Mkt 337 Report

MARKS OBTAINED:

Report title: Agency Report on Level Crossing LTD.

Group name: One Dollar Project

Section: 3

Semester: Spring

Year: 2019

Comments by instructor
 Agency Report on
LEVEL CROSSING LIMITED

SUBMITTED TO

Mr. Emran Mohammad (EMD)

Lecturer, Department of Marketing & International Business,
North South University.
 SUBMITTED BY
TEAM: ONE DOLLAR PROJECT

Name & ID

1. NUSRAT JAHAN RIMI 1621494030

2. MD. EHASAN KANIR EMON 1721639030
3. MOHAMMAD ASIFUR RAHMAN 1721656630
4. MD. ASIF BIN ZAHIR 1731701630
 DECLARATION OF AUTHENTICITY

We, the undersigned students of North South University, declare that this project is our original
work, gathered and utilized especially to fulfil the purposes and objectives of this study, and has
not been previously submitted to any other university for a higher degree. I also declare that the
publications cited in this work is also valid and relevant to the report.
Furthermore, we would oblige to the penalty of a 10% mark deduction or even cancellation of
report in severe cases if there is any proof of forgery found in our report.

Name in Block Signature & Date

1. __________________________ _________________________________

2. __________________________ _________________________________

3. __________________________ _________________________________

4. __________________________ _________________________________
Acknowledgment

We would like to thank Mr. Emran Mohammad (EMD), lecturer of Marketing Department of
North South University for giving us the opportunity to do an agency report with the knowledge
we’ve gotten from his classes. Without his guidance, it would not be possible to finish the project
within this short period of time.

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Executive Summary

Level Crossing is an ad making agency which started their journey in 2013. Mr. Saidur Khondokar
is the CEO of Level Crossing. Being a new agency, they are pretty successful in their field. They
started working for BTL but now they are also focusing on ATL. Both multinational and local
companies are served by them in which many of the companies are renowned in Bangladesh. The
served companies like bKash, Grameenphone, Airtel etc. They have a creative director who
overviews the whole process of work. As Bangladesh is becoming digitalised, they are planning
to expand their business in digital marketing field. This report will portrait their position in market,
their recent and current projects, how they work as a company and what types of motivation they
provide to their employees. In order to be a successful agency, they had to go through ups and
downs which leaded us to include a SWOT analysis of the agency based on the information we
are provided.

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Table of Contents

Background ................................................................................................................................................. 1
Position in BD Market ................................................................................................................................ 1
Ads & Projects Done by LEVEL CROSSING ......................................................................................... 2
Market standing of LEVEL CROSSING ................................................................................................. 2
Current Clients............................................................................................................................................ 3
Process of Work .......................................................................................................................................... 4
Structure of LEVEL CROSSING ............................................................................................................. 4
Employee Motivational Tool ...................................................................................................................... 5
SWOT Analysis ........................................................................................................................................... 5
Future Prospects ......................................................................................................................................... 6
Conclusion ................................................................................................................................................... 7
Appendix ...................................................................................................................................................... 8

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Background

LEVEL CROSSING, an ad making agency, started their journey back in 2013 providing services
like advertisement making, promotional items, outdoor branding and signature events. LEVEL
CROSSING is now renowned agency of Bangladesh. Basically some friends started together the
agency. Mr. Saidur Khondokar, the CEO of NOGOD along with his four other friends the famous
advertisement directors Mr. Golam Haydar Kislu & Wahid Tareq, Adnan Habib, and Md.
Asaduzzaman started Level Crossing LTD ad agency. They have been working for BTL, they have
now started working for ATL as well. Many reputed companies in Bangladesh made their product
advertised from LEVEL CROSSING advertising agency. LEVEL CROSSING has bought a
revolutionary change on the team of communication and creative thoughts. They provide their best
service according to their budget and demand to their clients. They mainly work on giving ideas
to make an ad but now it is almost one year they also works for digital marketing & campaign.

The main office of LEVEL CROSSING is located at 1st floor, House # 2, Road # 5, Block # D,
Niketon, Gulshan.

Position in BD Market

LEVEL CROSSING got their trade license from Joint Stock Registration Corporation of
Bangladesh. They provide their services for both local and multi-national brands and organization
such as Grameen Phone, Robi, BRAC, bKash, SUZUKI. They provide around 4-5 services such
as production house, TVCs, outdoor branding, signature events, fair and exhibitions. They have a
vibrant team which coordinate the events and pulls of new events. They are involved with various
companies and agencies. They have around 35 full-time staffs and with whole department they
have around 500 staffs. They get offers through direct and indirect agencies. They are providing
digital marketing, direct marketing as well. They have built a very strong position in market. Now

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it’s one of the top-notch agency companies in Bangladesh. Now they deal with many popular
companies. They make TVCs & campaign for their clients.

Ads & Projects Done by LEVEL CROSSING

LEVEL CROSSING has done numerous number of ads and projects till now for their clients.
Among all the projects and ads some highlighted works they did which is very popular now. They
recently did a Govt. campaign named “Amar Joy, Banglar Joy” and also did a TVC on female
harassment. Also they worked for

1. IFC
2. ROBI
3. Grameenphone
4. Berger
5. BRAC
6. bKash
7. Airtel

Market standing of LEVEL CROSSING

LEVEL CROSSING has started their journey in 2013. They are getting their works directly or
through other agencies as third party. Now they are getting popular in marketing agency. Many
companies are knocking them to solve their individual problems. They have some competitors in
market. They help in forming marketing strategies with market research and probable ideas to their
clients. They are trying their best to capture position in market so far. They mainly work for BTL
but now they are working for ATL as well. Besides, they work for digital marketing, TVC,
campaign, event organizing. In terms of market standing, LEVEL CROSSING has a very warm
market value because of their unique ideas. They believe that they can easily attract clients’ mind

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by their ideas. LEVEL CROSSING is growing with time and trying to do more better works. Their
work proves that they have made their strong position in market.

Current Clients

LEVEL CROSSING has already worked for many well-known organizations. They successfully
did their job. Their clients are satisfied with their work. Their current clients are

1. Robi
2. Airtel
3. Grammenphone
4. BRAC
5. bKash
6. Berger
7. IFC
8. Dulux
9. Haque
10. Suzuki
11. Square toiletries
12. Micromax
13. Maricc
14. Dabur
15. Anwar group

These are some of their current clients. They works with more good companies. They catch their
clients with their unique ideas and make a position in advertising market.

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Process of Work

The process of work for ad agencies are mostly similar. First of all, the client service in-charges
receive the calls from the client and note down the brief. After that, the in-charges elaborate the
project to the team. The client service has their own creative team. After briefing to the team, the
creative team starts their brain storming and come up different ideas. Then they evaluate the ideas.
After the evaluation, they finalize the idea and prepare the respective creative samples and copies.
Then the team gets ready for the pitch. If the idea gets approved by the client, they start working
accordingly. By this time, a purchase order is sent to the agency according to their requirement. In
the purchase order the total cost, deadline and execution plan are given. The copy-writer writes the
content and the creative team makes the content. The creative director overviews the whole thing.
He ensures the quality of the execution, whether the branding is done properly or not, and the
deadline. So far, the have had few help from third party agencies for their project.

Structure of LEVEL CROSSING

Level Crossing ad agency is a centralized organization. Here is organogram of this agency.

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Employee Motivational Tool

Level Crossing Ad agency offers flexible office environment and working hour to their employees.
They believe, it will increase the productivity and creativity of an employee. Although most of the
time the employees are super busy with their work but they feel empowered and valued. The
company offers some monetary and non-monetary incentives. They offer yearly appraisals for
their employees and performance based promotion is there. Besides, the employees are given two
Eid festival bonuses. For non-monetary incentive, as we told earlier the employees are offered
flexible office environment. Besides, they are given the opportunity to get trained free of cost from
different organizations. There are three yearly tours for the employees. The achievers get
sponsored by the company for the tours. So, there is always a competition to be the best employee
at their work.

SWOT Analysis

Strength
Level Crossing has a vibrant team in the creative department. They are doing exceptionally well
in the ad making and campaigns. Recently, they have worked on a Govt. election campaign which
clearly reflects their quality and ability on these particular fields. They are also working for giant
telecoms of Bangladesh, bKash, BRAC and other big companies like Berger, Dulux, Suzuki,
Micromax etc. They come up with a very affordable budget (if the budget ceiling is not given).

Weakness
The company is doing great in their field but they have a very limited amount of staff which is 35.
So sometimes it gets very tough to complete a big project from the client. And from the interview,
we were told that they are slightly unorganized in the client service department.

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Opportunities
The company is trying to expand their segments. As they have a shortage in the employees, they
will hire new staffs for their creative team and they want to expand their segment in digital
marketing sector. They are also trying to get affiliated internationally. And, as Bangladesh is being
digitalized, they have scope to capture the big market.

Threats
There are other big agencies who are affiliated internationally. Because of the affiliation, the
leverage those brand gets compared to this Level Crossing doesn’t get the same leverage. For this,
they have to push it through excellence. And also the new entrance of agencies are also a threat as
there are huge completion among the agencies. Companies go for multiple agencies for their
project.

Future Prospects

The company has worked with the Government during the election on campaign named “Amar
Joy, Banglar Joy” and they also made a TVC on female harassment. As for future prospect, they
are trying to grab the opportunity to doing the campaign for different big local companies and
MNCs. Besides, they will hire new employees very soon and expand their segmentation. They will
be going for digital marketing. As Bangladesh is being digitalized, they want to capture the market.
And, lastly they will try to organize their client service department.

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Conclusion

Market is very much unpredictable place. Competitors can create a huge impact in market at any
time. But in terms of agencies, their performances are need to be good consistently. Consistency
is the key to success for agencies. If we observe Level Crossing, it has been 5 years they have
started their journey and their works are appreciated by few big companies of Bangladesh. This
success within this short time reflects their consistency, quality, and dedication in work.

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Appendix

Figure 1: Logo of the agency

Figure 2: Clients of Level Crossing Limited.