Customer Centricity in the Marketing Communication Industry: A Case of PASSWORD COMMUNICATION

Abstract

This internship report provides an in-depth analysis of the operations, challenges, and opportunities within Password Communication, a full-service marketing agency in Bangladesh, where I serve as the Founder & CEO. The agency specializes in ATL and BTL marketing, digital marketing, web and mobile application development, SMS and email marketing, TVC/OVC production, and logistics support. The report begins with an overview of the marketing industry in Bangladesh, highlighting its rapid evolution driven by digital transformation, shifting consumer behavior, and increasing competition. It also explores external factors such as political, legal, and technological influences and provides a detailed assessment of industry rivalry. The second part focuses on the organizational structure and business model of Password Communication. It includes a review of the agency's mission, service portfolio, customer base, and operational facilities. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats, followed by strategic recommendations to address these elements effectively. The report also emphasizes the agency’s strong commitment to customer centricity, demonstrated through tailored service delivery, transparent communication, and continuous feedback integration. Key internal and external factors influencing this customer-first culture are explored, including leadership, technology, client diversity, and market competition. Lastly, the report presents insights from the internship experience itself, reflecting on practical learning, organizational dynamics, and areas for future development. It concludes with a set of recommendations aimed at reinforcing Password Communication’s position in the dynamic marketing landscape of Bangladesh.