BUS 620

Marketing Management

Pipilika.com 1st
Bangladeshi Search Engine
Group Members:
FARZE-AN-ISLAM (ID- 121 0481 060)
ABDUL MUMIT (ID- 121 1328 060)
MD. RAJIB UDDIN (ID-121 1048 060)
M SHAFIQUR RAHMAN (ID- 081 590 060)
MOHAMMAD MAZADUL ISLAM (ID- 091 758 060)
Submitted to-

Dr. Mohammad Baktiar Rana, Course instructor of BUS 620

TABLE OF INDEX
PART-1
Section-1: Brief description of product/service and its introduction into a new market. 3
Section- : Consumer profile 9
Section-3: Market profile 12

PART-2

Section-1: Marketing mix.. 18

Section-2: Financial evaluation. 33
Section-3: Implementation.35
Conclusion 38
References ... 39

PART: 1
SECTION: 1
Brief Description of Service and its Introduction into a New Market

Introduction:
Bangladeshs first search engine, http://www.pipilika.com, was set to debut on the eve of Pahela
Baishakh (the first day of Bangla year) on 13 April . A group of students from Shahjalal
University of Science and Technology have introduced the first bi-lingual web search engine ,
Pipilika, in Bangladesh . A team of 11 researchers and developers from the computer science and
engineering department, in collaboration with Grameen Phone IT Ltd , have formally launched
it.

In addition, there are 30 more students, on the basis of whose' thesis this project has been
created.
Many search engines prevail in the world. Worldwide famous and the topest search engine is
Google. Actually, it is the new journey for the Bangladeshi developer and engineers towards the
worldwide completions. Bangladeshi developers made different kinds of softwares' or website in
the worldwide but its an engine which is for the first time only for Bangladesh.

Masterminds behind Pipilika

Renowned writer and chairman of the department of electrical and electronics engineering,
Professor Muhammad Jafar Iqbal was the project director

The team was led by Ruhul Amin Shajib. Asst Prof Ruhul Amin Shajib has been researching on
the search engine since 2009 along with his team. He was also conferred the, Prime Minister
Award, on November 11, 2012 for Mongol Dip a bilingual screen reading software and won
first prize at the National Software Development Competition on September 2011 for the Bengali
search

engine

Pipilika.

Muhammad Mohiuddin Mishu , another developer and researcher

Mahbubur Rub Talha has been involved with the search engine since his student life,
developing the Distributed Web Crawler, which was later integrated into Pipilika.

 Madhusodan Chakraborty Opu, an ex-student from the Computer Science and Engineering
department of SUST and has been involved with the project as a researcher since the second year
of his degree course.

Asif Mohammed Samir researched on, Bangla word sorting, file structure indexing, information
retrieval, Bangla stemmer and natural language processing.

Ashish Pals association with Pipilika has been since 2011, researching on systems such as,
snippet selection algorithm, text categorization of machine learning and page ranking algorithm
implementation,

Md Maksud Hossain started to work with Pipilika from June 2012. An international award
winner Maksud hoped that Pipilika will help us to fulfill our dream of a digital Bangladesh as
announced by our prime minister.

 Baker Hossain, Forhad Ahmed, Mohammad Sazzadul Hoque, Md Touhidul Islam also worked
for the development of the search engine

Features:
Pipilika has 4 different types of search facilities of data, News search, blog search, and the
search for Bengali Wikipedia e data cell.
Its a free web service that helps the country to search for the latest available data.
In the first stage, this search engine automatically analyzes the data and save of Bangladeshi
main Bengali and English newspapers news, blogs Bengali and Bengali Wikipedia.
There are also some parts of searching- General search, location-based search, and the classbased (category) search. But location-based search, and the class-based (category) search is
available for Bangla Version
Bengali dictionary has been used for the Pipilika Bangla Search. If a user has an incorrect
spelling of words, the Pipilika will automatically find the correct spelling of a word that runs
through the search results and the user does with his words were spelled wrong, correct it with a
search has been executed
If a user Location based on the search space in case of a name into the search box and try to
write in English, then automatically the Pipilika will try to give as suggestions in the name of the
place by Bengali.

 Users can easily search their information on District wise latest news according to the category,
for Example crime, business, science and technology, sports, agriculture and information. On
the other side, the search for category base pipilika the news, international, business, and trade,
information and technology, entertainment and sports as a category for six.
In the beta version, the search engine uses Bangla as its default language and the search can be
filtered in time periods, such as the last 24 hours, week or month. Avro (Bangla font), which uses
an English keyboard to type Bangla phonetically, is the default input system.

The search engine explains and uses reports from the main Bangla and English newspapers of
the country, Bangla blogs, Bangla wikipedia, and government information.

In addition, it is also user friendly for Bangladeshis in comparison to popular search engines ,
since

the

website

supports

Bangla

language

besides

English.

It also has a unique business directory, with profiles of 60,000 companies, collected by
crawling websites and this automated system updates itself by crawling and indexing news from
the nationwide dailies.

The use of natural language processing, machine learning, information retrieval and
information extraction in Pipilika, is aimed at helping users to find necessary things and
contribute to further future developments.

Pipilika is being updated day by day to keep up with the trend.

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Experiencing a New Search Engine!

The most dominant force in the world at present is information. Enormous technological
advancement by scientists and acceptance by the global consumers who are information
seeker has empowered this the most. The driving force of this technological query is
"Internet". Throughout the world the search tool that are used for searching variety of
features are called search engine. Among them very few are globally used. Google, Yahoo,
Opera etc are mentionable. Undoubtedly Google is the market leader holding 45% of the
market share, where others make up the rest. Even after the case as above many countries
use their own search engine and through the introduction of Pipilika we have started the
journey of our own search engine.

Fig: Search Engine Usage globally

Any Strategic Role Played?

Without any descriptive analysis the strategies adopted by Pipilika are To emerge as a search engine in Bengali beside English.
8

 To be designed to search about Bangladesh predominantly in correct Bangla spelling.

Section: 2
Customer Profile

Consumer Segmentation:
As search engine industry is a part of service sector it is hugely dependant on consumers' demand
and satisfaction. So choosing the right segment of customers is very important. Here useful
points about consumer segmentation for the project are mentioned-

Type of segmentation: "Niche marketing" is chosen in this particular case. The people
involved with this search engine project were not concerned about the whole market as many
people of the world do not know Bangla and they don't need to. Again people interested only
about Bangladesh would use this, whereas other global search engines using English as their
language for the search of almost every available features about the whole world. Though
Google is also available in Bangla but still there are some limitations.

Customer has a distinct set of needs

Not likely to attract any global giants. It may attract any local or regional
project to enter the same segment.

Specialization on Bangladesh perspective.

Base of segmentation: Here the geographical segmentation has come into play. As it is
created considering the convenience of the Bangladeshi people. Also the cultural aspect of the
particular segment has worked as an active segment.

Major segmentation variables:

Industry : Search Engine
Location: Bangladesh
Specific Application: Convenient web search in Bangla.
Buyer-seller similarity: Bangladeshi and Bangali.

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Customer characteristics: From the above discussion we have already got an idea of
customer characteristics of the targeted segment for PIPILIKA. People of Bangladesh are
becoming more aware about internet. Here the initiator, influencer, decider, user role of the
Bangladeshi people inspired the Pipilika team to come up with such project.

Again "benefit" work as a special behavioral variable for this segmentation. People would not
stop using Google in Bangladesh but they will rely on Pipilika for searching in Bangla.

Appropriate selection : As the project is created only with a view to own service specialization
of search engine industry in advanced Bangla language facilities the target segment is the
Bangladeshi people.

Justification:

1. Service specialization of search engine industry in advanced Bangla language facilities. The
targeted market pattern is determined by this specialization.
2. Megamarketing is effective in this case as Pipilika is co-ordinating economic, psychological,
political, and public relation aspects to gain the entrance or operation in this industry.
3. The projects overall attractiveness is surely there for the targeted people.
4. Companies objectives is to serve the Bangla knowing people more than the past.
5. At present with the resource available, the company can primarily target this segment.
6. The targeted segment is accessible. That means that this this segment can easily be reached
and served.

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Section-3
Market Profile
The launching of a Bangla search engine pipilika the capacity of which is four terabyte with
more than 600 gigabyte of RAM.is of course a good idea. With nearly 200 million native
speakers, Bengali is one of the most widely spoken languages in the world (it is ranked fifth in
the world). Bengali is the main language spoken in Bangladesh (around 98% of the total
population of Bangladesh speak Bengali as a native language); in India, Bengali is ranked as the
second most spoken language. Besides this, the rapid growth of digital technology is
fundamentally changing the world as we know it. Global internet penetration in 2010 stood at 1.9
billion people and is expected to grow to 5 billion by 2015. It is unsurprising that with this in
mind, information in the world (videos, music, documents etc.) that is stored online is also
projected to grow from 800 exabytes to 53 zetabytes (eMarketer, 2011). Mobile adoption is
another factor that is further accelerating access to the internet. So it is high time to have a
Bangla search engine for the greater interaction of the bangla speaking more people of the world.

This search engine not only for finding Bangla content in the world wide web but also it will
help to build a archive of Bangla contents across the globe. Creation of a huge archive of Bangla
content will allow the developers analyse data and usage pattern of the Bangla speakers.
The Pipilika will help to use search engine more effectively and many people who are more at

12

ease in Bangla can take full advantage of it. Future development lies in information technology
as it has created a world without border. Computer and internet can open a gate of information
and knowledge so that people live in the third world no longer remain in dearth of knowledge or
information. Now a country without such search engines is out of imagination if the county
needs digitalisation. Students, researchers and newsmen will get notes from the site. Pipilika can
enable surfers to find the accurate information as quickly as possible. Bangladeshi surfers will be
always on the site, instead of other international search engines, to have their required
information.

Market Analysis:
In Bangladesh, with mobile subscribers just over 92 million and mobile internet access over 25
million users (BTRC, March 2012), it is fair to say, that these "pocket computers" will be the
first entry point into the internet for many people in this country. As access to internet explodes,
the internet will increasingly become where people, of all ages and demographics, spend their
time and as a result it will lead to significant changes in the way we go about our daily lives.
3 key trends that can help show where the internet in Bangladesh is going.
1.Internet

consumption

is

accelerating

The internet subscriber base in Bangladesh (excluding mobile) currently stands at just over 1.5
million (BTRC, Feb 2012). However, total desktop internet users in Bangladesh is actually far
greater than that number, likely driven by heavy usage in offices, internet cafes and multiple
users accessing the internet from a single household. Local industry estimates suggest that in
2011 access to the web was closer to 8 million users, having grown 300% since 2010 and

13

expected grow a further 500% by 2020 (BCG, 2010). This acceleration of internet consumption
is undoubtedly fueled not only by the growth in access, such as through WIMAX modems, but
also through the proliferation of increasingly affordable laptops, desktops and tablets.
2.

Those

with

access

browse

lot

Until now, it wasn't clear how people in Bangladesh actually spend their time on the web on a
daily basis. The average user accesses the web on 3 separate occasions throughout the day, with
usage peaking during the morning hours. In addition, a total of 4 different websites are typically
visited during these sessions.While usage of social networks and email services account for a
considerable portion web activity, the Bangladeshis also spend a lot of time browsing the web.
Such users are actively seeking information and content online and this is only going to grow
further as more local websites and web applications start to enter the public domain.
3.

Web

usage

varies

considerably

by

day

of

week

Internet traffic among local Bangladeshis peaks on Mondays and is generally higher during the
working days. Fridays represent substantially less traffic, but it is worth noting that internet
consumption remains high for non-resident Bangladeshis visiting local Bangladeshi sites on
Fridays.
The rapid development of the online space in Bangladesh is very exciting and promising. The
frenetic popularity of global platforms like Google, Facebook and Twitter as well as the
innovation and growth of local websites, Bangla content, localised online tools and ecommerce
which indicates that the internet will have an increasingly positive impact on the daily lives of
people in this country.

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Internet Usage and Population Statistics:

YEAR

Users

Population

% Pen.

GDP p.c.*

Usage Source

2000

100,000

134,824,000

0.1 %

N/A

ITU

2007

450,000

137,493,990

0.3 %

US$ 466

ITU

2009

556,000

156,050,883

0.4 %

US$ 574

ITU

2010

617,300

158,065,841

0.4 %

US$ 624

ITU

2011

5,501,609

158,570,535

3.5 %

US$ 700

ITU

Note: Per Capita GDP in US dollars, source: International Monetary Fund.

The total number of Internet Subscribers has reached 30390.374 thousand at the end of
February 2013.
In this context the journey of pipilika as bangla search engine is promising. It has the potential to
capture a huge market world wide among the bangla speaking people.
15

Competitors:
Worlds most popular search engines are shown in the tables from two different perspectives.

Search Engine

Estimated Monthly Unique Visitors

Google

900,000,000

Yahoo

500,000,000

Wikipedia

350,000,000

msn

325,000,000

Aol

130,000,000

Ask

125,000,000

Search Engine
Google
Yahoo
Ask
Aol
Others

Market Share May 2011

82.8%
6.42%
0.52%
0.3%
Rest

In Bangladesh also the most popular search engines are google and yahoo. But google is the only
real search engine in Bengali : http://www.google.com/intl/bn/. So, google will be the direct
competitor of pipilika in the global context whereas yahoo and others will be the indirect
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competitors.

Challenges:
Finding rich Bangla contents on the Pipilika (www.pipilika.com) search engine will be one of the
challenges of making the Bangla search engine useful. Google already has a Bangla search
option attached to the biggest site of the world.
A developed search engines and having information posted in local language can keep surfers to
the site. The engine is for Bangla blogs, website, wikipedia, and E-books. The site also has userfriendly Bangla word list for its users. Auto-correction option is available to click on. However,
it has no bright future until rich local and Bangla content is available. As bangali fought for their
language it is expected Pipilika would be useful site with rich local content

17

Part II: Marketing Strategy

Section-1
Marketing Mix

Product
Product Description: Product is the first P of marketing. Pipilika.com has its product to market
and to offer to the customers. It is basically the first search engine in Bangladesh, which provides
service also in Bangla to its users. Pipilika.com offers services as a form of it product to its
customers. The products they offer fall into industrial products; Pipilikas business products
offer services to their customers such as advertising and providing their search technology to
solve companies search problems within their intranet.

Pipilika.com is still not very spread in Bangladeshi users. It is proving searching solutions to the
users first time in Bangladesh using Bangladeshi search engine. They have used mainly two
colors in designing their engine: Red and Green. These two are the color of Bangladesh National
Flag. So, it gives flavour of the Bangladeshi Nationalism to its users. Pipilika.com is one of the
examples that Bangladesh is developing in technology. Pipilika categorizes their products into
Advertising solutions and Business Solutions. In their Advertising solutions, they offer textbased ads that are precise to the search on the site of the user and the customers pay Pipilika.com
every time internet search users click on their site. They help the customers to set up their site as
the volume of visitors to the customer sites increases.

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Positioning: Pipilika.com deals with website positioning of their product. Good website
positioning is fundamental to achieving a constant and numerous flows of visitors to an internet
site. The work involved in Pipilika.com positioning can be divided into three facets:
a) Creation of quality content.
b) Optimization of the texts by means of keywords.
c) Obtain quality external links.
One of the things that makes Pipilika.com search especially valuable is that its completely free.
It makes money by giving advertisers the opportunity to place clearly-marked ads alongside of
search results. It strives to help people find ads that are relevant and useful.

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When someone does a search on Pipilika.com, results appear in the middle of the page and
those links are never paid (they are sometimes called organic or editorial search results).
Advertisements appear on the right hand side and sometimes at the top and those links are paid,
and always clearly marked as Ads. Although everyone now expects advertisements to be
differentiated from organic search results.

Differentiation and Unique Selling Proposition: In their Business Solutions Pipilika

offers a Search Appliance to companies who need solutions to the search problems that their
employees conducting within their computers by bringing in Pipilikas search technology and
intranet to their clients. Pipilika provides both the hardware and the software to the customers.
Data Openness and Portibility facilities are provided by Pipilika. Many advertisers use more than
one ad platform. Pipilika make it easy for advertisers to move their ad campaign data out of
Pipilikas services. Pipilikas Data Liberation Front provides Step by step instructions for how

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advertisers can export their ad campaigns via CSV file. Advertisers also have the ability to export
their ad data through its Application Programming.

Pipilika is working to provide advertisers with more transparency and tools to help them manage
their campaigns. For example: Pipilikas first page bids helps advertisers understand how much
theyll need to bid for a certain keyword in order for their ad to appear on the first page of
results. Bids simulator helps advertisers understand how their ad will be affected by changing
their auction bid. It is first Bangladeshi search engine which makes easier for the users to search
the bangla articles and files. Also it provides other facilities which other search engines provide.
Alothough it has not enough apps or links like yahoo or google has but it is still a unique product
from the perspective of Bangladesh because in Bangladesh we have trading websites now but
search engine is first in Bangladesh.

Branding: Piplika means an Ant. It has used Ant in their logo. Ant usually goes deep into the
soil to search and bring it from the deep. Pipilika.com also brings information for the users from
the deep. Pipilika is a Bangla word so the name itself bears the identity of Bangladesh and
Bangla. In their logo Pipilika has also used the color of Bangladeshi flag, culture and
independence: Green and Red. So while branding their product Pipilika.com always considers
the nationalism, culture, values of Bangladesh.

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Few things Pipilika.com believes in Branding:

Focus on the user and all else will follow

It is better to do one thing really better

Fast is better than slow

Democracy on the web works

Users do not need to be at the desk to get the answer

Money can be made without doing evil

There is always more information out there

The need for information crosses all borders

Great is not just good enough

Pipilika.com not yet started innovative branding techniques that other search engine does. At the
special occasion like Eid, Independence Day, Victory day, Puja, Christmas etc it can bring slight
change in their branding by changing the design or picture of the logo. Pipilika.com is not very
keen on market research because initial success is driven by technology and innovation in this
business. Great brands usually begin with personal inspiration and only later worry about the
satisfaction of others.99% of the revenues is coming from the advertisement. Branding is about
change, not consistency. From its sparse home page to a logo that adapts to reflect national
events, Pipilika should break the traditional rules of branding to deliver on its promise to
consumers. Most of the future business will come from brand extensions. Pipilika should look at
long-established brands and realised early on that today's unlikely brand extensions are
tomorrow's cash cows. It may extend its business by adding Bangladeshi map, roads, mail etc.

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Product Strategy:
Focus on bidding and test to optimize the product images: The first order of business is to
focus on bidding. Pipilika focused on bidding primarily based on price tiers so that it wouldnt
bid too much on lower-priced products, and too little on higher-priced products. The entire
bidding process was manually adjusted on a daily basis based on impressions and performance.
Bid performance is judged primarily on the "return on ad spends" metric.
Expand the product targets: Product targets are more of a group, so Pipilika is deeper involved
creating groupings of product targets. Beyond just expanding the product targets, Pipilika also
created aggregate targets by combining multiple related products into a single target. The goal of
aggregate targets was to catch more impressions and also fill gaps in coverage. The original
product targets are limited on broad.
Perform keyword research and analyze search queries: The idea behind the keyword research
and testing is to make sure each product was properly segmented to the proper category.
The entire keyword segmentation process is similar to pay-per-click advertising
Analyze search queries:

Where the products show up in particular searches

Number of impressions on a particular search

Where the customer clicked

Whether non-targeted phrases are getting clicks

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Continue to optimize the entire process: Optimization is important in this process now that
Pipilika is a paid platform ensuring that you have the right product show up at the right time
by analyzing all of the different segments that youre trying to target.

Pricing
Price: Price is another component of the four Ps of the market mix. Pipilika takes special
consideration at the different parts involved in setting its prices. Item such as list price, discounts,
allowances, payment periods and credit terms are items that work together to set the price of its
merchandise. Marketers promoting a product need to take into consideration payment period
offered to its costumers. There are different ways in which a company can set the length of time
required to pay a bill. For instance organizations can set the time based on the requirements of its
competitors. Pipilikas payment period is based on its relationship with its customers. New
customers located in specific locations need to make their payments with a credit card or by
direct debit payments. As soon as the finance department receives the financial information and
it is approved, the ads begin to run, yet if a customer has a long and positive relationship with
Pipilika its financial department might be able to set a monthly account. This is based on the
credit history of the customer.
Price is also an important tool within the 4 Ps of the marketing mix, yet it is important to
remember that consumers are also interested in the products value. In many instances if the
product does not deliver value the product will be doomed for failure, regardless of its price. The
organizations, such as Pipilika, take into consideration list price, discounts, allowance, and
payment period and credit terms as relevant elements to consider when setting the price.
Pipilika.com has effective pricing.
24

Pricing Strategy:
List price is one of the fundamentals components of setting a price. It is the basic price offered to
prospective consumers, yet in many instances the price listed could increase or decreases as
costumers select options. Pipilikas price is set on the amount of advertisement per day it
provides its consumers. In Pipilikas case the list price is at five cents per day, however it can go
as high as $50.00 per day. The price difference will depend on the amount of advertisement per
day that the consumers are willing to pay and the amount of times individuals click to see the ads
and how high these ads rank on a search page.
Discounts are another element of price setting. The three types of discounts are quantity, trade
and cash. Quantity discounts are offered to consumers for buying in bulks or in large quantities.
Cash discounts offered to customers for the punctual payment of their invoices. At the moment
Pipilika is offering consumers the discounts mentioned above.
Another necessary item to set price is Allowances. Allowances are very similar to discounts
because it also offers to lower the list price, yet it includes extra items not covered by discounts.
Two major types are trade-in and promotional allowance. Trade-ins are commonly used in
reducing the amount consumers must pay for a product by recognizing the value of a used
product. Promotional allowances are, Promotional funds provided by a manufacturer to other
channel members in an attempt to integrate promotional strategy within the channel. Pipilika at
the moment is not providing its customers with discounts nor allowances in its Pipilika program.

25

Distribution:
For marketing mix place is one of the very important key element. We must need to know where
we should launch the product to get huge response. It makes the product easily available for
targeted market. Pipilika is a search engine and thats why its distribution place is internet.

Distribution channels are very much important for launching any product/ service. Marketing
campaign , proper pricing and smooth sales process will help this new search engine to be
popular among their targeted customers.

Like other bengali websites Pipilka can first starting their distribution through other
websites and specially in social media like-Facebook
(https://www.facebook.com/wwwpipilikacom?fref=ts). Already a facebook page is

26

created to promote its activity. But are not that much active. Active response in social
network with important information will be helpful as a distribution channel.

Fig: Facebook page of Pipilika.com

We have already seen that AKHONI.com / Ajkerdeal.com websites ad in various
websites, specially on those sites that are clicked by most number of viewers. Just like
that Pipilika.coms logo can be post in various websites,specially in benglai websiteslike- Akhoni.com,Ajker.deal.com,Bdjobs.com,Bdnew24.com,E-prothom-alo etc and also
as an ad beside Facebook page. So that people click the link and know how to use the
first Bangladeshi websites. It is very much necessary to make people remember the logo
to create the brand.
Pipilika.com can also be worked as an advertisement website,where they can advertise
various product and service and when people wil going to see the ad of any product they
will automatically get to know about this new search engine.

27

 New applications like- mail service, cloud computing system, games etc could also help
to make the site known to all. Google and yahoo have already have lots of apps to attracts
their customers in many ways.

Fig: Various Apps of Google and Yahoo

Another distribution point could be via mobile internet, mobile apps or mobile search etc.
Smart phones are very much popular in people now, so a small mobile apps of Piplika
will people to search anything or gain information in a very short time span in Bengali.

Promotion:
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Communication objective and key message of communication:

The communication objective of Pipilika is to find out the recent news throughout the world in
Bengali. The way an ant search food from anywhere or any place which is not easy to reach ,
similarly Pipilika search information from anywhere. Communication objective of Pipilika is to
find out news, blogs, banglapedia and national e-information in Bengali from anywhere.
Till now there is no key communication message made by Pipilika, but it could be create in a
way that would identify its targeted customer and as well its mission and vision.
Something like- It will be clear to all then its a search engine which will help
Bengali people to work easily to search any information.

Promotional Mix of Pipilika.com:

Advertising:
Advertisement in newspaper, online websites, social network, like-Face book, Twitter etc
will be helpful to know about the product to mass media. Elder people mainly read
newspaper and on the other hand young generation will have idea on online and on social
network.
Stickers behind CNG, BUS etc will also be helpful. In city area lots of people travel
throughout the day for work/education etc and this stickers will create attention.
Billboard can also be an advertisement media for Pipilika, which has already done in
some places. In front of schools, colleges, university, in big highways this billboards
should be placed.

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Sales promotion:
Free T-shirt distribution having the Pipilika logo on it can be raise awareness among
people about this search engine. Free cap or handfan having pipilika logo on it can be
distributed among people in Pahela baishakh, Independence day, Victory day, Martyrs
day etc. In Bangladesh cricket tournament Pipilikas free gifts could be provided in
stadium.

Public relation and publicity:

With collaboration of GP Pipilika could organize some kind of concert/ cultural event in
special occassions for attracting customers or may create any event only for GP Star
subscriber to promote their product. They can also sponsor children competition on
art/literature/Science fair/debate etc in various school.

Direct marketing:
By sending SMS through GP aout PIpilika, or doing online interactive quiz contest or IQ
program Pipilika could market their search engine directly to mass people.
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Interactive marketing:
Some kind of awareness program like- helath education/energy saving concept/clean your
city concept/providing safety information for natural disasters on TV/Online/ Campaign
in various institutions may also help Pipilika.

Word-of-mouth marketing:
Pipilika can also create a database where customer will gice their feedback regarding the
search engine,about their experience. In foreign countries Pipilika should market their
product for Bangladeshi people through blog, advertisement in bengali restaurent/colony
etc. Some type of fancy dolls can also be introduce/rally on some special days like
pohela boishakh, eid, 21st feruary,16th december,26th march may also help. This dummy
dolls can also be placed in various tech fairs or in big shooping mall or in any university
for a certain period of time just to amuse people and to give information about
Pipilika.om

Personal selling:

31

Face to face information about the site could be provide in university students/ in any
kind of technology related fair or may be in some interactive conference or seminar.
Young generation will grab this idea fast if the service/ product is presented at their
doorstep. Free campaign can be done to attract the targeted customer.

Section 2
Financial Evaluation

Pipilika.com has 1,395 daily visitors and has the potential to earn up to 167 USD per month by
showing ads. Hosted on IP address 54.225.211.199 in United States. This IP belongs to
organization/company Amazon Technologies Inc.

Domain name:

pipilika.com

IP Address:

54.225.211.199
ec2-54-225-211-199.compute-

Reverse DNS:
1.amazonaws.com
Daily visits:

1,395

32

Monthly income:

167 USD

Website value:

6,026 USD

Web

hosting
Amazon Technologies Inc.

organization/company:

This website in hosted on web server located in United States.

There is a bubble on the map below indicating the approximate location.

Facebook Statistics Report shows how popular is this website on social website Facebook.com.
It shows the number of facebook shares, likes and comments.

33

Facebook Shares

1775

Facebook Likes

4560

Facebook Comments

897

Total Likes

7232

SECTION-3
Implementation

First of all we need to do a SWOT analysis of Pipilika.com and based on this we have to a proper
marketing plan which should be implemented.

Strength
Strength

Weakness
Weakness

FirstBengali
Bengalisearch
searchengine
engine
First
New
innovation
New innovation
Englishversion
versionmay
mayalso
alsobebeused
used
English
Can
be
used
in
web
and
mobile
Can be used in web and mobile
Strongsupport
supportfrom
fromeducational
educational
Strong
institution
institution
Collaborationwith
with
GPIT
Threats
Collaboration
GPIT
Threats

Only
Onlytwo
twolanguage
languageisisavailable
available
No
apps
are
No apps aredeveloped
developed
Less
Lesspromotional
promotionalactivity
activity
Less
R&D
in
this
sector
Less R&D in this sector

Booming
Boominginnovation
innovationofofother
othersearch
search
engines
engines
Low
Lowmarket
marketshare
share
Server
Serverthat
thatPipilika
Pipilikahas
hasand
anditsitssecurity
security
Less
penetration
of
Bengali
internet
Less penetration of Bengali internetusers
users

Goodresponse
responsefrom
fromall
allover
overBengali
Bengali
Good
community
throughout
the
world
community throughout the world
Partnershipwith
withGP
GP
Partnership
Localnews
newsportal
portaland
andsupport
supportfor
for
Local
breaking
news
breaking news
Growingrelationship
relationshipwith
withGovernment
Government
Growing
organizations
organizations
Developmentofofnew
newapps,
apps,sites
sites 34
Development

Opportunities
Opportunities

Fig: SWOT analysis of Pipilika.com

Overall marketing plan will be as below-

Fig: Marketing plan steps for Pipilika.com (image retrieved from-http://masterfulmarketing.com/)

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Mission and Vision:

Pipilikas mission was to create the first Bengali website to serve their service in
Bangladesh. Currently throughout the world Bengali people are able to use the search
engine. To be successful in their vision which is to serve all over the world Piplika should
have R&D of various browsers, useful databases and servers to evaluate and to improve
their search engine. As well as they should design demographical search sites.

Identify ideal client:

Pipilikas main target was the people who are using internet and mainly the young people.
Currently the internet penetration is not higher in some region and in rural areas. Pipilika
could expand with free Wi-Fi in those areas.

Developing core message:

To operate in Bengali Pipilika should create more bengali apps-like: email, news,
advertise etc. They should hire more high tech people to do R&D in this sector. They
should develop software for large data gathering system, so that client can get huge
amount of data just by a click.

Identify brand:
The brand with a tag line should be advertise properly in tv,print media, online pages
,like- Facebook, bdjobs.com,prothom-alo,cellbazar,akhoni.com etc ,which are actually
popular in Bengali people. Stickers of this logo should be provided in CNG, bus etc.

36

Free gift hampers , like T-shirt, key ring, hand fan etc should be provided in benagli
occasions, like- Pohela boishakh, Pohela falgun, independence day, victory day and on
martyrs day etc.

Determine market budget:

At one or two year the advertising should be done such a way that it maintains a budget.
Based on the earning proper advertising media should be chosen.

Select activities according to strategy:

Different press conference, seminars, road shows, advertisements program should be
introduce in proper time, in proper places.

Create sales tools:

For direct sales various campaigns should be done in university, shopping places,
technology fair etc. SMS service regarding the site should be sent to the clients.
Various sales promotions could be introduced. Secure distribution with spyware system
should also be introduced.

Execute track and measure result:

Always Pipilika should keep an eye on their competitors. They should continuously focus
on enhanced advertisement targeting. Which advertisement media is giving the best
response this should also be considered.

37

Conclusion:
Pipilika is just stepped into the new business and therefore at first they should analyze the current
market scenario very carefully and then promote themselves with a proper brand. The company
should be focus on new innovations and prepare to compete with their competitors with their
strength by launching and adding new apps and services according to customer choice.

References:
- http://pipilika.com/
- https://www.facebook.com/pplika
- https://www.facebook.com/wwwpipilikacom?fref=ts

- Google 4 P's Marketing Mix Introduction

http://articles.castelarhost.com/google_four_ps_marketing_mix_introduction.htm
- Google Case Study, Strategic Planning
http://www.slideshare.net/bookingworm/google-strategic-mktg-presentation-20102012

- |
http://www.hupso.com/www/pipilika.com

-Marketing Management (13th Edition) [Philip Kotler, Kevin Keller]

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