure time at home very much
and tend to seek entertainment from different media touch points. ‘’
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Chapter 7
Digital Marketing
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7.1 Different Scopes of Digital Marketing
Before we look at the benefits of digital marketing, let’s take a quick snapshot of some of the key
forms of it at present:
7.2 Websites and SEO content
The main reason that it is important for businesses to have a website is how people are likely to
find them. These days most people will go online and research products and companies before
they make a purchase, if they don't have a website they are missing out on all of this potential
business. Even if people don't buy your product online they are still likely to research it online so
they have to have a website so these people can learn about their business.
A website will not only give Tonic credibility but it will also help to give the impression that their
company is bigger and more successful than it may actually be. One of the great things about the
internet is that the size of the company does not really matter. There is no reason that Tonic can't
get their site to rank in Google ahead of a large multinational competitor and funnel off some of
their traffic. This is a big part of the reason that a website is even more important for a small
business than a big one, it tends to level the playing field.ix (Superwebanalyst, 2009)
Statistical benefit
Search engine optimization or SEO in short, is a set of rules that can be followed by website (or
blog) owners to optimize their websites for search engines and thus improve their search engine
rankings.
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In addition, it is a great way to increase the quality of Tonic’s website by making them user-
friendly, faster and easier to navigate.x (Alex Chris, 2016)
Figure 7.2.1: Mobile Web Usgae Growingxi (Keycdn, 2016)
Search engine optimization is essential because:
➢ The majority of search engines users are more likely to click on one of the top 5 suggestions
in the results pages (SERPS), so to take advantage of this and gain visitors to the web site
➢ SEO is not only about search engines but good SEO practices improve the user experience and
usability of a web site.
➢ Users trust search engines and having a presence in the top positions for the keywords the user
is searching, increases the website’s trust.
➢ SEO is good for the social promotion of Tonic’s web site. People who find the website by
searching Google or Yahoo are more likely to promote it on Facebook, Twitter, Google+ or
other social media channels.
➢ SEO is important for the smooth running of a big website. Websites with more than one author
can benefit from SEO in a direct and indirect way. Their direct benefit is increase in search
engine traffic and their indirect benefit is having a common framework (checklists) to use
before publishing content on the site.
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➢ SEO can put Tonic ahead of the competition. If two web sites are selling the same thing, the
search engine optimized web site is more likely to have more customers and make more sales.xii
(Alex Chris, 2016)
Statistical benefitxiii (Imforza, 2016)
• 93% of online experiences begin with a search engine.

• Google owns 65-70% of the search engine market share.
• 70% of the links search users click on are organic
• 75% of users never scroll past the first page of search results
• SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print
advertising) have a 1.7% close rate
7.3 Blogs
Tonic can open a blog to get the following advantages –
• It helps Drive Traffic to the website

Every time a blog post is published, it's one more indexed page on the website, which means it's
one more opportunity for Tonic to show up in search engines and drive traffic to the website in
organic search.
• It helps convert drive traffic into leads

Just like every blog post is another indexed page, each post is a new opportunity to generate new
leads. These new leads can be generated through putting a CALL-TO-ACTION for each page. The
process works by –
– Visitor comes to website

– Visitor sees call-to-action for a free offer
– Visitor clicks call-to-action and gets to a landing page, which contains a form for
them to fill in with their information
– Visitor fills out form, submits information, and receives the free offer
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• It helps establish authority
The best business blogs answer common questions their leads and customers have. If Tonic
consistently creates content that's helpful for your target customer, it'll help establish them as an
authority in their eyes. This is a particularly handy tool for Sales and Service professionals. xiv
(Corey Wainwright, 2015)
Statistical Benefitsxv (Corey Wainwright, 2015)
• B2B marketers that use blogs receive 67% more leads than those that do not.
• Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
• By 2020, customers will manage 85% of their relationships without talking to a human.
• Companies who blog receive 97% more links to their website.
7.4 Internet Banner ADs
The benefits of online banner ads arexvi (Jim Orrill, 2016) -
Building Brand Recognition
While banner advertising ideally generates immediate sales, its role in building brand recognition
makes the ads a useful marketing tool even when Web surfers don't click the banner. Banner ads
are effective in progressing a potential customer from unawareness of your product or service to
"top-of-mind" awareness, in which your brand is the first that comes to a buyer's mind.
Flexible Pricing Structures
Traditionally, sellers of advertising space charged the advertiser based on the number of visitors
who click the ad, and while that price structure is still common, some plans allow you to pay a set
fee per specific result, such as a customer completing a survey or making a purchase. Advertisers
can also buy space through real-time bidding, giving them a chance to purchase prime advertising
space at a low bid, while providing complete control over the websites on which their banners
appear.
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Effective Audience Targeting
By collecting data from a browser's cookies, advertising venues can access information from a
Web surfer's browser to display ads corresponding to the surfer's previously expressed interests,
allowing advertisers to target specific demographics.
Statistical benefitsxvii (Khalid Sheikh, 2016)
• Around 95% of Google’s revenue comes from online advertising.

• The average person is served over 1,700 banner ads per month.
7.5 Pay-per-click (PPC) advertising
Here are five reasons why PPC marketing can be worthwhile for Tonic:
1. You only pay when an interested person clicks. One of the reasons PPC is so
straightforward is because you know exactly where your dollars are going, and you only pay
when an interested party clicks on the ad.
2. You set your budget to control costs. Speaking of budgets, with pay-per-click, you set the
budget to your needs. You can put a cap on what you spend daily, and it’s flexible for you to
change at any time. That doesn’t mean you can expect to see huge results with a limited
budget, of course; it all depends on how competitive the keyword and industry are.
3. You can reach your target consumer at the right time with the right ad. With PPC’s
location targeting and delivery options along with device-specific preferences (like mobile),
you can deliver very specific messages to your target consumer at prime time when they are
close by.
4. Unlike organic search, PPC can show results very quickly. We all know how important
organic search traffic is for long-term website marketing; however, it has a longer cycle to
prove ROI. PPC can show results fast.
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5. PPC data can inform your other marketing channels. Does your search engine
optimization (SEO) team want to know if a particular keyword or set of keywords is
converting well? PPC can tell them.xviii (Pauline Jakober, 2014)
Statistical Benefitsxix (Ashley Wilson Rew, 2016)
• On average, 41% of clicks go to the top 3 paid ads on the search results page.
• PPC visitors are 50% more likely to purchase something than organic visitors.
• Search ads can increase brand awareness by 80%.
• Display advertising has proven to increase traffic to websites by 300%.
7.6 Email marketing
5 reasons for Tonic to start an email marketing campaign:
1. Email Marketing is Targeted
With email marketing, Tonic will have the ability to control exactly who sees an email by
segmenting your contacts based on their lead status, demographics, location or any other data.
Targeting emails ensures that your audience receives content suited specifically to his/her needs.
2. Email Marketing Increases Brand Awareness
With strategic planning, smart design and targeted content, your business will consistently build
value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs
products or services, your business stands a much better chance of turning those leads into clients
and clients into loyal customers.
3. Email Marketing is Easily Shareable.
With the simple click of the forward button, subscribers can share your deals, offers and news with
their friends. Subscribers who share your emails are acting as brand advocates. Therefore, when a
subscriber shares an email with friends, your brand gains more exposure and credibility.
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4. Email Marketing is Measurable
Analytics are indispensable to measuring the success of any campaign. Many marketing channels
present ambiguous and estimated results. Email marketing, on the other hand, draws precise and
valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber
retention rates. Even better: these metrics are more than just numbers and percentages. They are
insights about your customers behaviors and interests. Use your email marketing campaign as a
tool to monitor which information your consumers are most responsive to. From there, you can
further target your marketing strategy towards more successful campaigns and topics of interest.
5. Email Marketing is Cost effective
Perhaps the most appealing advantage of email marketing is the return on investment. No print
costs, no postage fees, no advertising rates. Email marketing is as affordable as marketing gets. xx
(Fatrabbitcreative, Online)
Statistical benefitsxxi (Aaron Beashel, 2014)
• The total number of worldwide email accounts is expected to increase to over 4.3 billion
accounts by year-end 2018.
• There are 3x more email accounts than Twitter and Facebook accounts combined.
• Knowledge workers on average spend 13 of their working hours each week in their email
inbox.
• 70% of email readers open emails from a brand or company in search of a deal, discount,
or coupon.
• One study showed that email is the second most used marketing tool (after a company
website) for B2B companies.
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7.7 Social media marketing
Tonic is active on a number of digital fronts, mainly Facebook though. Here are the benefits of
using the digital space in generalxxii (Emily Copp, 2016)
1. Gain valuable customer insights
Social media generates a huge amount of data about your customers in real time. Every day there
are over 500 million Tweets, 4.5 billion Likes on Facebook, and 95 million photos and videos
uploaded to Instagram. Behind these staggering numbers is a wealth of information about your
customers—who they are, what they like, and how they feel about your brand.
2. Increase brand awareness and loyalty
When you have a presence on social media, you make it easier for your customers to find and
connect with you. And by connecting with your customers on social, you’re more likely to increase
customer retention and brand loyalty.
3. Run targeted ads with real-time results
Social ads are an inexpensive way to promote your business and distribute content. They also offer
powerful targeting options so that you can reach the right audience. For example, if you run an ad
campaign on LinkedIn, you can segment by things like location, company, job title, gender, and
age—the list goes on. If you’re running a Facebook ad, you can target based on location,
demographics, interests, behaviors, and connections. You can track and measure the performance
of your social ads in real time.
4. Generate higher converting leads
Social media increases sales and customer retention through regular interaction and timely
customer service. In the 2015 Sales Best Practices Study from research institute MHI Global,
world-class companies rated social media as the most effective way to identify key decision
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makers and new business opportunities. In the State of Social Selling in 2015, nearly 75 percent
of companies that engaged in selling on social media reported an increase in sales in 12 months.
5. Provide rich customer experiences
Even if you aren’t on social media, most of your customers expect you to be. Over 67 percent of
consumers now go to social media for customer service. They expect fast response times and 24/7
support—and companies that deliver win out.
6. Increase website traffic and search ranking
One of the biggest benefits of social media for business is using it to increase your website traffic.
Not only does social media help you direct people to your website, but the more social media
shares you receive, the higher your search ranking will be.
7. Find out what your competitors are doing
With social media monitoring you can gain key information about your competitors. This kind of
intel will allow you to make strategic business decisions to stay ahead of them.
8. Share content faster and easier
In the past, marketers faced the challenge of ensuring their content reached customers in the
shortest possible time. With the help of social media, specifically when it comes to sharing content
about your business or for content curation, all you need to do is share it on your brand’s social
network accounts.
9. Geotarget content
Geo-targeting is an effective way to send your message out to a specific audience based on their
location. Social networks like Facebook and Twitter have tools that allow you to communicate
the right kind of content to your audience.
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10. Build relationships
Social media isn’t about blasting your company’s sales pitch on social, it’s a two-way channel
where you have the opportunity to enrich relationships with your customers. For example, social
media allows tourism brands to create dialogue with travelers, therefore creating relationships
with customers before, during, and after they have booked a trip with the company. This kind of
social media dialogue between brands and customers is something traditional advertising cannot
achieve.
Statistical benefitsxxiii (Tom Pick, 2016)
• The average person now spends more time online than with TV and all other media
(newspapers, magazines, etc.) combined.
• Social ad spending has doubled over the past two years
• Digital marketing spend is forecasted to account for 35% of total budgets in 2016.
7.8 Mobile marketing (SMS, MMS, etc.)
In today’s business world, it is impossible to survive without aggressive marketing. But since
marketing agencies are not inexpensive, it is very important to choose the right strategy from the
start. Here is why Tonic could start mobile marketing:
• Cost efficiency.
You don’t have to spend hundreds of thousands of pounds to reach your customers via their
mobile phones. On the contrary, it is one of the most affordable ways to advertise your products
or service, build a brand name and boost loyalty.
• Efficacy.
Unlike other low-cost marketing options such as sending e-mails that virtually have no effect
because they are deleted without being even opened, mobile marketing such as sending SMSs
is very effective because over 90 percent of mobile phone owners read every SMS they receive.
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• Reach the targeted audience.
Every business wants to reach a specific group of consumers to benefit from marketing
campaign. And this is why mobile marketing is one of the most effective marketing strategies.
In order to be able to reach mobile users, you need to have their phone numbers and permission
to send them promotive material. As a result, only those who are interested in your products
or service will give you their phone number. Mobile marketing thus enables you to reach more
potential buyers at a considerably lower cost than other marketing methods such as TV or radio
ads, billboards, etc.xxiv (Mmaglobal, 2013)
Statistical benefitsxxv (Chris Warden, 2016)
• 4 out of 5 consumers use smartphones to shop

• 70% of mobile searches lead to online action within an hour.
This is far from an exhaustive list, and new forms of digital marketing, such as augmented reality,
are arriving all the time.
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Chapter 8
Benefits of Digital Marketing
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8.1 Why Digital Marketing?
First of all, digital marketing is infinitely more affordable than traditional offline marketing
methods. An email or social media campaign, for example, can transmit a marketing message to
consumers for the merest fraction of the cost of a TV ad or print campaign, and potentially reach
a wider audience.
But one of the main benefits of conducting your marketing digitally is the ease with which results
can be tracked and monitored. Rather than conducting expensive customer research, you can
quickly view customer response rates and measure the success of your marketing campaign in real-
time, enabling you to plan more effectively for the next one.
Perhaps the strongest case for incorporating a digital element into your marketing is that digital
media forms are quickly overtaking traditional forms of information consumption.
The bottom line is, the digital age is here, and those businesses that fail to adapt to the new
marketing climate are at great risk of going extinct sooner rather than later.
8.2 Current Scenario
Whether it is product or a service, you just can’t under estimate the power of digital marketing.
The current age where we live, it is fully dedicated to digital media and so when you are marketing
or advertising then you must not forget that there has to be online marketing too.
What makes a difference?
Almost everyone would use the online and social media these days. Also, there have been many
people who would just like surfing and checking what’s on the web. Thus, you can see that almost
everyone would come online once a day at least. In fact, some people stay online whole day.
Keeping these facts in mind, you just can’t leave digital marketing alone when it comes to
marketing the product or service.xxvi (IBMA Digital, 2016)
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8.3 Statistics
The most popular social networks
This compilation of the most popular social networks worldwide prepared by Statista gives a clear
picture with Facebook ruling supreme. This won't be a shock to anyone! With over 1,870 million
active users, it holds an 18% market share, 7% more so than its closest competitor, the Facebook-
owned, WhatsApp.
Figure 8.3.1 – Popular social media platofrmsxxvii (Statista, 2016)
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The fast-growing social networks
Every marketer has limited time for social media marketing, so which social network should you
focus your efforts on? This compilation from Statista on the growth of Twitter shows how it
compares to Facebook, WhatsApp and China's WeChat.
Figure 8.3.2 – Fast growing social networksxxviii (Dave Shaffey, 2018)
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The most engaging social network
Another factor which determines the time we put into social media marketing is the engagement
of the audience. Here we again see the dominance of Facebook - it's also got the greatest
engagement in time according to this insight from the US consumer panel from comScore.
Figure 8.3.3 – Fast growing social networksxxix (Dave Shaffey, 2018)
What is the overall Social Media usage globally?
We also want to highlight the great summary of social media and mobile stats from WeAreSocial
Singapore, which is mainly extracted from GWI who they partner with.
For statistics on the social network usage and growth, we recommend Global Web Index (GWI)
as one of the most reliable research sources of social media statistics to compare consumer use and
engagement across different social networks. Research is conducted in quarterly waves, each of
which has a global sample size of more than 40,000 internet users. Many other social media
research programs are no longer active. Although Global WebIndex is a paid subscription service,
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their blog provides useful insights on digital consumer behavior and the Global Web Index
SlideShare gives the latest top-level summaries which we share later in this compilation.
Each year, We Are Social update their massive global compendium of stats which gives some
great insights into the world of social media. It's a great download for presentations. It's particularly
interesting how far some countries are diverging in terms of social media use, and surprising that
Western Countries are actually lagging a fair way behind in adoption rates.
Figure 8.3.4 – Global usage of social mediaxxx (Dave Shaffey, 2018)
Annual growth continues apace, particularly in the number of mobile social users, which hit 17%
last year.
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Chapter 9
Telenor Health’s Tonic
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9.1 Telenor Health’s Tonic And Digital Marketing
The channels they currently use -
9.1.1 Facebook
Facebook is the biggest social network on the web, both in terms of name recognition and total
number of users. With nearly 1.8 billion active users, Facebook is a great medium for connecting
people from all over the world with your business. xxxi (Daniel Corcione, 2018)
Tonic is not much active in this platform. They post twice to thrice a week, with most of the
contents being static posts. The number of likes on the page is very low as well as the
engagement per post.
Likes 33,895
Likes growth 7.85%
PTAT 30
Engagement rate 2.8%
Analyzing the Facebook page of Tonic, it was seen that they post on the basis on mainly 4 types
of contents. They are –
1. PRODUCT POST
The posts are about the product describing its:
• Price & availability
• Product benefits
• Usage
• Offers
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Figure 9.1.1.1 – Tonic Product post
2. Special days/Real-Time-Marketing
Tonic posts about the different remarkable days and the happenings, such as 14th April (special
day) and Shakib Al hasan’s double century (Real time marketing).
Figure 9.1.1.2 – RTM post
53 | P a g e
3. Health Tips
Regular health tips for the followers to stay educated about various health concerns.
Figure 9.1.1.3 – Health Tips post
9.1.2 YouTube
Figure 9.1.2.1 – YouTube Channel
54 | P a g e
Tonic is not active at all in YouTube, with only 4 videos published in the last 4 months, with an
average view of 225.
9.2 SWOT Analysis

STRENGTH WEAKNESS
• Good brand image – Telenor Group • Unreliable operation – The lack of
has a good brand image in the mind of reliability of the operation sector can
the customers affect the quality of Tonic and its
• Outlook – Tonic has a Funky outlook promised features
which can play a pivotal role in the • Lack of experience in this category –
mind of the customers Telenor Health has no experience in
the health industry
OPPORTUNITIES THREATS
• To be the market leader – Tonic can • Switcher behavior of the target
become the leader in the Digital audience – Customers tend to switch
healthcare sector brands quickly
• Utilize digital space – Competitors • People might see this as another
lack notable presence in the digital insurance company and back out.
space
• Health concern – People nowadays are
more concerned about health issues
than ever
55 | P a g e
9.3 Analysis Tree
Decision Tree Analysis is used to evaluate the best option from a number of mutually exclusive
options when an organization is faced with an investment decision. The finance team can use this
tool while evaluating a number of potential options, such as which product or plant to invest in, or
whether or not to invest in a new initiative.xxxii (SMStudy, 2016)
Similarly, Tonic needs performance analysis in digital marketing occurs under one of two
scenarios.
One involves experimentation, where hypotheses are formed and tested against control groups. In
this case, interpreting results is relatively straightforward, since almost all of the work was
completed during the planning phase.
The other scenario — appearing far more often in reality — is when performance changes occur
under uncontrolled situations, and there is a myriad of different factors that could have impacted
the change.
One preferred approach to this type of investigation falls could be under a method known as Root
Cause Analysis (RCA), which is used across a number of industries and business functions to
determine causal factors of events and to identify appropriate response actions.
One way of conducting RCA analysis involves a causal factor tree, linking higher-order outcomes
to lower-order causes. For marketing, this can be represented as a hierarchy of KPIs and metrics.
One example of such a tree for paid search is shown below.
56 | P a g e
9.3.1 Telenor Health’s Tonic and Analysis Tree
The objective behind this approach is to break down higher-level KPIs into more manageable,
foundational metrics, each of which is only impacted by several factors at a time. This will allow
Tonic to better assess which factor(s) contributed to a performance impact.
The ultimate goal of Tonic is to earn revenue, and that depends on the spending and the return
because of that spending. Hence Tonic should set “spending” and “ROI” as KPI’s so that they
don’t exceed what they are supposed to spend and also ensure that they get their desired return on
that spending,
The spending depends on the clicks, as most of the ads are in the form of pay-per-click format.
This approach is applicable not only to paid search, but for any digital marketing channel with a
hierarchy of metrics. For instance, metrics such as impression frequency come into play for
programmatic display and social, whereas other metrics like position fall off.
57 | P a g e
Finally, the key drivers are how good the campaign plan is, how good the budget is, how is Tonic’s
positioning and ultimately the quality of the product.
9.4 Importance of Granular Analysis

In a live campaign, external factors such as market competition, seasonality, and inventory changes
are constantly affecting performance, creating results that can be misleading when observed on a
higher level.
While controlled experiments provide a definitive answer to any single question, there is often not
enough time or budget to design and set up experiments for all initiatives executed against, and
they cannot help with spontaneous performance changes.
RCA represents a data-driven approach for Tonic for breaking down the chaotic digital marketing
environment and identifying the root cause(s) behind performance changes. Over a long term, this
leads to more accurate learnings and better optimization.
58 | P a g e
Chapter 10
Recommendation
59 | P a g e
Based on the findings of the most popular and helpful social media platforms at the moment and
the channels Tonic uses, here are the scope of improvement for them.
10.1 Facebook
Tonic should focus on increasing the number of posts, create variation on the type of post content
and publish on a wider range of content types.
Content type
Milestones
We take pride in being Bangladeshi. The pride is doubled on achieving special milestones. Be it
an achievement in cricket, science, or education- people take inspiration from these victories and
seek to go beyond their personal struggle.
Tonic should share contents of these achievements and different stories.
Figure 10.1.1 – Tonic Milestone post sample
60 | P a g e
Partner List
Tonic should also highlight who their partners are to let people know where they can enjoy the
benefits of Tonic.
Figure 10.1.2 – Tonic Partner sample
Comic Strips
Regular uploads of comics in form of some organic characters should do them good in gaining
more reach.
Figure 10.1.3 – Tonic comic strip sample
61 | P a g e
10.2 Social media campaign
Tonic should execute a social media campaign to make a strong mark in the digital space, as it is
very hard to stay in the top of the mind of the target audience through regular Facebook posts.
Campaign details –
Insight • Mothers want the best for us, we often take them for granted
• Youth are self-centered
Objective To remind the Youth that mothers are selfless and Tonic respects family
values, which is integral for healthy living
Big Idea • Create a platform where we will be bringing out the self-
centeredness of the youth and how their mothers are selfless.
• Provide a chance to do something for their mother.
Phase 1 • We will ask the audience to participate in a contest by answering a
very simple question, “মায়ের হায়ের প্রিে রান্না ক ানটি?”
• We will choose 5 random participants.

• We will ask them to fill up a form about his/her mothers and join us
for a special surprise.
• Upon joining, we will ask the chosen peoples, “েুপ্রম প্র জায়না কোমার মায়ের
প্রিে খাবার ক ানটি?”
• Respondents will be organized as such that they will not know the
answer.
• Then we will give him the answer collected before from his
mothers.
Phase 2 • After talking with the participants, we will make a plan on to
surprise their mothers by cooking a special diner for his/her mothers.
• Tonic will provide all the required ingredient.
• A celebrity chef will assist the participants cook the liked dish.
• We will make a video story and publish in Tonic’s digital platforms.
Execution date: Mother’s Day, 8th May, 2018
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10.3 Pre-roller ads
Using Google AdWords, one can roll any of their YouTube videos before the videos viewers on
YouTube want to watch. When one goes to watch a video and suddenly here's a commercial. They
have to watch for five seconds, and then they can hit “Skip Ad”. They call it in-stream
advertising.xxxiii (Brian Carter, 2016)
YouTube pre-roll is a top of the funnel type of digital marketing, used mainly to raise
awareness and partly to drive website traffic. It can also be used for lead generation. Tonic may
get some sales right away, but it’s not as immediate as AdWords search ads are.
10.4 Viber
Through Viber, Tonic sends -

Marketing messages – for their products, services or anything else they want the world to know
about.
Notifications – for any type of service, they can integrate our Viber Notification and Marketing
through our API, simple and easy to use.
Person to Person Conversation –they can use their service to open a Viber conversation with a
subscriber, and also receive their answers.
10.5 Google-ad-network
Tonic can show their ads on Display Network websites to specific groups of people, e,g, those who
have previously visited their site by creating a remarketing campaign. To reach specific audiences
ready to make a purchase in a specific product or service area, you they use in-market audiences.
10.6 Blogs
To increase customer interaction & on-site SEO- launching a blog is critical. Tonic can publish
Healthy recipes or Health tips in the blog and share it in social media.
In addition, there will be a blog section with contents on:
63 | P a g e
– health benefit tips,
– suggestions from renowned doctors
– different problems call to action in details.
10.7 Media buying
To maximize the effectiveness of the ads, little research on the customer needs to be done so that
you know exactly who you want to reach. Facebook will allow to narrow down the audience based
on a whole slew of demographics such as age, gender, location, and even specific interests and
behaviors. Facebook then uses these parameters to estimate the size of the target audience.
Based on a daily or lifetime budget that they set, Facebook serves the ads to that audience and
charges either by clicks or impressions (on choice). Cost Per Click (CPC) measures the number of
clicks, while Cost Per Impression (CPM) measures each time your ad is shown, regardless of
whether it is clicked.
So, Tonic should go for media buying to increase the number of page likes as well as reach only
those who are the potential customers.
64 | P a g e
Chapter 11
Conclusion
65 | P a g e
11.1 Conclusion
While more companies are recognizing the importance of digital marketing, they are, as a result,
facing the challenge of developing knowledge and expertise in this area. A recent survey conducted
as part of the 2016 Digital Trends Briefing showed that although two thirds of respondents wanted
to get their digital marketing journey started, only 23% felt they had the right technology to
succeed, while others worried that lack of skills were a major issue. The great news, especially for
small and medium sized companies, is that the biggest trend in online marketing is to harness the
power of social media – and this is a particularly accessible type of technology.
So, it is important for Tonic to accept and embrace the importance of online marketing for success
is a crucial step forward and to really step up they need to cast a critical eye over the company’s
capacity to make the most of digital promotion. Having the right people onboard whether in-house
or using the skills of external consultants is critical to developing and executing an effective online
marketing campaign. They are not alone in their desire to improve their marketing reach and
without decisive action you may be overtaken by business rivals.
11.2 Limitations
Some of the information was not disclosed for confidential matters as per company rules and
guidelines. At times my supervisor found it tough to give enough time for guidance due to his
important company meetings and commitments, understandably. The time frame is very short also
to completely understand the overall functioning of digital media.
66 | P a g e
References
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Company profile of Jarvis Digital. Retrieved from the website of Jarvis Digital.
Website: http://www.jarvisdigitalbd.com/
Accessed on: 15th February, 8.37pm
ii
Definition of Mission statement of a company. Retrieved from the website of Business
Dictionary.
Website: http://www.businessdictionary.com/definition/mision-statement.html
iii
Mission Statement of Jarvis Digital. Retrieved from the website of Jarvis Digital.
iv
Definition of Mission statement of a company. Retrieved from the website of Business
Dictionary.
Website: http://www.businessdictionary.com/definition/vision-statement.html
v
Vision Statement of Jarvis Digital. Retrieved from the website of Jarvis Digital.
vi
What Jarvis Digital does. Retrieved from the website of Jarvis Digital.
Website: http://www.jarvisdigitalbd.com/#ourExpertise
vii
Client list of Jarvis Digital. Retrieved from the website of Jarvis Digital.
Website: http://www.jarvisdigitalbd.com/#divOurProjectsHeader
viii
Definition of Positioning. Retrieved from the website of Wikipedia.
Website: https://en.wikipedia.org/wiki/Positioning_(marketing)
Accessed on: 21st February, 10.58am
ix
Importance of Website. Retrieved from the website of Superweb.
xi | P a g e
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Business.php
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x
Definition of SEO. Retrieved from the website of Reliablesot.net.
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important/
xi
Mobile website usage. Retrieved from the website of Keycdn.com.
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xii
Benefits of SEO. Retrieved from the website of Reliablesot.net.
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important/
xiii
Statistical benefits of SEO. Retrieved from the website of imforza.com.
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xiv
Blog. Retrieved from the blog of Hubspot.com.
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ht#sm.001kjcv161ct1cppxvs1t1vo4w2ox
xv
Statistical benefits of Blog. Retrieved from the blog of Hubspot.com.
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2015#sm.001kjcv161ct1cppxvs1t1vo4w2ox
xvi
Advantages of online banner ads. Retrieved from the website of Chron.
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xvii
Statistical benefits of Online banner ads. Retrieved from the website of Invesp.
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xviii
Usage of PPC. Retrieved from the website of Search Engine Land.
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xix
Statistical benefits of PPC. Retrieved from the website of protocol 80, Inc,
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Benefits of E-mail marketing. Retrieved from the website of fatrabbit Creative.
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xxi
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xxii
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xxiii
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xxiv
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xxv
Statistical benefits of Mobile Marketing. Retrieved from the website of Carnival.io.
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xxvi
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xxvii
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xiii | P a g e
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xxviii
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xxix
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xxx
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xxxii All about Decision Tree Analysis. Retrieved from the Website of SMStudy.
Website: https://www.smstudy.com/Article/Know-All-About-Decision-Tree-Analysis
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rock-how-to-take-advantage-of-them/
xiv | P a g e
APPENDIX
1) How do consumers conduct product research?

A. Research websites
b. Ask friends and family
c. Research on the spot just before making a purchase.
2) Which form of web browsing is the most popular? _____

a. Mobile Web Browsing
b. Desktop Web Browsing
c. Tablet Web Browsing
3) How likely is it for consumers to go beyond the first page of search result? _____
a. Very Unlikely
b. Unlikely
c. Likely
d. Very Likely
4) Does Tonic run a full-fledged blog? _____

a. Yes
b. No
5) How likely is it for a visitor to make a purchase or sign up for a service after reading a
blog_____
a. Very Unlikely
b. Unlikely
c. Likely
d. Very Likely
6) Which medium of digital advertising offers the benefits of effective audience targeting and
flexible pricing structures? __
a. Blogs
b. SEO
c. Banner Ads
7) Which medium of digital advertising offers the benefits of cost control and fast ROI view?
a. Blogs
b. PPC
c. Banner Ads
8) For increasing B2B sales, which form of advertising must Tonic embrace? _____
a. Email marketing
b. Blogs
c. SEO
xv | P a g e
9) For developing relationships and improving targeting in advertising, Telenor should opt for
which medium? _____
a. Social media marketing
b. SEO
c. Banner Ads
10) How active is Tonic in Facebook? _____

a. Very Active
b. Moderately active
c. Barely active
11) What are the two most prominent strengths of Tonic? _____
a. Brand Image
b. Funky Outlook
c. Price Competitiveness
d. Product assortment
12) What are the two most prominent weaknesses of Tonic? _____
a. Reliability issues
b. Lack of experience
c. Poor service quality
d. Product benefits are not up to the mark
13) What are the two most prominent opportunities that Tonic can exploit? _____
a. People are becoming more health conscious
b. When it comes to medical services, consumers put the highest priority on brand
image which Tonic has
c. Unutilized digital space
d. High costs of market entry
14) What are the two most prominent threats facing Tonic? _____
a. Consumers tend to switch brands quickly
b. Large conglomerates may enter this industry
c. People might see this as another insurance company and back out.
d. Regulations may make it difficult to scale operations.
15) Which form of Facebook posts does Tonic need to consider urgently? _____
a. Product Posts
b. Milestone Posts
c. Health Advice Posts
16) Does Tonic’s marketing efforts lack an emotional spark? _____

a. Yes
b. No
xvi | P a g e
17) How can Tonic generate more leads from YouTube? _____
a. Using YouTube Pre-Roll
b. Launch a weekly health show
c. Make YouTube exclusive content
18) How can Tonic make Viber marketing more interactive? _____
a. Person to person Conversation
b. Integrate notifications
c. Push messaging
19) How can Tonic boost its SEO rankings? _____

a. Engage in more content marketing
b. Expand its social media presence
c. Media buying
20) How can Tonic re-reach visitors who don’t engage much but are potential leads?
a. Advertise on display network websites
b. Increase blogging
c. Boost SEO
xvii | P a g e

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INTERNSHIP REPORT ON

DIGITAL MAKRETING AND TELENOR HEALTH’S TONIC: A

Lecturer Md. Mahedi Hasan

Bangladesh University of Professionals

Lecturer Md. Mahedi Hasan

Subject: Submission of internship report.

I am deeply indebted to my Internship Program to Lecturer Md. Mahedi Hasan, Faculty of

Figure No. Title Page

Internship Program of Bangladesh University of Professionals is an undergraduate program

The internship program and the study have following purposes:

1.2 Background of the study

1.3 Significance of the study

1.4 Operational Definition

1.5 Problem statement

1.6 Objectives of the Report

The objective can be classified into two types:

2.3 Literature Review based on Different Regions

2.4 Literature Review based on Methodological Aspects

2.6 Stating the Research Gap based on Literature Review

2.7 Previous Study

3.1 Selection of the Topic:

3.2 Study area and target population:

3.3 Data and list of variables:

3.5 Research method:

3.6 Analytical Framework of research:

Figure 3.6.1: Research Framework

4.2 Inferential analysis:

4.3 Summary of result:

5.2 Jarvis Digital’s Mission

(1) serve as filters to separate what is important from what is not,

5.3 Jarvis Digital’s Vision

Figure 5.3.1 – Vision of Jarvis Digital

5.4 Jarvis Digital’s Expertise

5.4.2 Graphical Wizardry

5.4.3 Technical Powerhouse

100 100 100 100 100

Figure 5.4.3.1 – Technical Powerhouse

5.5 Company Profile of Jarvis digital

+880 447 8428 777

1st floor, 133A, block A, Road 3, Niketan,

Figure 5.5.1 – Company Profile

5.6 Key Clients

5.7 Goal of the Organization

5.8 Strategic Objectives

5.10 Departments of Jarvis Digital

Figure 5.11.1 – Daily Activities

Internal Managerial responsibilities are looked after by Admin and HR team.

5.12 Responsibilities of Different departments

5.12.2 Content Team

5.12.3 Strategy Team

5.12.4 Client service Team

The membership includes:

6.4 Application of Tonic

The uses of Tonic are -

To increase awareness about the presence of “Tonic” by:

- Establishing its features (healthcare offerings, cost-effectiveness and premium quality)

- By communicating the features that someone might be missing out on.

Figure 6.6.1 – Doctorola’s website

Figure 6.6.2 – Jeeno’s Service

Figure 6.6.3 – Maya’s UI

Figure 6.6.4 – Healthprior21’s website

5. DOCTORKOI: DoctorKoi is an online healthcare service that features a database of

Figure 6.6.5 – Doctorkoi’s website

6. APONJON: Aponjon is a mobile and SMS-based digital healthcare offering focused on

7. BHALOTHAKUN: Bhalothakun’s goal is to improve the health and well-being of families in

Figure 6.6.7 – Bhalothakun’s website