British American Tobacco, the second largest Tobacco Company in the world is also the

world’s most global tobacco company

Executive Summary

A new corporate guideline has been implemented recently by the British American Tobacco

p.l.c. and BATB needs to implement the global guideline as well.

The corporate brand definition of British American Tobacco defines the attributes as winning,

enterprising, honest, open minded and responsible.  It also summarises them in a corporate brand

essence: winning with integrity.

Defining the corporate brand means identifying the specific values that different stakeholders

would be attributing to BAT if they think about the company in a specific way.  These should be

attributes which are significant and relevant to stakeholders, which differentiate BAT from

competitors and thus drive preference for the company, which are mainly intangible values and

which are authentic to its business and its culture.

People are very unlikely to regard BAT as winning, enterprising, honest, open minded or

responsible just because the company say so.  These are not virtues that BAT should loudly

proclaim for itself; they are attributes that the company would like stakeholders to associate with

it.  Stakeholders need reasons to believe for themselves and BAT’s communications and

engagement should encourage them to judge for themselves.

CORA is the custodian of the corporate brand.  It is the responsibility of CORA in all Group

companies to ensure that all corporate communications are aligned effectively with the corporate

brand definition.

Moreover, BAT’s visual identity provides a fresh, contemporary look and feel for its

communications and aims to enhance the heritage and equity of its corporate signature, the

yellow 3-leaf symbol and blue logotype, by maintaining the integrity of the way it is displayed. 

In order to effectively communicate the corporate guidelines the internal communication tools

can be used. The aim is to build awareness among the employees about the new corporate

guidelines. At BATB, my project deals with the first two stages of Awareness and Creating

Understanding among Employees

Internal Communications is a part of the corporate communications team of CORA. It is the

function which engages with the internal stakeholders of the company. The recipients of internal

communications are all the 1300-plus employees, belonging to both management and non-

management.

The responsibilities of Internal Communications include planning and developing appropriate

communications tools, methods and messages as well as advising other functions in developing

cross-functional communications tools or activities.

All the internal communication tools are to be used for this communication. Thus the following

tools that are to be used:

Focus : An internal magazine of BATB which takes a people-centered approach to events and

issues in business. It is released in every quarter.

BATB News: A monthly news edition which focuses on internal activities.

Baithak: A cyber tool allowing managers to share the latest information in news, within

functions and eventually with other Operating Companies.

LN: Lotus Notes is the intranet which connects all managers.

Briefings: These are sessions are conducted by members of the Executive Committee. This is

one open forum where all the employees of BATB are assembled in groups.

Apart from these formal channels, all communication channels that are NOT being controlled by

Corporate Communications are also to be used, e.g. communication through the line, team

meetings, grapevine, etc.

We need to develop the Key Questions first:

– What messages do we need to communicate to help our target audiences to do

(think/feel) what we want them to?

We need to communicate that corporate guidelines are very important in the way we do business.

– Which messages are most important for which audiences?

The audience has been divided into two parts – Management and Non-Management.

Management - we need to communicate that each of them needs to take ownership of the ‘areas

of responsibility’ outlined to them. They need to be apprised by the Executive Committee.

Non-Management – The employees need to have a brief overview of the B.P and they have to

know that these are being followed in BATB and are ethically aligned to their business.

A survey was carried out, with a sample size of 95 (33 – managements; 62 non-managements) to

find out which is the most effective tool for each target audience and the following result was

found:

Roadshow (sharing of company plan) has been the most successful tool especially for the factory

workers while BATB News (video news) received the lowest score.

Skip Level is probably more popular among the factory workers as they like the dinner that

comes with the meeting. The management have demonstrated a preference for electronic media

as they have given the highest rating to ‘Lotus Notes’ and ‘Bulletin Board’ where as the factory

workers have shown the strongest preference for ‘face-to-face briefing’. Baithak (intranet site)

is a central point for all managers to connect and share information and managers gave it the

highest rating among all tools. However, not all features of Baithak are used or preferred to the

same extent. ‘Room Reservation’ is the most popular and useful feature followed by the

‘Bulletin Board’.

For the purpose of communicating the corporate guidelines, the developed a plan for

communication such as providing company-wide, consistent messages to create employee

awareness. It might be through a consistent presentation template. Employees can be engaged

so they have ownership and are actively involved in putting the CB Model into practice.

For Implementation of the Communication process, the following steps have been set up as

guidelines for the “Internal Communications Executive”: Using common tools like brochures

slides etc. across the company, utilising existing meeting forums as much as possible, training &

provide communication kit to managers that communicate the CB model to teams.

This is how the CB model can be communicated successfully across the organization and

feedback about the implementation can be received by using some of the measurement tools like

forming focus group employee panels, interviews, survey questionnaires etc.

Introduction

This report is submitted to Prof.G.M Chowdhury, Chairperson of Internship and Placement

Committee Institute of Business Administration, University of Dhaka on 12 th June as a part of

BBA internship program. Ms. Rumana Rahman, External Communication Manager of Corporate

and Regulatory Affairs, British American Tobacco Company Bangladesh Limited assigned the

project on “Internal Communication of the CB Model”.

Background

Like other corporate organizations, British American Tobacco has been involved in various

kinds of communications in order to convey their message both internally and externally. The

main focus till now has been given on communicating their various brands while few initiations

have been done to build up a desired corporate image among the stakeholders, shareholders and

consumers. After the anti-smoking law enacted on ……. most of the branding communication

has been barred to be carried out by the company and now the company wants to concentrate

more on different corporate initiatives that will facilitate in constructing a desired image in the

minds of the stakeholders.

Broad Objectives

Suggesting effective means of communication of the new corporate guidelines incorporated by

British American Tobacco p.l.c to all employees of British American Tobacco Bangladesh.

Specific Objectives

Analyze the CB model and its different attributes implemented by British American

Tobacco p.l.c

Identify and evaluate the different types of internal communication in BATB

Develop communication package for all employees at BATB

Recommend implementation steps

Develop measurement tools to assess how the internal communication of the corporate

guidelines was effective.

Scope

The scope of the study covered all the employees (appx. 1400) of British American Tobacco

Bangladesh (BATB).

Methodology

The project part is based both on quantitative and qualitative analysis. Since it focuses on

internal communication, it extensively makes use of in-depth interviews and face-to-face

communication mostly with the employees at BATB Head Office. Moreover an extensive survey

has been conducted both on the management & non-management of BATB to find out which

communication tool is most effective for the different grades.

Limitations

Only research on the internal communication was covered, the effectiveness of this CB Model

hugely depends on the implication of external communication. The effectiveness of the different

internal communication tools might change with time.

Company OverviewCompany Overview

Chapter OneChapter One

1.1 British American Tobacco Group

The British American Tobacco Group is one of the world’s leading international manufacturers of cigarettes, marketing its products in almost every country worldwide. It is clear leader in a competitive and fast moving business. The group consists of four tobacco subsidiaries and they are:

British American Tobacco Company Limited, which produces cigarettes in over 45 countries for domestic and export markets in Europe, Australasia, Latin America, Asia and Africa.

Brown & Williamson Tobacco Corporation is the third largest tobacco company in the US.

British American Tobacco (Germany) GMBH is a leading cigarette company in Germany.

Souza Cruz S.A. is the market leader in Brazil and a world leader in tobacco leaf export.

BAT subsidiaries operate in more than 90 countries employing around 173,000 people. Multi-national, multi-cultural and multi-disciplined, British American Tobacco Group, a world-class group of tobacco companies. BAT offers a brand for every taste and preference.

1.2 British American Tobacco Co. Ltd.

British American Tobacco, the second largest Tobacco Company in the world is also the world’s most global tobacco company. Based in London, UK, it operates in more than 50 countries with the strength of 100,000 employees and sells more than 250 brands in more than 180 markets worldwide. Tracing its heritage back to a joint venture formed by the Imperial Tobacco Company of the United Kingdom and The American Tobacco Company of the United States in

1902, today's British American Tobacco Company was born on the world stage. Extent of operation of British American Tobacco Company is given below:

America-Pacific (USA, Japan, South Korea)

Asia-Pacific (China, Indo-China, Taiwan, South-East Asia, Australasia)

Europe (50 countries including Russia)

Latin America (Central & South America, Mexico, Caribbean)

Africa (More than 50 countries)

MESCA (Middle East, South & Central Asia)

Today British American Tobacco sells the leading brands in over 30 markets covering 102 countries, has more than 200 brands worldwide, employs more than 55,000 people and produces some 2 billion cigarettes every day. More than a billion people across the globe enjoy smoking tobacco. One in every eight chooses a British American Tobacco brand. In order to support the company's business goals the merger of British American Tobacco with Rothmans International had been announced on 11 January 1999. This global merger was completed on 7 th June 1999. This brings together the number 2 and 4 players which together will boost a combined volume exceeding 900 billion cigarettes around the world with some 120,000 employees and a worldwide market share of 16 percent (Phillip Morris has a 17 percent share). The merger is a major step forward in British American Tobacco’s vision of becoming the world’s leading International Tobacco Company.

1.3 British American Tobacco Bangladesh

British American Tobacco Bangladesh a subsidiary of British American Tobacco was established in 1971 and since than it has been the market leader in the country. Based in Dhaka the company has one packaging factory in Dhaka and one leaf-processing factory in Kushtia. The company currently employees more than 200 managers and 1300 employees.In its brand portfolio British American Tobacco Bangladesh has a wide range of cigarettes for different consumer segments. Starting from Benson & Hedges (Lights & Regular), which are currently imported from Europe to locally produced International Brands such as State Express 555 and John Player Gold Leaf (Lights and Regular) and also National Brands like Capstan, Star family and Scissors family are members of the portfolio.British American Tobacco Bangladesh is involved in various community services in the country. Afforestation is the pet project of the company, which was started in 1980 and till now the company has planted 32 million trees across the country. In this regard, British American Tobacco Bangladesh has won many awards during last 28 years but the most prestigious of all

are Prime Minister Afforestation Award in 1993, Presidents Award in Agriculture in 1975, Sports Journalist Award and FAO Award in 1998. Besides this, the company is also involved in vegetable seed multiplication project, supports philanthropic organizations like Sandhani and other Social and Cultural groups.The Company has its Head Office and the cigarette factory in Dhaka, a Green Leaf Threshing Plant in Kushtia and a number of Leafs and Sales Offices throughout the country.

1.4 Relation with the parent company

The following figure shows the flow from the parent company to BATB:

Parent Company

Subsidiaries

Regional Operation

Company in Concern

BRITISH AMERICAN TOBACCO GROUP

Brown & Williams

British American Tobacco

Souza Cruz S.A.

America-Pacific

Europe

Africa

Latin America

Asia-Pacific

MESCA

British American Tobacco Bangladesh Limited

British American Tobacco Company

Figure: 1 Relation with BAT Group

1.5 Company Vision

“To extend our leadership through World Class performance”

BATB is already a leader in the Bangladesh cigarette market. In the future the company wishes to extend the present leadership through world class performance. The company believes that the management already possess world class product and people. Right now they need to concentrate on improving their process capability. This company proved itself to be a world class company by achieving the prestigious MRPII recognition. Now the whole process is going to accelerate more and altogether it will reach the level of world class performance and gradually it will extend its leadership in all aspects in a very competitive environment.

1.6 Company Mission

Double the net revenue by 2005The company is planning to double its net revenue by the year 2005. That means in the span of 5 years time the revenue must rise at a tremendous rate. This requires a continuous and consistent growth in revenue in the coming years. One thing must be noted here that the target is to increase the revenue rather than the profit. This is because BATB is a responsible company and wants to generate profit for all its stakeholders and create and maintain a win-win situation for all.

Growing our share of the total tobacco marketThe biri segment has captured the major share of the total tobacco market. BATB plans to uptrade the smokers in the country and wishes to transfer their smoking habit from biri to cigarette. This is also coherent with the first objective of the mission as more people will start smoking BAT brands instead of biri, more the revenue will increase.

Dominating key identified segments The total brand portfolio of the company is divided into 3 major segments- high, medium and low. BATB is already dominating the high and medium segment in the market. But it is facing tremendous competition in the low segment. BATB wishes to dominate all the key identified segments and they are planning accordingly. The company doesn’t have any brand competing in the very low segment.

1.7 Historical Background of BATB

British American Tobacco Bangladesh (BATB) Company Limited is the recognized leader in Bangladesh cigarette market, with a long established reputation for providing its consumers with consistently high quality brands. The journey of this company started long back. BATB was

established back in 1910 as Imperial Tobacco Company Ltd. with head office in Calcutta. In the very beginning Imperial Tobacco Company (ITC) launched a branch office at Moulivibazar Dhaka in 1926. Cigarettes were made in Carreras Ltd., Calcutta. Imperial and Carreras merged into a single company in 1943. After the partition in 1947, cigarettes were coming freely from Calcutta, but introduction of customs barriers in 1948 between India and Pakistan interrupted the smooth flow of cigarettes from Calcutta to East Pakistan. In March 01, 1949 Pakistan Tobacco Company (PTC) came into existence with head office in Karachi; with the assets and liabilities of ITC Limited held in Pakistan. The then East Pakistan Office was situated in Alico Building, Motijheel. In order to meet the increasing demand, the first factory in the then East Pakistan was established in Chittagong in 1952. From this time onwards requirements for cigarettes for East Pakistan markets were met from products manufactured in Karachi. In 1954 PTC established it’s first cigarette factory although high-grade cigarettes still came from West Pakistan. The Dhaka factory of PTC went into production in 1965. After the War between India and Pakistan in 1965; the import of tender leaf from India for the production of Biri was stopped. This gave a big boost to cigarette business. It was at that time the East Pakistani entrepreneurs set up 16 cigarette factories in this region.After independence, Bangladesh Tobacco Company (Pvt.) Limited was formed on 02 February 1972 under the Companies Act 1913, with the assets and liabilities of PTC. Shareholding position for GOB and BAT was 1:2. BTC (Pvt.) was converted into a public limited company on 03 September 1973. British American Tobacco played a pivotal role in BTC's creation in 1972 and since then has been involved in BTC's development every step of the way. To pronounce the successful relationship with British American Tobacco, BTC has changed its name and identity to British American Tobacco (BAT) Bangladesh Company Limited on March 1998.

March 1949 Formation of Pakistan Tobacco Company (PTC)1954 PTC opened its first factory in Fouzdarhat, Chittagong1962 Opened a branch in Moulavibazar, Dhaka1965 Building of a factory in Mohakhali, DhakaFebruary 1972

Incorporation of Bangladesh Tobacco Company with a paid up capital of Tk. 400 million

March 22, 1998

Changed its identity from Bangladesh Tobacco Company (BTC) to British American Tobacco Bangladesh Company Limited (BATB)

Source: BATB

Table : 1 BATB History

1.8 Structure of BATB

BATB is a public limited company. Management Director is the operational head and appointed by the British American Tobacco. Head of every department carries out their functions with the help of line managers. Different departments have different structure according to their function and responsibility.

Source: BATB

The “Board of Directors” and Executive Committee (EXCO) govern the overall activities of the company. The "Board of Directors" is composed of 10 members who are called Directors. The Chairman heads the “Board of Directors”. Chief Executive of British American Tobacco Bangladesh is called the "Managing Director" who is normally appointed by "BAT Holdings". Managing Director of the company is the chairman of the Executive Committee. This committee includes the head of all the functional departments.

BOARD OF DIRECTORS

Chairman

Managing Director

Deputy Managing Director

Finance Director

Rep. of ICB Rep. of Ministry of

Finance

Rep of Ministry of Industry and

Commerce

Rep. of BAT

Figure: 2 Board of Directors

BRITISH AMERICAN TOBACCO BANGLADESH

Source: BATB

Emil MoskofianManaging Director

Golam MainuddinDeputy Managing Director

Rashed AhmedHead of

Marketing

Mahbubur Rahman

Head of Legal & Secretarial

Paul Thompson

Head of Operations

Alan KingHead of Finance

Ezaz Ahmed Choudhury

Head of Leaf

Arif ShahriarHead of Human

Resources Head of CORA

Vasanda KadarasenHead of IT

Figure: 3 Executive Committee

1.9 Functional Areas

BATB has been operating its business under the following major functional areas: Production

Leaf

Finance

Human Resource

Brand Marketing

Trade Marketing and Distribution

Information Technology

Corporate and Regulatory Affairs

Business Development

1.10 Ownership Status of the Company

British American Tobacco Bangladesh is listed in the "Dhaka Stock Exchange (DSE)". It has an authorized capital of Tk. 400,000,000 of 40,000,000 ordinary shares of Tk. 10 each. British American Tobacco Bangladesh, which encompasses 62% of the shares of the British American Tobacco, London. The Government held 32% of its shares. Subsequently the government has gradually sold its holdings to different organizations of the country. The composition of shareholders on December 31,1999 were:

Raleigh Investment Co. Ltd. UK 65.91%Investment Corporation of Bangladesh 26.99%Sadharan Bima Corporation 2.86%Bangladesh Silpa Rin Sangstha 0.84%Government of Bangladesh 0.65%Sena Kalyan Sangstha 0.52%Others 2.23%

Source: BATB

1.11 Physical Infrastructure of the Company

The infrastructure of the company has a broader field where the company plays its important role. BATB has 6 Regional Trade Marketing Offices (RTMOs), 12 Regional

Table : 2 Investment Percentage

Sales Depots, 1 Factory, 1 Green Leaf Threshing Plant, 7 Leaf Depots and a Head office consisting of Corporate Head office and Production Head office. The Company’s Head office and Cigarette factory are located in Dhaka. A Green Leaf Threshing (GLT) Plant has been set up in Kushtia and it has started operation from April 1995.The company’s products are manufactured in the factory at Mohakhali, Dhaka. The Plant Manager who reports to the Production Director at the Head Office heads Dhaka factory. The company’ procures tobacco leaf maintaining the international standard and it imports processed tobacco leaf for its international brands. It procures green tobacco from the registered farmers of the leaf area mainly for it’s local brands.The company’s authorized leaf areas are located in Kushtia, Chittagong and Manikgonj. But bulk of tobacco leafs comes from Kushtia region. The Chittagong area is under development process and it now covers Rangunia and Lama. The company operates 7 leaf depots in he leaf area. 4 of them are located in Kushtia region, 2 of them are located in CDA and other 1 is in Manikgonj, The company provides all sorts of supports to the registered growers through its depot personnel. This includes technical know how, agricultural inputs and financial assistance.The company performs its sales and distribution operation all over the country through its five regional sales offices. They are located in Dhaka, Khulna, Chittagong, Sylhet and Rajshahi. Each of the regions is again divided into operational areas, each of which in turn is divided into territories. To perform its sales and distribution smoothly, the company operates 10 sales depots in different locations of the country and it has 63 authorized distributors.

1.12 Tobacco Cultivation in Kushtia

Tobacco cultivation in Kushtia Leaf area was first introduced in 1967 with an area of 10 acres. It was expected to expand to 650 acres by 1971 Flue-cured and air-cured tobacco were cultivated in Kushtia and the Leaf Department achieved self-sufficiency in cigarette tobacco by 1975. Tobacco cultivation though registered growers and procurement of the product tobacco is done through four leaf depots In Kushtia. Those depots are Meherpur, Jhenidah, Chechua and Allardarga Leaf Depot. Kushtia Leaf Factory stands on 4.31 acres of land and is located at about three kilometers away from main town. The Green Leaf Threshing (GLT’) plant could complete the entire leaf purchase in 1995. A team of management including the Plant Engineer, Processing Manager, Shift Manager, Quality Control Manager, Leaf Account and the Leaf personal Manager is managing the GLT plant. The Plant Manager is the team leader of GLT management team.

1.13 EHS Policy & different CSR activities:

All the activities in the manufacturing unit and Green Leaf Threshing Plant ensure that work is conducted in a manner to minimize environmental pollution. Kushtia a GLT has won British American Tobacco’s EHS (Environment, Health and Safety) Merit award for the year 1995 and 1996 for achieving consecutive two years of operation with zero accident. The company also received the prestigious EHS Silver Award for 1999 without any lost time accident in any part of the company, which was the second year in a row.

Afforestation

Afforestation Vision:

1. Introduction

No one can deny how important the forest diversity is for mankind. Almost everyone to meet their needs uses different kinds of plants, either wood or non-wood. Several of wood from forest has been used for raw materials for housing, furniture, and other tools for human needs. As their main source of vegetable nutrients to sustain their lives, people consume non-wood substances from the forests, such as fruits. Roots of the trees are used as raw materials for different kinds of medicines. In addition, forest is home for many different kinds of fauna with countless value. Another importance of the forest is to prevent flood disaster through its function in reducing surface flow and increasing water infiltration into the ground. Furthermore, the existence of the forest would protect the soil from erosion due to the continuous rainfall. To provide all these natural services, it is generally estimated that 20-25 percent of the total land area of a country should have forest cover.

While the loss of individual species catches our attention, it is the fragmentation, degradation, and loss of forests and other ecosystems that poses the gravest threat to biological diversity. Forests are home to much of the known terrestrial biodiversity, but about 45% of the Earth’s original forests are already gone, cleared mostly during the past century. In Bangladesh, it is widely suspected that the amount of land left with any forest cover is no more than 6% of the total land area of the country. Since more that 80% of the total population in Bangladesh live in the villages, they have to heavily depend on fuel-wood for both domestic and external consumptions. It is estimated that about 85% of the total fuel/energy requirement of these rural households is met through various natural sources including the village forests. Note that the population density of Bangladesh is 868 inh/km2. Its population is projected to grow to over 200 million by 2050. Coupled with commercial extraction, this puts enormous pressure on the existing forest resources.

Establish British American Tobacco Bangladesh as the leading corporate promoting sustainable forestry management in Bangladesh.

2. Importance of Forest Resources in Tobacco Industry

Wood in all its guises in central to processing: from drying tobacco before getting to the plants, through to cardboards and wrappers, cigarette bodies and filters. The flue-cured tobacco used for manufacturing cigarettes mostly depends on fuel-wood for curing. Interestingly enough, even bidi consumers are now showing preference towards flue-cured tobacco. On the other hand, the filter process is predicated on a reliable source of quality pulp for cellulose, and for the correct length of fiber for starting the basic process. The reliance of imported wood products, some of which may be derived from non-sustainable hemlock, entails a number of problems. It is not known yet to what extent the paper and pulp used by the tobacco industry comes from sustainable forests.

Likewise, through its operations, the tobacco industry explicitly or implicitly influence the status of forest diversity. For example:

As a land-owner, the tobacco industry has an impact on forest diversity through building, development or sudden changes in land-use which destroy biodiversity-rich habitats or reduce the variety of local species.

Tobacco industry has an impact on forest diversity through its supply chain and use of raw materials, for instance, sourcing fuel-wood from Ipil-Ipil plantations which replace native forests, or using products from species which are over-harvested.

3. Backdrops of BATB Afforestation Initiative

Presently BATB enjoys a market share (volume) of about 50% in the cigarette industry. All BATB cigarettes are heavily depended on flue-cured tobacco. It is generally estimated that for one kilogram of tobacco to be flue-cured, five kilograms of fuel-wood is required. Hence, for a long time, BATB had been widely accused of deforestation, especially in its growing areas. Interestingly enough, though there are a number of companies involved in the tobacco industry (none of which has any significant presence with respect to afforestation), BATB has singularly and frequently enough been pointed at for the loss of forest cover.

The sustained flow of access to fuel-wood enables to keep the total production cost of tobacco in check. In other words, to meet the operational requirements of fuel-wood, it had been recognized that BATB has to put back to the nature at least what it extracts. Subsequently, BATB had initiated its afforestation drive in 1980. Setting a 5-year cycle of harvesting, BATB decided to promote planting of Ipil-Ipil due to its fast-growing characteristic.

Since the forest resource base of the country was alarmingly denuding due to various natural (biological attrition) and anthropogenic reasons (e.g. population pressure), BATB felt that, as a responsible company and as a development partner of the country, it

must assist and contribute in rehabilitating the forest ecosystems. Hence, while setting the targets for its afforestation initiative, BATB decided to plant 1.5 saplings for 1 tree harvested by the tobacco industry. Moreover, to ensure spreading the benefits of its afforestation efforts across the country, BATB decided to go well beyond its growing areas. So far, BATB has either planted or distributed some 43 million saplings countrywide with a survival rate of 90%.

4. Emergent Issues

Based on a trend analysis, over the period of 1995-2002, crop volume of British American Tobacco Bangladesh has increased by 350% whereas fuel-wood requirement increased by 250%. This is largely due to the fact that about 70% of our fuel-wood requirement has now been met through alternative sources. Dependence on alternative sources has to be carefully monitored since it, in reality, diminishes the opportunity for the households to use them for domestic purposes. And this then, in turn, forces increased use of fuel-wood for domestic purposes and hence contributing towards setting a vicious cycle.

On the other hand, all over the world, stakeholders are more and more becoming vocal on environmental issues putting special importance on responsible environmental-friendly behavior by the businesses. Responding to this stakeholders’ expectation, for instance, globally many MNCs have already registered themselves in the Business in the Environment (BiE) Index. British American Tobacco is one such company. Interestingly enough, though BAT had had world class standards of environmental performance (brown or pollution issues) in place, after the launching of BAT Biodiversity Partnership in 2001, BAT’s ranking jumped from 32nd to 18th.

Similarly, in the Dialogue 1 of the Social Reporting process of British American Tobacco Bangladesh, after screening and clustering the expectations put forward by the stakeholders, environmental performance (including biodiversity-friendly afforestation) was one of key issues identified.

5. Objective/Key Platform

☼ Meet the woodfuel requirement of the tobacco industry in Bangladesh.☼ Encourage use of alternative woodfuel for tobacco curing.☼ Contribute in increasing the forest cover of native species.☼ Utilize afforestation initiative to demonstrate corporate social responsiveness.

6. Projections/Scenario

Tobacco Growing – industry requiremento 47.22 mln kg for 2004 o 76.4 mln kg in 2012

Wood fuel Requirement – 30% of the total tobacco

o 78.68 mln kg for 2004o 124.9 mln kg for 2012

Saplings Requirement - 40 Kg wood fuel/plant on averageo 1.97 mln saplings for 2004o 3.12 mln saplings for 2012

Factoring-in 90% Survival Rateo Additional 0.197 mln saplings required for 2004 – total 2.17 mlno Additional 0.312 mln saplings required for 2012 – total 3.43 mln

With respect to 1:1.5 ratio as well as exotic and native species perspectives:

Sapling requiremento 3.25 mln saplings for 2004 o Similarly, 5.15 mln saplings for 2012

Projected costing o Tk 3.58 mln (Tk 1.1/sapling) in 2004o Tk 6.7 mln (Tk 1.3/sapling) in 2012

Reserve (non-harvesting) forest of native species – 0.7 mln each yearo @Tk2.5 per sapling in 2004 – Total Cost Tk 1.75 mlno @Tk3.5 per sapling in 2012 – Total Cost Tk 2.45 mln

7. Key Performance Indicators

Plant and distribute saplings (preference on fast-growing varieties) of the amount of 1.5 times the tobacco industry requirement every year

Plant and distribute annually 700,000 saplings of native varieties 50% of the native variety saplings will be distributed and planted in the growing

areas. 50% of the native variety saplings will be planted in strategic locations through

strategic partnerships

Biodiversity

British American Tobacco Bangladesh is the first company in the country to embrace biodiversity into in our way of work. British American Tobacco Bangladesh drafted its Biodiversity Conservation strategy in the year 2002 which is also a first of its kind by any corporate in Bangladesh. The primary objectives of the Strategy is raise awareness among company’s internal and external stakeholders, promote biodiversity and sustainable use principles in the operations of British American Tobacco Bangladesh, showcase ‘best practice’ examples and influence others to participate in biodiversity conservation. Our tobacco production demands uses from goods from the natural environment, such as tobacco, paper and board. The use of these natural resources in our operations requires us to contribute in the environmental sector of the country. British American Tobacco has committed itself to attaining world class standards of environmental performance. In line with this approach,

British American Tobacco focuses on reducing waste, promoting recycling, cutting water consumption, using raw materials efficiently, improving soil quality, introducing alternatives to agricultural chemicals and wood fuels in tobacco growing, reducing fossil fuels dependence, and limiting atmospheric emissions.In addition to that British American Tobacco believes that, as a conscious and responsible corporate citizen and as a user of biological resources for its operations, it must contribute towards ensuring sustainable utilization of natural resources and conservation of biodiversity. Hence British American Tobacco has entered into a biodiversity partnership with four independent international NGOs which specialise in the conservation of biological diversity. They are: Fauna and Flora International, Earth watch Institute (Europe), Tropical Biology Association, and Royal Botanic Gardens Kew. The objective of the Partnership is to work towards the conservation and management of biodiversity in ways relevant to sustainable development. Fundamental to the achievement of this objective in the longer term, is the development of a process of governance and leadership through which companies operating in controversial sectors can engage effectively with non-governmental organizations (NGOs) in order to help promote biodiversity conservation and management.

DISHARI- A Basic IT Education Centre

Introduction:

Project “IT Education” is one of the BATB’s social initiatives to respond to SMC. To respond to the country’s thrust sector, BATB shall endeavor to leverage IT opportunities in Bangladesh by providing basic IT Education in the rural areas.

Project Objectives:

British American Tobacco Bangladesh established Dishari, a basic IT education centre in support of its commitment to be a development partner of Bangladesh and to support the government's emphasis on IT. The objective of Dishari is to provide computer education, free of cost, to those who can less afford it. It works with a philosophy of providing a platform to the students which will help them in their endeavor to grow in future.

Backdrops of Dishari initiatives:

Dishari a basic IT education centre was born in July 2002 to spread IT education among the youth of the country who can less afford it. British American Tobacco Bangladesh has taken this initiative in support of its commitment to be a development partner of Bangladesh and to support the government's emphasis on IT. The education centre is aimed at providing basic computer education to those who can less afford it. Dishari works with a philosophy of providing a platform for students which will help them grow in future. Dishari started its journey with a few students in Chechua, Kushtia. Since then 3 more centres of Dishari have been established, one at Moulvibazar in Sylhet in May 2003, the 3 rd

one at Manikganj in April 2004 and the 4th and the last one at Chokria in Cox’s Bazar. Till date 342 students passed out from the 3 centres of Dishari who have a basic understanding of IT. So far, 101 female students have passed out from Dishari.Dishari Chokoria kicked off on 10th April 2005. The class environment in this centre is the same as that of the other 3 centres. Dishari has produced students who accomplished very positive results. Some of the students have got jobs in the areas of data entry, computer composition, VDO editing, CD writing and as computer teachers in schools. Last but not the least; three students of Dishari have endeavored into a small business providing various computer services in Kushtia. Dishari seeks to provide quality education to the students through its unique facilities. The centre provides the following facilities which are:

Future of Dishari

British American Tobacco Bangladesh remains committed to bring continuous improvement to Dishari. As part of that commitment 3 students from the 3 centres of Dishari have been provided with financial support to pursue an advanced level of IT education outside Dishari based on their merit and skills. This is a commitment that the company will pursue in the future.

1.14 Commitment to Develop the Future

British American Tobacco has over the decades consistently invested in the Bangladesh market through BATB. Thus BATB has always been in the business of manufacturing and marketing brands that meet standards found anywhere in the world.The company believes in attracting the best talent available by offering a challenging working environment with international career development opportunities. Individuals here are entrusted with significant responsibility and autonomy, and investment in people through regular training and career development has helped to establish a culture, which encourages people to think creatively, generate new ideas and approach problems from a number of different perspectives. In the quest of becoming a World Class Company by achieving the visions, strategic imperatives and the values, the company has launched a change management program called – Winning In Our World in 1999. The objective is to bring about a cultural change by embedding the WOW Values and removal of barriers. To this effect the company has organized different workshops, employee care and development activities throughout the year with direct participation of its people.With state-of-the-art machinery, world-class people, and a portfolio of world-beating brands, British American Tobacco Bangladesh couldn't be anything but instinctively international.People's attitudes have changed much over the time. Without this changed attitude of excelling in their performance it would not have been possible to make so much progress.

This spirit of people will help in achieving the company's Vision and Mission and ultimately to be a world lass company.Lotus notes is a highly evolved advanced communication system of BAT through which all the employees of BAT worldwide communicate among themselves. This is a hi-tech device that helps to provide quick and uninterrupted communication and factual information. Quantum is a marketing information tool with the objective of effective utilization of marketing spends through better targeting and evaluation of BATB’s marketing activities. This is a strategic investment that helps BAT to achieve competitive edge in case of facing any competition. The company has implemented Tetra CS/3, a totally integrated software package that links Manufacturing, Finance, and Distribution providing one set of clearly understood information that can be used throughout the company. Apart from this software, the company uses several other software packages for some specific purposes that can also be shared throughout the company. Another important development with regard to accessibility of information is the implementation of the Global Enterprise Network (GEN) standard. GEN provides a standardized IT infrastructure throughout the British American Tobacco group that allows users to access their work areas from any location within the group.Also the company has developed a system to have better control of its supply chain process. This has made a major impact in terms of automating the entire supply chain process from shipping godown to retailer, providing on-line information at every stage of the secondary supply chain.As a company that aspires to be the world class, the company also looks at the interests of its suppliers and trading partners. A team is currently looking at how the company can support them as they strive to improve their performance.

Core Functional AreasCore Functional Areas

Chapter 2

2.1 Leaf Department

At the time of the liberation war in 1971, only 600 acres of land were used for the production of cigarette type’ of tobacco. Major portion of the total local requirement of cigarettes were imported from West Pakistan. Immediately after the independence, owing to the shortage of foreign exchange, import had to be reduced. There was an urgent need for increasing local production of tobacco. The sustaining efforts of the company and the response of the farmers were so effective that the country became self sufficient in cigarette tobacco by 1975. In recognition to that outstanding performance, the company was awarded the President’s Medal in 1976. In 1996, the company purchased about 5500 tons of tobacco leaf from its registered farmers.The Leaf department is involved in cultivating and purchasing flue-cured tobacco. BAT does not do not own farmland nor does it employ farmers directly to produce the tobacco it uses for cigarette production. Instead, each year the company registers thousands of farmers along with their land, to grow and cultivate tobacco crop. The company provides seed, fertilizer, and other loans to the farmers throughout the crop season to ensure quality growth. At the end of the season BAT buys fixed quantities of tobacco from the farmers, paying rates based on the grade of the crop. Tobacco growing and buying activities is conducted throughout the country. The two main areas are Kushtia Leaf Division and Chittagong Development Area.

Green Leaf Threshing Plant (GLT)

The tobacco crop is processed at the Green Leaf Threshing (GLT) plant in Kushtia. The purpose of the GLT is to convert the tobacco into a form suitable for cigarette production. The tobacco is brought to a uniform moisture level and temperature. Initial blending of the different grades of tobacco takes place at the GLT. The processed tobacco is sized and packed before delivery to Dhaka factory.

The Leaf department makes an estimate of the quantity of tobacco that BAT will need to purchase for the based on the input of the Sales & Operation Planning (SOP) committee. Based on these estimates the number of farmers and the amount of land, which will have to be registered, are fixed. The leaf season begins in the month of July. At this time tobacco seedbeds are prepared to generate the seed that will be distributed to the farmers for cultivation. Plantation in the registered lands occurs during October and November. BAT provides the necessary

fertilizer, pesticides, and other loans to ensure proper growth for the crop. Farmers use their own irrigation and plowing methodology to prepare the land. Harvesting and curing begins at the end of January and continues till March. Almost 100% of raw tobacco is 'flue' cured.The buying process begins in mid-February and continues till the end of May. The farmers bring in their cured tobacco in the form of bales to the buying courts in the depots. The tobacco is graded according to set criteria and purchased at these sites. All relevant information is marked on the bales and stored at the depots till shipment to the GLT.At the beginning of the season the various depots distribute registration forms to the farmers in its region. BAT strives to maintain an ongoing relationship with its registered farmers. Information on each farmer is maintained at the depots through in-house database software called Integrated Leaf System (ILS). On the basis of these records a decision is made on whether to register the farmer for the following crop season.Buying courts are located at the depots. The farmers bring their tobacco to these sites in the form of bales on a specific day and time. At the buying courts the bales are graded, priced and weighed. After the tobacco is bought and graded it is stored in the depot godowns; each bale identified with its grade, weight, and price. These bales are stored in the depots and moved to the GLT when needed for processing.

Tobacco Processing

The Green Leaf Threshing Plant in Kushtia is used to treat the raw tobacco and convert it to a form suitable for use in cigarette production. It is a seasonal factory operating for six months of the year, on two shifts per day. The remainder of the year is used to clean the machinery and make modifications as necessary.

Each tobacco leaf that is processed at the GLT is separated into four components- tip, lamina, stem, and by product. At the beginning of the process flow, tips of the tobacco leaves are cut off by a calibrated cutter. The leaves are then passed through the sand reel where foreign materials and dirt are separated. The tobacco leaves are then proceeds to the threshing line to separate the lamina from the stem by hitting the leaves. The separated lamina are then dried and the re-dried lamina is then packed at a temperature of about 43 Degrees Centigrade with approximately 12% moisture content for storage. The separated stem, meanwhile, moves to the stem dryer where it is re-dried for storage purposes and then sent to the stem packer. The moisture content level of the stem is brought to around 12% at the time of storage. Byproducts are sold to the outside contractors.

The GLT's main objectives are as follows:

1. Separate Lamina from Stem

2. Retain physical and chemical properties of the leaf.

3. Removal of foreign materials.

4. Conversion of bale to packed dry product capable of long storage.

After the tobacco is stored in the depots, it is brought to the godown at the GLT for processing. The GLT godown has a capacity of around 500 tons. The different 'buying' grades of tobacco are combined in fixed proportions to create 'packing' grades. The packing grades are further blended at Dhaka factory. This final blend goes into the different brands of cigarettes.Although the primary objective of leaf department is to ensure continuous supply of tobacco, leaves were exported in a highly competitive world market as well. Exports of tobacco during 1997 earned BATB in excess of two million dollars, with sales being made to UK, Hungary, New Zealand, Egypt, and the USA.

Leaf Tobacco Export Volume

YearQuantity(Metric Ton)

Value(US Dollar)

Price/Kg(US Dollar)

1993 329.1 877,000 2.661994 259.2 677,400 2.611995 279.2 672,700 2.411996 182.4 516,400 2.831997 987 2,201,500 2.231998 1130.2 2,250,400 1.99

Source: BATB

Important functions that Leaf Department carries out

Provides technical know how, financial assistm1ce and agricultural inputs to the Registered farmers.

Purchases tobacco leaf from the growers.

Processes tobacco leaf ready for insertion in the Production Department.

Table :3 Leaf Tobacco Export Volume

Provides storage and transportation facilities in carrying tobacco to and from the factory.

Strengthens social relationship through different community development projects in the leaf areas, like encouraging and helping to build a vegetable garden at the premises of the growers.

Exports tobacco leaf.

Head of Leaf

Export Manager

Leaf Blender

Leaf Social Projects Manager

GLT Plant Manager

Leaf Finance Manager

Leaf Human Resource Manager

Divisional Manager (Kushtia)

Assistant Leaf Blender

Leaf IT Manager

Maintenance Manager

Processing Manager

Shift Manager, 1

Shift Manager, 2

Deputy Leaf Finance Manager

Assistant Leaf Finance Manager

Divisional Manager

(Chittagong)

Regional Manager

(Chittagong)

Regional Manager

(Cox’s Bazar)

Leaf Officer Leaf Officer

Regional Manager

(Meherpur)

Regional Manager

(Chechua)

Regional Manager

(Allardarga)

Regional Manager

(Manikganj)

Agro-chemical Manager

Regional Manager

(Jheneidah)

Area Leaf Manager

Leaf Officer Area Leaf Manager

Area Leaf Manager

Leaf Officer

Coordination Officer

LEAF ORGANOGRAM

Figure: 4 Leaf Organogram

2.2 Production DepartmentThe Head of Production looks after the production and takes necessary steps to smooth out the production process. The entire production process is performed at the Dhaka Factory. The motto of Production Department is to ensure the high quality and productivity, steadily for the last few years. The production department has been very successful in meeting the challenges and the company now produces a wide range of filter cigarettes to meet the market demands. All the local brands are now available with its international brands.

Existing Production Facilities

Capacity Output: The country’s biggest manufacturing plant is owned by BATB with a capacity of 80 million (rounded) sticks of cigarettes per day in 3 shifts.Actual Output: Presently the factory is producing 60 million sticks per day hence they need 70.000 kg of tobacco leaf.Reasons for the difference: The market is the main reason for the difference between actual and capacity output. Wastage is approximately 4% - 5% of the tobacco leaf used and it occurs in three from namely - rejection, yield loss and accountable loss.

Raw Material Used: The following table summarizes the raw materials used for producing cigarettes. The procurement sources are shown in the same table.

Raw Materials SourceBulk Tobacco Locally produced in leaf areasBlending Tobacco ImportedCigarette Paper ImportedFilter Material ImportedPacking Material Local

Source: BATB

Initial Storage in Dhaka

Processed tobacco from the Green Leaf Threshing Plant (GLT) in Kushtia and imported tobacco are brought and stored in the Bangladesh Machine Tools Factory (BMTF) godown. BATB has rented 5 godowns at the location with a total area of around 130,000 square feet. The tobacco is transferred to Dhaka factory for cigarette production as needed. The godowns are maintained and guarded by the outside contractors.

Table :4 List of Raw Materials

Tobacco is brought in from the BMTF to Dhaka factory as is required for production. Dhaka factory has one bonded godown, which is used to store, imported wrapping materials and two non-bonded godowns to store tobacco. The tobacco is released from the godowns to the production floor as specified by the production schedule. Issues from the bonded godown are in control of custom officials and transferred in small quantities as needed. Relevant taxes and tariffs are paid at issue. Issues of tobacco to the production floor from the non0bonded godowns conducted daily in large quantities as specified in the production schedule.

Production Process

The Primary Manufacturing Department: The primary manufacturing department (PMD) is responsible for further conditioning the domestic and important tobacco to make it ready for production. The tobacco passes through a set of integrated and regulated machinery whose purpose is to blend the different 'packing grades' in specified proportions, convert the bales into 'rag' suitable for use in cigarettes, and bring tobacco to a uniform temperature and moisture.

The Secondary Manufacturing Department: The secondary manufacturing department (SMD) uses the tobacco that is blended and conditioned by the PMD along with wrapping materials to manufacture cigarettes. The PMD delivers its final processed tobacco to the Cut Tobacco Store (CTS). The CTS has a 50-ton storage capacity and the tobacco is stored there typically for one and a half days before it is used. The SMD brings in the processed tobacco from the CTS as needed for production along with wrapping material.

Currently there are 16 cigarette-making machines at Dhaka factory, which are operated in three daily shifts. Shift engineers and officer's monitor shift activities to ensure quality production. The flow of tobacco and cigarette paper to the cigarette making machines are regulated by six (programmable Logic Controlled) PLC controlled feeders. These feeders send in the required quantities at the right time to ensure smooth production. Each brand of cigarette is monitored by a separate feeder. In addition to the tobacco and cigarette wrapping material, filter rods are fed into the machines for cigarette production. The machines combine these three inputs to generate cigarettes as output. Defective cigarettes are either identified manually or by built in sensors and removed from the production flow. The tobacco from these wastes is removed and reused for cigarette production. The manufactured cigarettes are deposited in trolleys and carted to the packing machines.There are currently 18 packing machines at Dhaka factory. These machines are equipped with the wrapping material used to pack the cigarettes. Almost all of the wrapping materials used are imported. Local companies, however, conduct the printing work that is

required. The manufactured cigarettes are fed from trolleys into the packing machines, which generate the packed cigarette as output. The flow is monitored closely to identify and eliminate defective products.In addition to the cigarette manufacturing and packing machines, Dhaka factory has two Secondary Production Units (SPU). These are used exclusively to produce the State Express 555 and John Player Gold Leaf brands. These modern production lines are different from the other machinery in that both cigarette manufacturing and cigarette packing can be conducted in one process flow. This reduces the time needed to manually put the cigarettes into trolleys and cart them to the packing machinery. The SPU makes approximately 8000 cigarettes per minute. Defective cigarettes are detected by sensors in the machines and are removed automatically. In addition manual checking is conducted for quality control purpose.

Filter Rod Department

The filter rod department is responsible for manufacturing the filters needed in each cigarette. It plans its production in coordination with the PMD and SMD to make sure that the right quantity is available at the right time. Two filter sizes are produced- 11 mm and 20 mm. There is one machine that produces 3333 rods/minute and 2 others that produce 1800 rods/minute. For filter rod manufacturing, 100% of the materials are imported and therefore, wastage is closely monitored.

The finished cigarette stock is brought in from the holding room at the SMD and kept at the shipping godown prior to delivery. The godown has a capacity of 260 million cigarettes. Trucks belonging to the outside contractors arrive daily to deliver the stock to the various Regional Trade Offices (RTO) around the country. The marketing department issues a daily shipping program specifying the stock that needs to be allocated. This information is input in software to generate a truck allocation scheme. Trucks going to Dhaka carry 2 million cigarettes per trip and those going outside Dhaka carry 3 million cigarettes per trip. VAT documents are sent along with the trucks.In the manufacturing area significant progress had been made in the computerization of business process. Planning, scheduling, and material ordering are operating under an integrated system. This approach is likely to reduce stocks in hand thereby releasing cash tied up in working capital. In 1997 wireless networks had been installed in the Kushtia leaf areas linking the four depots and the GLT plant for both voice and data communication. These investments support the core operational processes bring efficiency and productivity gain to these areas.

Production Personnel Activities

Production HR Manager: Production HR Manager deals with the factory personnel department and he is the head of this department. Production Training and development Manager and Employee Relations Officer help him to deal with the personnel affairs and trade union.Operations Development & Regional EHS Manager: He has been assigned the responsibility to ensure the overall safety of the factory. He is responsible for monitoring and maintaining the safety standards in the factory. Management of the factory is very much concerned about safety of the workers at the production premises.Quality Services Manager: Quality Services Manager is responsible for enduring the quality of the products. The quality of the products has been given the prime importance by the management. “Quality First” is the slogan of the company and all products undergo rigorous quality testing.

Head of Production

Coordinating Officer

Manufacturing Manager

Quality Services Manager

Technical Development

Manager

Procurement Manager

Security Manager

Human Resource Manager: Production

Operations Development & Regional EHS

Manager

Planning & Logistics Manager

Asst. Quality Services Manager

Project Engineer

Security & Services

Manager DF

Coordinating Officer EHS

Manager

Production Training &

Development Manager

Industrial Relations &

Welfare Manager

Employee Relations

Officer

Material Procurement

Manager (Printing)

Material Procurement

Manager (Papers & Spares)

SMD Shift Manager

Processing Manager

Maintenance Manager

Services Manager

D Shift Manager Maintenance

Engineer E&E

E Shift Manager

C Shift Manager

Maintenance Engineer PMD

Maintenance Engineer HL

Maintenance Engineer SC

Production Planner

Wrapping Material Manager

Leaf logistics Manager

Primary Supply Chain Logistics

Manager

Leaf Import Logistics Manager

Coordinating Officer

PRODUCTION ORGANOGRAMFigure: 5 Production Organogram

2.3 Trade Marketing & Distribution Department

Mission and Objectives of TM&D Department

“Reach our target consumers in the most efficient and effective way by becoming benchmark supplier to the trade within strategic channels in every market place where we do business”The major focus of the TM&D department of BATB has always been reaching the target smokers by ensuring proper distribution reach and thus ensuring the availability of all our brands in the targeted outlets. At the same time it must be done in an effective and efficient way by reducing cost and to make higher profit. The TM&D is targeting to become the benchmark supplier in the trade in terms of diversified brands, their volume and also promotional activities. TM&D is maintaining their existing strategic channels like convenience, grocery, HoReCa etc and also exploring new opportunities to increase their distribution reach within their existing as well as in the new markets. Thus TM&D is contributing significantly in achieving the company mission.

The Trade Marketing and Distribution department identifies the areas in which best practice must be achieved to enable markets meet the Trade Marketing and Distribution objectives, which are:

1. Create an efficient entry barrier against international competition.

2. Improve our benchmark supplier status to the trade pioneer among all FMCG companies.

Six critical factors to achieve TM&D mission:1. Secondary Supply Chain/ Product Management: Optimize cost and performance while ensuring achievement of brand objectives. The associated sub-activities are:

Supply chain strategy/management

Order management

Order fulfillment

Trading Terms

Inventory management

2. POP (point of purchase) Management: Create effective competitive entry barrier at point of sales while driving international brands. The associated sub-activities are:

Display

Promotions

In-store Communication/Advertising

Implementation

HoReCa (Hotels, Restaurants and Cafes)

3. Account Management/ Channel Development: Create an effective entry barrier while driving brand imagery, awareness and trial in HoReCa and superior grocery outlets. The associated sub-activities are:

Account planning

Account profitability

New business development

4. Strategy and Planning: Ensure effective implementation of EMF (effective market focus) process to support achievement of company’s objectives. The associated sub-activities are:

TM&D planning

Cycle planning

Coverage planning

5. Resource Management: Ensure that TM&D organogram is responsive to the changing trade and company needs. The associated sub-activities are:

Financial planning and management

Manpower planning

Organization development

Management information for marketing overview

6. Information Management: Drive Quantum business benefits to the fullest. The associated sub-activities are:

Market Intelligence

Internal Monitoring

Information Technology

Customer Satisfaction

Structure of TM&D Department

Source: BATB

Regional Trade Marketing Office (RTMO)

The British American Tobacco Bangladesh has a well-defined mission for the marketing and distribution of products, which is to reach the target consumer in the most efficient manner by becoming the benchmark supplier to the trade within the strategic channels in every market where the company operates. A well-organized trade marketing team is working continuously to make this mission successful; furthermore the whole country has been divided into six regions to perform the marketing activities efficiently. Moreover the regions are further spitted into 11 areas. Right now there are 6 regional managers, 12 area managers and 42 territory officers working under the Head of Trade Marketing. At present, there are 63 distributors involved with BATB who are responsible to make the products of the company available throughout the country.

Head of Trade Marketing

Regional Manager

Area Manager

Territory Officer

Six regional managers

For each territory

Head of Trade

Marketing

Coordinating Officer

Trade Finance Manager

Trade Development

Manager

Marketing IT Manager

Demand Manager

Cycle Planning Manager

Trade Marketing Training Manager

Merchandising and Sales Promotion Manager

Analysis and

Reporting Manager

Quantum System

Manager

Figure: 6 Trade Marketing Organogram (Head Office)

Source: BATB

The British American Tobacco Bangladesh considers the distributors as their customers. They have identified the distinction between the ‘customers’ and ‘consumers’ in a proper way. Consumers are those who buy cigarette for smoking. The Company sells their product to the distributors; in turn the distributors sell to the retailers and cash & carry as well. Cash &carry are nothing but wholesalers. Cash & Carry are needed because at times the retailers may not have adequate funds to buy the required quantity. However, the company is trying to discourage the use of these wholesalers to control the price of their product in the market. Generally, the trade marketing and distribution team performs three main activities, which are trade coverage, cycle implementation and training & development.

Trade Coverage: Accumulating primary data from the market is a function of trade coverage. There is a team working to identify retailers who contribute eighty percent (80%) of their total sales volume. The Territory Officers (TO) are responsible for making a route plan by which they can identify which outlets to visit and in what frequency on the basis of those classes. The Territory Officers have to visit at least 12 outlets a day and collect raw data from the retailers on the call card in the Laptop computer. A set of questions regarding the various aspects of the out lets make up the call card. There is a database at the RTMO, which is updated regularly by using those calls. This database serves as a powerful tool to identify and classify different outlets in terms of volume sales, outlet characteristics and consumer profile.

Cycle Implementation: The marketing people of BAT have divided the whole year into 13 cycles and each cycles focuses on a particular brand, Furthermore, the brand marketing group along with trade marketing people develop promotional campaign plans for each brand. They also select the brand for the cycle and develop cycle instructions and send it to RTMOs. After that the trade marketing team develops some objectives and implement those within their territory, which helps to follow the proposal cycle instructions. The regional manager and the

Two area managers under each regional manager

Figure: 7 Trade Marketing Organogram (Regions)

area manager(s) then brief the TOs about the cycle objectives and in turn the TOs brief the distributor and ultimately work with the retailers. In this regard the contract merchandisers generally perform well to accomplish the TO’s job, at the end of each cycle, the TOs prepare a cycle evaluation report.

Training & Development: To train the working people is one of the most important jobs of any TO. They generally train the people working for the distributors, for example distribution representative and also the contract merchandisers within his territory. They also train the retailers about how to approach customers, if necessary.

Retail Outlet Classification

The British American Tobacco Bangladesh has classified all the retail outlets into three categories, these are - Convenience, Grocery and HoReCa.

Convenience Outlet: All shops where consumers generally go without any purchasing intention fall in this category. The consumers like to buy product on impulse from this sort of outlets. These outlets generally maintain a limited product range and do not offer flexibility in prices.Grocery: These are the outlets where consumers visit on a regular basis with a purchasing intention. They generally make a list of items before they will visit these sorts of outlets. These outlets typically offer variety in terms of product range and also flexibility in prices.HoReCa: Shops like hotels, restaurants, and cafes are considered in this category. The prime characteristic of a HoReCa is that the shops must have a seating arrangement. It is assumed that consumers visit those shops with the intention to spend some time. These outlets range from small roadside cafes with seating arrangements to luxurious restaurants or fast food outlets.

Relation between TM&D and Production

The Marketing Department and the Production Department activities are highly correlated. According to the needs of the Marketing Department, Production Department carries out the cigarette manufacturing. The marketing Department forecasts the sales volume of the different brand cigarettes for the coming business year and based on this, prepare a marketing plan known as the Sales Operational Plan (SOP). According to the Plan, Marketing Department communicates the brand wise sales target for each month to the Production Department. Based on the SOP, Production Department sets its production schedule. The inventories of cigarettes are also evaluated at this stage to find out the actual output to be produced.Channel of Distribution

Factory

Sales Depots

Distributors

Retailer

Consumer

Cash & Carry

Internal Carrying Agent

Two distribution Channels are named as:

Trade Channel:

Supply Channel:

Source: BATB

Regional Go-down: There are five regional go-down through out the country to fill every regional demand just at the time of need, and to overcome various uncertainties related to physical distribution of products, every regional go-down is directly controlled by separate Regional Manager to face the regional physical distribution challenge.

Carrying Contractor: They are the party engaged in the physical movement of cigarettes from head office godown to regional office godown. Normally they are the truck owners who take all the risk and responsibilities of physical movement of goods between two warehouses.Distribution Warehouse: All distributors have their own warehouse, where cigarette can be kept safely while not degrading its product quality. Distributors buy the cigarette from BATB and from that point ownership and all responsibilities of the products go under the distributors.

Distributors Retailers Consumers

Distributors Cash & Carry

Retailers Consumers

Figure: 8 Channel of Distribution

Internal Carrying Agent: They are like carrying agent but carry small volume of products. Normally they are local truck owners. They carry products from, regional godowns to distributor warehouses. They also take al the responsibilities and risk engaged in physical movement of products.Opening Stock at Distributors’ Office: Apart from the warehouse, every distributor also maintains another stock at their office. This stock is for maintaining any change in market demand instantly. Dealers sometimes sell cigarette through their counters to face special situation.Delivery Van: All the delivery vans are owned by the dealers to assure the supply of cigarette on the door of wholesalers, cash & carries and retailers just according to their demand. There are two types of delivery vans. One is Scooter van and another is Rickshaw van.Cash & Carry: They are businessmen who sell cigarette directly to consumers and at the same time they sell cigarette to the retailers.Retailers: Retailers are at the end of the physical distribution system of cigarette selling products directly to the consumer.

2.4 Brand Marketing Department

Marketing operation of BATB is carried under two heads, Brand Marketing and Trade Marketing & Distribution (TM&D) that is the rename of the former Sales Department. As TM&D affairs are managed by the Regional Manager, Brand Marketing is managed by the Group Brand Manager. Marketing Research assists Brand Marketing.

Structure of Brand Marketing Department

Source: BATB

The Brand Marketing department concentrates on satisfying consumers’ needs from within the brand portfolio. Once consumers’ needs are understood and evaluated, brands can be made available, accessible and desirable through strong, consistent communication. The brand marketing elements covers the adopting of products, logistics and brand marketing policies that best meet the needs of particular trade channels and strategic customers. The Brand Managers and Brand Executives are responsible for the allocated brand(s). They are responsible for all type of brand management activities. Market intelligence includes the in market research teams. The team keeps constant eye on the market situation. Through continuous research, market research teams generate useful market information for the brand managers. Interface is required between brand marketing and research which is carried out by any project that is divided by three phases:

Preparation prior to the study

Collection and analysis of data

Presentation and utilization of information

Head of Brand

Marketing

Coordinating Officer

CORA Marketing Manager

Senior Brand Manager

VFM

Group Brand Manager Premium

Brand

Senior Brand Manager DVFM

Marketing Intelligence

Manager

Product Development

Manager

Brand Marketing Finance Manager

Brand Manager

JPGL

Brand Executive

JPGL

Brand Manager

B &H

Assistant Marketing

Intelligence Manager

Figure: 9 Brand Marketing Organogram

Vision of Brand Marketing

To be the undisputed leader of Bangladesh tobacco market within five years Dominate value share

Dominate volume share base

Destination brand in key segments.

Mission of Brand Marketing:

Promise of future profit growth Grow quality share: ASU30

Owning the medium and premium segment (90% share)

Core Strategies of Brand Marketing

Aggressive:1. Expand the premium segment growth.

Internationalism, destination status & image differentiator: Youthful

2. Expand Mid segment Key differentiators: international standard with affordability & distinctive image:

masculinity/ adventure.

3. Dominate volume base Build the critical mass.

Protect BAT’s leadership.

Innovative:1. Investigate & build new segments

Lights

New brands & line extensions.

2. Product Enhancement Packaging, Spec. change & higher satisfaction.

3. Creative communication Focused: HoReCa (Hotels, Restaurants and Cafés), Rural Penetration.

4. Consumer Insight World-class knowledge base: consumer research & market tracking

Description of the Major Brands

BENSON & HEDGESThis brand was launched in early 1997 in order to give consumers the choice to purchase a fresh, duty paid legal alternative to the widely available smuggled version. To generate product awareness, international image campaign was introduced in key outlets in Dhaka and Chittagong. Distribution was later extended to Sylhet and Khulna. The objective behind introducing the brand was to gain price leadership, not profit. Later its distribution base was expanded and brand imagery was changed from father’s brand to modern, more appealing; towards ASU 30 (adult smokers under 30). The company arranged successive music events staged under “Golden Tones”, “Star Search”, “Live and Explosive” etc. banner. The demand of this product is largely high all over the world. Very recently BATB has set up plants to produce it in Bangladesh. BATB has started producing B&H in a large scale after the head office approves the quality standard of the B&H cigarettes produced in Bangladesh. It is mainly the processing part of ‘cut rag’, which is done locally. The copy line of the brand is ‘Be Gold’.

BENSON & HEDGES LIGHTSThe Benson & Hedges Lights is a new member of B&H family. It is a new variant of the existing Benson & Hedges. It was first introduced in 1998 in Dhaka and Chittagong. The objective was to give the smokers more options within the same brand and to keep pace with the modern trend of smoking light cigarettes throughout the world.

STATE EXPRESS 555It is the profitable brand of the company. The 555 centenary celebrations took off in the spirit of 100 years on 5-5-1995 when five planets were aligned. Bangladesh, like many other countries, celebrated the introduction of the new centenary pack with birthday parities special promotional events, and integrated advertising & promotion activities. The copy line of the brand is ‘Smoothness Above All Else’.

JOHN PLAYER GOLD LEAFIt is the leading international brand of the world. It is the cash cow and the key-driving brand for BATB with the highest spending in brand support. 1995 was an important year for John Player Cord Leaf as the brand was re-launched in the new international pack. Given the importance of the brand for the company and the risk associated with such change, the management of change process included four phases to properly condition the consumer and the trade to the new pack. Specific materials were use ahead of the re-launched to announce the change to the consumers and to the trade. JPGL recorded strong growth in 1996. Investment in in-store and on-store permanent merchandising ensured brand availability, quality image and showed company’s favorable commitment towards the retail trade partners. JPGL launched its first ever international sponsorship in 1996,with John Player Gold Leaf Formula 1 powerboat team competed in the UIM world championships in more than ten

races. The final race was attended by a delegation of Bangladesh sports journalists. Another famous international promotional activity was ‘Voyage of Discovery’, which was a long journey of a JPGL yacht that stopped at 12 international ports, lastly bringing an end at Chittagong port. In June 14, 1998, the price of JPGL was increased from Taka 2 to Taka 2.5 and volume share reduced substantially with the invasion of transit brand London. In December 16, 1999, the price was re-fixed at Taka The ultimate objective of the brand is to upgrade the low segment consumers into medium segment. The copy line of the brand is ‘John Player Gold Leaf – Follow The World Adventure’.

JOHN PLAYER GOLD LEAF LIGHTSTo keep pace with the global trend of lights and to support British American Tobacco Bangladesh’s corporate objectives of establishing leadership in lights segment in Bangladesh, the management of BAT launched JPGL Lights in 1997 in some selected outlets in Sylhet as a part of test marketing. JPGL’s association with the worldwide F-I powerboat racing was also successfully exploited in 1997 through a consumer promotional event under the banner of ‘JPGL Carnival’, which took place in five key cities. The company launched the brand in 1998, with the unique product feature of ‘white tipping paper’.

STAR FILTERA new image for a promising future 1995 was an excellent year for Star Filter as the brand demonstrated an outstanding volume and growth of share. This performance was the result of a major blend improvement, supported through an appropriate communication campaign, as well as the launch of a new advertising campaign with the theme of The Flavor of tradition and modernity.

SCISSORS FILTERScissors filter has been helping BAT to regain segment leadership in the medium price segment till 1995, as the brand has experienced dramatic increase in volume and market share. The brand distribution was gradually extended to different parts of the country with the help of focused brand support, emphasizing on POS materials and consumer promotions.

The company currently offers the following products to the cigarette market:

Different Products of BATB and Their PricesPrice (Tk./pack) Current Portfolio71 B & H, SE 555, B & H Lights52 Rothmans36 JPGL26 Capstan16 Star, Scissors

Table :5 Price List

Source: BATB

BATB has strategic implications for different brands: Destination/Strategic Brand: B&H, JPGL and Star.

Supporting/Profit Opportunity Brand: SE 555, Star Classic, Capstan and Scissors.

Support Functonal AreasSupport Functonal Areas

Chapter 3

3.1 Finance Department

Structure of Finance Department

Sour

Source:BATB

The Supporting Finance managers, Audit Manager and Treasury Manager assist the Head of Finance. The Finance Department comprises of six areas. They are:

Treasury: Corporate (L/C opening, fund management, banking relationship etc.)

Core Finance and Management Accounts: Corporate

Marketing Finance: Supporting

Supp

ort

Fina

nce

Head of Finance

Senior Corporate Finance ManagerInternal

Audit Manager

Deputy Corporate Finance Manager

Treasury Manager

Deputy Treasury Manager

CORA Finance Manager

Brand Marketing Finance Manager

Trade Marketing Finance Manager

Leaf Finance Manager

Production Finance Manager

Deputy Corporate Finance Manager

Billings & Invoice

Manager

Taxation Manager

Product Costing Manager

Budget Manager

Figure: 10

Finance Organogram

Excise Management: Supporting

Taxation: Corporate

Audit: Separate

Insurance: Corporate

The Core Finance and Management Accounts activities includes monitoring and controlling all the Accounting and Financing activities of the company such as product costing, invoice pricing, taxation etc. Audit Manager manages all the internal and external auditing of the company.Finance department of British American tobacco Bangladesh has to deal a wide range of activities. Finance department ensures the custodianship of all company assets by verifying their physical existence, monitors and assesses proper informational needs pertinent to company's interest, develops accounting procedures and ensures the achievement of financial growth of the company. Finance department finances the equipment, personnel, and operational facilities. It prepares and verifies consolidated financial statements of all centralized and decentralized cost centers and cost units. It obtains accounting report from all units in each month, monitor sales collection, and process management information using computer and other system and keeps all sorts of financial analysis and calculation update. It carries out auditing by internal, external, and international auditors and verifies the efficiency and effectiveness of inventory control, security, wastage, working procedures, supervision of machine maintenance, workers safety, advertising tools etc. It also takes care of hedging, foreign exchange risk coverage, options, futures, insurance, bank account, bank reconciliation, sales ledger, working capital management etc. finance department is headed by finance director. There is a "Company Secretary" tagged with Finance Director to advice the Finance director about the interest of the "Board of Directors" and to look after the share dealings.The main objectives of this department is to ensure custodianship of all company assets, monitor the financing activities and generate useful information pertinent to the company activities to achieve financial growth of the company.

Functions of Finance Department

Finance company assets, personnel and operational facilities of the cigarette factory, leaf factory and head office.

Prepare and verify consolidated financial statement of all units of the company.

Monitor and control all financial activities of the.

Monitor sales collections.

Process Management information.

Structure capital policy.

Carry out by auditing internal and external auditors.

Financial Performance of BATB over the years

Turnover & Profit(in million)

1993 1994 1995 1996 1997 1998 1999

Gross Turnover 8878 9070 10729 12653 15020 14322 14233Supp. Duty & VAT 6476 6588 7883 9180 10480 9802 10029Net Turnover 2402 2482 2846 3473 4540 4521 4203Operating Expense 1896 2050 2462 2988 3837 3618 3730Trading Profit 506 432 384 485 703 903 474Interest Expense 39 27 53 73 81 131 132Profit before Taxation 467 405 331 412 622 771 341Profit after Tax 299 286 310 337 486 504 237Dividend 220 240 240 240 320 360 200

Source: BATB

3.2 Human Resource Department

Structure of Human Resource Department

Head of Human

Resource

Human Resource

Development Manager

Human Resource Manager:

Production

Resourcing and

Remuneration Manager

Human Resource Manager:

Leaf

Coordinating Officer

Training Manager

Industrial Relations and

Welfare Manager

Employee Relations Officer

Payroll & Funds

Manager

Human Resource Services Manager

Production Training and Development

Manager

Table :6 Financial Performance

Head of Human Resource is the head of the department. The Human Resource Development Manager, Production HR Manager, and Resourcing and Remuneration Manager work under him.

Activities of HR Department

The HR process is carried out through the following four ‘Guiding Principles’.

O p e n M i n d e dIt encouraged within the organization to be able to maintain an environment where the managers can have open-minded approach to various strategic decision-makings.

E n t e r p r i s i n g S p i r i tThe core asset of the organization will come from the enterprising spirit embedded in the minds of the managers, resulting from effective strategies.

F r e e d o m t h r o u g h R e s p o n s i b i l i t yManagers at all levels work with freedom of responsibility in their areas of functioning.

S t r e n g t h f r o m D i v e r s i t yThe company derives its drive for effective attainment of goals from the strength of diversity it creates.

BATB believes in the strength of human resource and uses the modern concept of resource utilization. Every job description is carefully designed and modified under dynamic environment. The company believes in the concept of best fit and trains and develops company personnel as the key ‘human capital’ of the company.The Human Resource Department thus concentrates all its activities for the development of human resource for the benefit of the company. The department also believes in maintaining harmonious relationship between the management and workers all the times. The department ensures that managerial development contributes to organizational development.The departments’ various activities cover setting criteria for the selection procedures. Interview techniques, training standards etc. According to the BAT policy guideline, the department maintains the personnel through formulation policies on wages, fringe benefits,

Figure: 11

HR Organogram

annual leave, training calendar, provident fund, performance appraisal etc. Remuneration is managed centrally and there is never any negotiation but settlement. It also settles with the trade union for Long Term Agreement (LTA) between management and workers and the ‘collective burgeoning agents’. The concept behind the industrial relations is always ‘win-win’ situation.As the competitive world is changing with the speed of light, Training and Development becomes an integrated part to stay on the top. Thus BATB puts great importance to training and development of managers and employees. The company has Technical Training Center at the Dhaka Head Office, which organizes different training programs for its management people around the year. As a subsidiary of BAT, BATB sends its managers for training to BAT group of companies.

3.3 IT Department

Information Technology department was mainly acting as a supporting service for all the other functions of BAT. As the emergence of super information highway and other technological advancement made the business world more competitive, BAT also made necessary adjustments towards the changes and in continuation with that process IT was made a separate department in February 2000. The head of IT is also a member of the executive committee and he is supported by the function support IT managers.

IT Structure of BAT

Head of IT

Technology IT Manager

Services IT Manager

Marketing IT Manager

Operations IT Manager

Corporate IT Manager

Leaf IT Manager

Logistics IT Manager

Systems Administration

Manager

Communication & Group Working

Manager

Assistant Manager, IT

Services

Assistant Manager, IT

Services

Quantum System

Manager

Figure: 12

IT Organogram

Source: BATB

Three Local Area Networks (LANs) have been set up in the Head Office to channel necessary information among the Head Office, main Factory and Kushtia leaf factory. Three LANs are connected via a Wide Area Network (WAN). BAT has a private E-mail network through which management personnel can deal with each other even with the foreign suppliers.

IT Strategy

British American Tobacco Bangladesh IT department drives the demands of its business and processes. IT delivers comprehensive, timely, and relevant business information to decision makers wherever they are located. This will allow the organization the maximum agility and flexibility to identify new opportunities and quickly respond to competitive challenges.

Key Objectives of IT

Establishing and maintaining information and infrastructure architecture to support

knowledgeable business users who incorporates IT into their decision making and of

doing business, supported by specialist team who manages and seeks continuous

improvement, outsourcing where possible.

Resilient communication infrastructures that are flexible and are able to take new

technical innovation to keep the cost down.

To adopt global application convergence strategy that meets the local business

requirements, and develop local applications where appropriate, outsourcing data

processing where possible.

To support the changing organizational structure and requirements, IT continues to

make available innovative services and training.

To develop application and promote the use of the group working tools as first choice

of communications and to become center of excellence for group working.

To develop and retain IT professionals.

3.4 Corporate And Regulatory Affairs Department

The Corporate & Regulatory Affairs Department (CORA) of the company is dedicated towards achieving the company’s fifth strategic imperative, which is: To be a responsible company in an industry seen as controversial

Globalization and increased scrutiny of businesses by consumers and the general public mean that companies are today judged not only by the quality of products that they produce but also the manner in which they carry out their business activities. It is therefore, an imperative that corporate bodies are responsible not just in their businesses but also in the social domain that they operate in. British American Tobacco’s philosophy has been to be conscious corporate citizens wherever they operate, respectful of local culturesThe company recognizes that it manufactures a product, which carries significant risks. In this light, the company believes that only informed adults should use its products and that under-age persons should not smoke. It also believes that the company must act, behave and carry out its business activities in a manner accepted by society at large as responsible. This includes dissemination of the company’s positions on issues.The Corporate & Regulatory Affairs function is charged with driving reputation management to the heart of the business and ensuring the company’s involvement as a leading development partner of the country.

The CORA Vision

To become the most respected FMCG company among key stakeholdersReputation management involves identifying and prioritizing the company’s stakeholders and preparing and implementing plans to engage and communicate with these stakeholders.

Structure of CORA

The Corporate and Regulatory Affairs Department programs are lead by the Head of Corporate Affairs who is assisted by the Company Secretary and the CORA Managers. The company’s Legal and secretarial function also reports in to the Head of CORA. The Company Secretary looks after the legal sides of the company such as trademark Protection, Infringement of Company Rights, Distributor Agreement, and Trust Fund etc. He also looks after the share market activities of BAT shares.

Head of CORA

CORA Manager, Economic

Issues

Company Secretary

CORA Manager,

Social Responsibility

CORA Manager

CORA Manager, Shareholder

Communication

Asst. Co. Secretary

Executive, Legal and Regulatory

Affairs

Executive, Share and Agreement

Confidential Assistant

CORA Executive, Internal

Communication

CORA Manager, External

Communication

Public Relations Officer

Executive, Media

Relations

Coordinating Officer

CORA Marketing Manager

CORA IT Manager

Source: BATB

BAT Code of Conducts, instructed by CORA, on Tobacco Marketing

In a competitive market, BAT wants adult smokers to choose its brands over those of its competitors. Advertising has two purposes – to maintain brand loyalty and to encourage smokers to switch brands. Advertising provides consumers with information to make choices. BAT believes that the use of tobacco products should be an adult choice. Advertising programs, including promotional activities for tobacco products should be carried out in a responsible manner.

The guiding principles for the company’s advertising are stated below and for the purpose of these principles, and adult is defined as anyone who is 18 years of age or more.1. Advertising is intended for, and will be directed at adult smokers.

2. Advertising will not be false or misleading.

3. Advertising will not make health claims about tobacco products or smoking.

4. Advertising will not depict the use of tobacco products as being important to sexual success.

5. Any person appearing in advertising will not be younger, nor appear to be younger than 25 years of age.

6. Where television and/or radio advertising is permitted, it will only be broadcast in those hours when programming is primarily directed at adults.

7. Print advertising will not be placed in publications primarily directed to persons under adult age.

8. Cinema advertising will not be shown during films directed primarily at persons under adult age or at times when the audience is likely to comprise primarily of persons under adult age.

Figure: 13

CORA Organogram

9. No payment shall be made for the placement of advertising or tobacco product in any film produced for viewing by the general public.

10. Advertising will not be displayed on billboards directed at or in close physical proximity to schools or other facilities used mainly by persons under adult age.

11. Direct marketing, market research and sampling of tobacco products will only be carried out with, or in relation to adult smokers.

12. Promotional items and premiums bearing tobacco trademarks will only be directed at adults.

Activities of CORA

The Corporate and Regulatory Affairs Department of the company is dedicated for maintaining a good image of the company to the society by keeping customers, media, government, suppliers etc. contended. The company believes that as a corporate citizen, it has a conscious duty towards the societies well being. The company promotes and sponsors various community development programs to increase its image in the society.

The department maintains good and continuous liaison with the media, government and other pressure groups in order to protect its business image from any unwanted situation in the context of prevalent anti smoking campaign, nationally and internationally.The company enjoys credibility with a majority of stakeholders for its transparent business systems and as an honest taxpayer. In 1999, the company generated Tk 980 crore from its turnover of about Tk 1400 crore.As a conscious corporate citizen, BATB has been actively involved in the promotion of national art, culture and sports. Sponsors of BAT are well known. In the sports field the company sponsored quite a few national and international events. In addition, the company also gave financial and material assistance to Diabetic Association of Bangladesh. Shandhani, Red Crescent and Center for the Rehabilitation of the Paralyzed, Jahangirnagar Teachers Club and Bangladesh Botanical Society.Academic institutions, literary associations, cultural groups, charitable institutions and community development projects continued to receive support from BAT. To ensure that the country’s wood fuel reserves are not depleted as a result of curing tobacco leaf by firewood, BAT launched its afforestation program, which is still continuing in preservation and development of the environmental and natural resource of the country. As part of the community development programs, BAT distributes seeds and seedlings of vegetables to the interested farmers free of cost every year. The company has pioneered commercial production of quality vegetable seeds in the country leading to it being awarded by the Food and Agriculture Organization. The company believes that as a corporate citizen, it has a conscious duty towards the society’s well being. The company promotes and sponsors various community development programs to increase its image in the society.

CORA is also entrusted with upholding the image of the company as a good corporate citizens through a range of activity that include issue based relationships with key stakeholder groups such as media, government and suppliers. The company’s contribution to society as a whole is well known i.e. an afforestation program that has seen 30 million trees planted in 20 years. This has led to it being awarded first prize in the Prime Minister’s award for afforestation in 1999. International bodies such as the FAO and the World Bank have recognized this program as an exemplary initiative by a private sector company.

3.5 Business Development Department

This is very new department in BATB, which has started its operation from July 2000. Business Development Manager looks after the department. BAT as group use to be a diversified business organization back in the 80’s and early 90’s. World famous brands such as Yardley, Avon etc. were BAT brands, before the decision was made to change the track from diversification from single business concern. Now it has only a financial division, which this includes mainly insurance business operating in UK. BAT Bangladesh has separately established this department, in accordance with the BAT guidelines. The main function of this department is finding out potential business opportunities for BATB. The plans and strategies are still at very initial stage and therefore, are kept strictly under confidence.

British American Tobacco being a responsible company is carrying out various social responsible activities for the past several years and based on that a research was conducted by the company last month, March 2005, with the following objectives:

Corporate Social Responsibility Portfolio activities of different multinational companies and the annual expenditure behind it

Corporate Social Responsibility communication of different multinational companies and annual expenditure behind it

Visibility of CSR activities of each company among the mass population.

Cost-benefit analysis of each company

The significance of the study was:

To find out the position BATB among the companies involved in CSR activities

Identify effective CSR activities and CSR communication tools

Effectiveness of BATB’s CSR portfolio in reputation enhancement

And the findings were totally unexpected.

“In spite of BATB covering the four most effective type of CSR activities, BATB’s CSR

portfolio failed to be the most effective in terms of cost-benefit analysis (Investment in

CSR Vs Visibility) comparing to other companies in 2004”

Case on CSR InitiativesCase on CSR Initiatives

& its visibility dilemma& its visibility dilemma

Chapter 4

4.1 CSR activities carried out by BATB:

Afforestation

British American Tobacco Bangladesh started its afforestation programme in 1980 when the Chief Conservator of Forests approached the company for assistance in replacing Bangladesh’s depleted woodland with forests.

In the last two decades, British American Tobacco Bangladesh has distributed and planted more than 42 million saplings. Most of these plants are located in Kushtia, Rangpur, Manikganj and Chittagong including the hill tracks. The trees have been planted along the roadsides, canal banks and on some farmers’ premises. The programme also covers 300 of the 900 mile canal banks in Kushtia, Rangpur and a vast area next the railway tracks in Kushtia near Hardinge Bridge.

Initially it was a difficult task to motivate reluctant farmers to plant trees, and the motivational campaign was carried out by dedicated managers with a technical background in agronomy. The demand for saplings grew steadily when the farmers realised there was an economic benefit from planting trees, and today, the company is flooded with requests for saplings from farmers every year during the planting season.

The preferred tree variety for the afforestation was Ipil Ipil, because it is fast growing as well as commercially viable. Neem is another variety used, mainly due to its natural pest deterrent properties. Apart from its herbal value, Neem is also commercially viable. Varieties of fruit bearing tree saplings like Guava, Jackfruit are also distributed. Every year, sapling nurseries are established at British American Tobacco Bangladesh’s tobacco leaf depots and on farmers’ premises from where distribution of millions saplings takes place annually. Trained field staffs lend their support to planters in all stages of their afforestation program.

With the aim to achieve a balance between native and exotic species, 3.5 million saplings were distributed in 2003 with new 15% native species. We aim to improve this coverage of native species further over time. A new dimension has been added to our Afforestation programme by introducing commercial Afforestation in Chittagong

The afforesation program extended it’s realms in city from the year 1993 when the company started distributing saplings in Dhaka. The company received the Prime Minister’s 3rd prize in 1993 and 1st prize in 1999 and 2003 for tree plantation.

Compost PitsCompost pits are a source of natural fertilizers for the farmers. As a part of bio-friendly agricultural practices, we provide the know-how and bear full costs to erect compost pits in

the homesteads of the targeted farmers. This assistance is also supported by an ongoing awareness campaign. This contributes in significantly reducing dependence on the use of chemical fertilizers for agricultural productions while enabling to decrease the cost of production. It has been reported through a study funded by BATB and undertaken by Bangladesh Agricultural University that the organic matter content of the soil is less than 1%. Success will be measured against the positive shift in organic matter content in the reporting areas. Hopefully this initiative will make positive biodiversity contribution from eco-system rehabilitation and sustainable use perspectives. Till date 2370 BATB registered farmers has received support from us in erecting compost pits in their homesteads.

Green ManuringBATB provide the know-how and provide free seeds for ploughing and green manuring by the targeted farmers. These seeds are sowed in the fields and after these plants known as Sun Hemp (Dhoincha) reach a certain height, they are ploughed and mixed with the soil. The cultivation of sun hemp increases soil‘s organic composition and is a eco- friendly sustainable method of soil enrichment. Our field experience suggests that 50% of the farmers manage to successfully conduct seed multiplication from which they can internally source seeds for the following years. It has been reported through a study funded by BATB and undertaken by Bangladesh Agricultural University that the organic matter content of the soil is less than 1%. Success will be measured against the positive shift in organic matter content in the reporting areas. Hopefully this initiative will make positive biodiversity contribution from eco-system rehabilitation and sustainable use perspectives. Till date 10,328 farmers has received seeds from us for green manuring.

Neem Decoction machinesPromoting the concepts of integrated pest management, we also provide training and set-up the neem decoction tool in strategic locations for use by the target population. This machine helps extract the juice out of the neem plants which is used as natural pesticides for the plants. Our goal is to use environment friendly pesticide in our operations and that is why use natural, antiseptic properties of the neem plant through neem decoction. Our field experience suggests that 1 unit can support at least 50 farmers. Success will be measured against the percentage of chemical pesticide usage in the reporting areas (BBS). Hopefully this initiative will make positive biodiversity contribution from eco-system rehabilitation and sustainable use perspectives.

Sanitation SupportTo support the target for universal sanitation coverage, we provide costs to erect latrines for farmers and these will be available for sharing within the village. This assistance is also supported by an ongoing awareness campaign. Till date we have distributed 12436 latrines among our registered farmers.

Monthly Health CheckOur registered farmers are provided health care support from our depots every month. A doctor sits in the depot in a particular day each month so that our registered farmers can come and receive free prescriptions for their health problems. Till date 2560 recipients have received health care support from us from this initiative.

Comprehensive Health Care SupportA comprehensive health care support system has been introduced this year which will run parallel to the existing monthly health check. The service will be outsourced to a nationally

reputed NGO health network called Smiling Sun (created jointly by the Government and USAID) whereby health care support will be provided to the farmers’ families (farmer, his wife, his children and his dependent parents) at three different levels (static clinic, satellite clinic, mobile paramedic). This will include free prescriptions, free medication and medical tests support. In addition, national immunization effort will be complemented through our own initiatives for essential vaccinations for the farmers’ families. This will also be done through the Smiling Sun network.

Educational AssistanceA number of meritorious children from our farmer base are selected each year to receive 500 taka per month for a period of 2 years to enable them to complete their higher secondary education. Education has remained a national high-priority issue while the major thrust by the development sector has been on universal primary education. Hence, may it be limited in scope, the aim here is to address the gap in terms of patronage in higher level education. A set of criteria will enable to screen the recipients whose academic performance throughout the two years will be closely monitored and continuation of support to individuals will be subject to individual’s academic performance in the reporting period. On the other hand, these recipients will act as the ‘biodiversity ambassadors’ who will assist in creating awareness in their respective localities. In addition, depending on their interest and availability of Dishari IT centre in the locality, some of these students will also be encouraged to receive free IT education from one of our Dishari IT centre. Presently we are providing assistance to 48 students.

Malarial PreventionMalaria is a recurring problem, especially in the Chittagong area. Each year in Chittagong region a number of affected farmers are given mosquito nets assisted by an ongoing awareness campaign. Till date we have distributed mosquito nets among 49 villages of Chittagong region.

Vegetable GrowingSeeds of different vegetables types (focusing on export markets) are distributed free while training are provided through appropriate third parties to the interested farmers. This initiative will serve dual purpose – meeting the nutritional requirement while creating income opportunities. Hopefully this initiative will make positive biodiversity contribution from eco-system rehabilitation and sustainable use perspectives.

Dishari Dishari – a basic IT education center was born in Chechua, Kushtia in 2002 to spread IT education among the youth of the country. In May 2003, the second center of Dishari kicked off in Moulvibazar. BATB have taken this initiative to contribute to the promising IT sector of the country which is a thrust sector of the Government. The education center is aimed at providing basic computer education to those who can less afford it. Dishari works with a philosophy of providing a platform for students, which will help in their endeavours to a brighter future. In 2004 a third centre of Dishari in Manikganj has started to spread IT education to more students in Bangladesh. So far more than 300 students have passed out from Dishari

So far Dishari has produced students who have accomplished promising results by being employed in the areas of data entry, word processing, video editing, CD writing and as

computer teachers in schools. Last but not the least - three students of Dishari have endeavoured into a small business providing various computer services.Dishari is one of BATB’s endeavors to help flourish the mettle of many brilliant students.

4.2 Background of the research:

Only MNCs were selected as national companies in comparison with the existing MNCs who are practising CSR for a long period of time, are merely new in this area. And secondly, five MNCs were included in the sample size based on the most effective company in Bangladesh in terms of CSR in 2004. The five MNCs that were selected:

Standard Chartered Bank in Bangladesh (SCB)

Dutch Bangla Bank Limited (DBBL)

British American Tobacco Bangladesh (BATB)

Unilever (UL)

Grameen Phone (GP)

4.3 Findings of the research:Various CSR initiatives, the communications tools used and the investment on CSR activities carried out by each of the five MNCs were first collected. Then a survey was carried out to identify the public opinion on different CSR related activities of different company.

Regarding Perception Mean BATB is having the highest position. This maybe because of the fact that, BATB is covering the four most effective type of CSR activities (except investment in Hospital) which are investment in health, poverty alleviation, afforestation and free education. While, Although GP is covering 4 most effective types of CSR activities but despite that GP is having second position. As respondents valued more on investment behind “Poverty Alleviation”, that is why GP can’t achieve the highest position.

Companies Average Visibility Percentage Total Inv. In CSR Efficiency Ratio

SCB 45.36 23.73 1.91DBBL 38.04 47.52 0.80BATB 28.71 24.48 1.17UL 53.27 28.9 1.84GP 40.63 68.24 0.6037.07 35.81 32.57 30.63

24.50

0.00

10.00

20.00

30.00

40.00

Perception Mean

BATB GP DBBL SCB UL

Companies

Perception mean wise ranking

Figure: 14

Perception of CSR activities

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Visibility and Total Investment in CSR

Companies

Visibility Vs Total Investment in CSR

Average Visibility Percentage 45.36 38.04 28.71 53.27 40.63 57.14

Total Inv. In CSR 23.73 47.52 24.48 28.9 68.24 19.42

SCB DBBL BATB UL GP BATB1

66

103 10185

65

0

20

40

60

80

100

120

Response Rate

BATB DBBL GP SCB UL

Companies

Most Effective Companies Ranking

Table :7 Financial Performance

Figure: 15 Visibility Vs. Total investment in CSR

Figure: 16 Most effective companies in CSR

CB Model & CB Model &

The various AttributesThe various Attributes

Chapter 5

5.1 Who does what?

CORA is the custodian of the corporate brand.  It is the responsibility of CORA in all Group

companies to ensure that all corporate communications are aligned effectively with the

corporate brand definition.

The corporate brand matters not only for communications managed by CORA, but also for

many types of company communications developed by other teams and functions.  Examples

range from employee recruitment literature to sales force presentations, from financial

reporting to the look and feel of BATB buildings, from internal communications by line

managers to the ways that the employees write letters, answer telephones and enable them to

talk about the company amongst their friends and families.

 A corporate brand is influenced by everything a company says and does, everywhere:

Reputation = communications + behaviour.

5.2 Role of CORA

CORA in each Group company is responsible for ensuring that the corporate brand is

understood locally, and for providing guidance and support to other teams and functions in

shaping any communications which broadly refer to the company as a whole, to ensure that

these all play their part appropriately in building and sustaining the corporate brand. The role

of CORA in Bangladesh has been further discussed in the previous chapter titled “Corporate

& Regulatory Affairs”

5.3 Role of BAT Mark

BAT Mark also has an important role in matters of visual identity.  BAT Mark provides

specialist legal guidance in the key areas of trademarks, copyright and designs that are BAT’s

intellectual property.  The corporate signature is a registered trademark and the leaf and

texture devices developed for BAT’s visual identity are protected by copyright.

5.4 Brand definition of British American Tobacco

Building a good reputation helps British American Tobacco to achieve leadership and to

create long term shareholder value.  Before defining the corporate brand, it is helpful to

consider in broad terms the response BAT seeks amongst stakeholders to its communications

and actions. 

This can be summed up as: “Being the accepted and preferred tobacco business, because

stakeholders see that the business is sustainable and that BATB lead in:

pleasing its consumers

engaging its employees

working with regulators 

adding value for its investors

honouring its commitments

delivering solutions

However, defining the corporate brand means identifying the specific values that different

stakeholders would be attributing to BAT if they think about the company this way.  These

should be attributes which are significant and relevant to stakeholders, which differentiate

BAT from competitors and thus drive preference for the company, which are mainly

intangible values and which are authentic to its business and its culture.

The corporate brand definition of British American Tobacco defines these attributes as

winning, enterprising, honest, open minded and responsible.  It also summarises them in a

corporate brand essence: winning with integrity.

5.5 Corporate brand essence:  Winning with integrity

The corporate brand essence can be thought of as the ‘soul’ of the brand.  It briefly sums up

what BAT seek the corporate brand to stand for in stakeholders' minds - the essence of the

desired stakeholder perceptions.

What do the words mean? 

BAT’s vision is to achieve leadership of the global tobacco industry.  So the company seek to

be seen as a winning organisation.  Winning with integrity means being regarded by

stakeholders as achieving its vision with honesty, responsibility, honour, incorruptibility,

probity, principle. Integrity is also the opposite of fragility; it means being seen as unified and

soundly constructed, a well run business with systems and operations that work well.

5.6 Corporate brand attributes

Consumer led 

Quality driven 

Global and local 

Innovative 

Creative 

Intelligent risk taker 

Open 

Transparent 

Realistic 

Accountable 

Perceptive 

Learning 

Responsive 

Adaptable 

Winning

Enterprising

Honest

Open minded

Principled 

Fair 

Dependable 

Constructive 

The corporate brand attributes express more specifically how BAT aspire to be perceived by

stakeholders.

Each attribute has four indicators.  All the attributes and their indicators are measurable in

opinion research. 

It is important to understand the words, including for Group companies translating from

English to other languages.  Some of the words may seem similar, but they do not mean the

same things. 

The corporate brand attributes describe the intangible values that BAT aspires for

stakeholders to attribute to the company. 

The brand definition acts as a reference point to help the company in deciding:

Appropriate communications;

The right tone of voice;

The look and feel of communications, including designs, photography and

illustrations.

5.7 Using the brand definition

The corporate brand definition is to help anyone engaged in addressing stakeholders’

expectations through various forms of communication.  By setting out the stakeholder

perceptions to which BAT aspire, the corporate brand definition helps the company to

understand current perceptions and to address them through open and relevant

communications.   

All communication should be approached with careful thought about stakeholders’ points of

view.

  It is important to understand who key stakeholders are and how they see the company, and

then to ensure that BAT’s communications can engage stakeholders in ways that are relevant

and meaningful to them.

In any communication, it is important to think first about the audience’s current perceptions,

then about content, tone of voice and look and feel which will encourage people to listen and

to make up their own minds.

Responsible

People are very unlikely to regard BAT as winning, enterprising, honest, open minded or

responsible just because the company say so.  These are not virtues that BAT should loudly

proclaim for itself; they are attributes that the company would like stakeholders to associate

with it.  Stakeholders need reasons to believe for themselves and BAT’s communications

and engagement should encourage them to judge for themselves.

For example, to be regarded as honest and responsible, the communications of BAT should

be honest and responsible, rather than simply proclaiming that the company is honest.  They

should show that BAT is open minded rather than just saying so.  The company should

supply the facts that enable stakeholders to judge for themselves that BAT is winning and

enterprising.

All communication is helped by thinking about these simple questions:

Whom he company is talking to?

Why does it matter to talk to this person or group?

What do they think now and want to know, so what do the company want and

need to say?

What will encourage the person or group to listen, understand and believe BAT?

5.8 Understanding stakeholders

The corporate brand definition is linked to two tools Stakeholder Mapping and

Classification and Reputation Tracker used by BAT for enabling meaningful

communications and engagement.

Stakeholder Mapping and Classification enables BAT to identify their key stakeholders and

the issues of importance to them.  Reputation Tracker enables BAT to understand the views

and attitudes of key stakeholders, and also to measure its reputation with key stakeholders

against the corporate brand attributes. 

5.9 Shaping communications

Understanding ones audience enables one to shape communications to its needs, with

reference to the corporate brand attributes.  Different people within a stakeholder group may

have individual views and requirements, so there is no perfect formula to rely on.  The views,

priorities and attitudes of stakeholders should always be explored and understood by Group

companies locally, using the corporate brand attributes as a guide.

The issues the company is addressing, the views of the stakeholders it is addressing, and the

attribute(s) that are valued most, or more, by the relevant stakeholder groups needs to be

considered.  For example:

The attributes most important to investors are highly likely to be winning and

enterprising and they rightly expect the company to be honest in and

accountable about its business performance.

While the company may face challenges in engaging with public health

stakeholders, they are far more likely to value evidence that BAT is open minded

to their concerns and responsible in managing risky products than, for example,

to value evidence of business success.  An environmental NGO is more likely to

value transparent and honest environmental reporting and evidence that BAT is

responsible in environmental management.

Employees should place value on all of the company’s corporate brand attributes. 

However, in many types of employee communication, a high value will be placed

on evidence that it is honest and that BAT is fair and principled in living up to

its Employment Principles, indicators of being responsible towards employees.

To suppliers and business partners, being fair, constructive and dependable,

indicators of responsible, will be of high value.  A winning performance will

often be important too; as these stakeholders’ business success is linked to the

company and BAT believe that its supplier and partners should benefit from their

relationships with the company.

Consumers will value evidence that BAT’s approach is quality driven, consumer

led and that it is supporting freedom in their ability to consume its products, all

indicators of winning.  Many consumers today place value on evidence that the

companies behind the products they buy are responsible and honest.

Regulators and governments can differ strongly, including from one government

department to another, in their views and policies towards the tobacco industry.  It

is particularly important in regulatory communications and engagement to

understand the issues of importance to the stakeholder(s) the company is

addressing, and their current views and attitudes, and to be clear about the

attributes that are valued most in the circumstances.  All governments rightly

expect evidence that BAT is responsive, an indicator of being open minded, and

accountable, an indicator of being honest.  A government considering whether

the company is a partner of choice in developing its business may well value

evidence that it is global and local and forward looking, indicators of winning

and enterprising.  It will be very important in many types of regulatory

engagement to demonstrate that the company is responsible across each indicator.

These examples are indicative only and local exploration, framed by the corporate brand

attributes, will always yield the most relevant learning.

5.10 The Visual Identity of British American Tobacco

BAT’s visual identity drives recognition of its companies and enables BAT to express

visually the essence and attributes of its corporate brand in a consistent way everywhere.  It

communicates strongly without words.

BAT’s visual identity provides a fresh, contemporary look and feel for its communications

and aims to enhance the heritage and equity of its corporate signature, the yellow 3-leaf

symbol and blue logotype, by maintaining the integrity of the way it is displayed.  The key

components and colour schemes of the visual identity have been designed to enable its

companies to develop creative and distinctive communications, within a globally consistent

framework look and feel for the Group.

Corporate signature

BAT’s corporate signature, the yellow 3-leaf symbol and blue logotype, is a vitally important

element of its visual identity.  It is a registered trademark in every country where BAT does

business.  Misrepresenting, adapting or altering the corporate signature can have legal

implications and undermines corporate recognition and brand equity.

Anyone producing any form of British American Tobacco visual communication, either

within the Group or in an agency, should ensure that he or she is familiar with the correct

uses of the corporate signature and the other components of BAT’s corporate visual identity.

Corporate design devices: leaf and texture

The visual identity includes two key design devices, BAT’s leaf and texture.

Leaf:  The leaf device ‘echoes’ the design of the corporate symbol and can be used in many

designs.  This makes it entirely unnecessary to use the corporate symbol as a decorative

design device.  Ending the use of the corporate symbol as a decorative device within designs

preserves its integrity for use only in BAT’s corporate signature, which is the single most

important element of its visual identity and should never be altered at random.

Texture:  BAT’s texture is rendered in the same ‘freehand brush stroke’ style as the leaf and

provides a distinctive design device to complement the company’s five corporate colour

schemes.

Corporate colour schemes

The corporate colour palette of BAT consists of five colour schemes, each with an

accompanying texture device.  White backgrounds and white space are deliberate design

elements.

BAT’s corporate signature

Our corporate signature consists of two elements:

The symbol: three tobacco leaves combined with a sun motif in corporate yellow;

The logotype: the communicative name in our distinctive corporate blue and

BritAm proprietary font.

Together these form a crucially important and valuable element of our visual identity, which

should be used with great care and attention. 

This is the standard, recommended version of the corporate signature: corporate yellow and

corporate blue on a white background.  The white background should be now used much

more extensively than in the past. 

The corporate yellow colour was previously described as ‘corporate gold’.  It is now called

corporate yellow to make a clear distinction from the prestige gold variant, which is only for

specific types of limited use.

Each element of the corporate signature reflects an important aspect of the Group.

Symbol:  The yellow tobacco leaves express what BAT does: the company is in the tobacco

business.  The nine ‘spines’ running into the leaves symbolise the sun’s rays and freedom: the

head-dress of the Statue of Liberty.  The yellow colour and sun rays express the confidence,

energy and dynamism of our people worldwide.

Logotype:  BAT’s communicative name is rendered in its unique and proprietary BritAm

font, expressing the company’s pride in the heritage and individuality of its organisation. 

The dark blue expresses heritage and stability. 

The symbol and logotype have a fixed space relationship to each other, which should never

be altered.  Because the two elements are always supplied in this configuration, it will never

be necessary for users to construct the corporate signature themselves.

Under no circumstances should the logotype be used on its own or in any configuration other

than as specified in these Guidelines.  It should not be typeset in non-Roman alphabets, such

as Cyrillic, Greek, Arabic or Mandarin.

The communicative names of BAT companies are not the same as formal corporate names. 

In the UK, for example, the company’s communicative name is British American Tobacco

(not British American Tobacco UK Limited or British American Tobacco p.l.c.).  Similar

conventions apply to Group companies.

The locator

For Group companies who use the name British American Tobacco, a third element - the

locator – is included as part of the corporate signature to identify our organisation at a

national and, in limited circumstances, at a territorial level. 

For example BAT situated in Bangladesh is renamed as “British American Tobacco

Bangladesh”

5.11 BAT’s colour schemes

BAT’s former Guidelines provided a secondary colour palette of 120 colour options.  This

led to highly inconsistent use of colour around the Group, which greatly undermined brand

recognition and led to lost opportunities to express the British American Tobacco identity

visually.  A key aspect of BAT’s visual identity is now five colour schemes, which replace

the former palette.  The five colour schemes give users considerable scope for creativity,

within a consistent colour and design framework.

The five colour schemes are carefully designed to work across any application. 

One corporate signature colour scheme

BAT’s signature colour scheme uses the corporate signature colours, together with

complementary colours.  It is for use in applications where the main aim is corporate

recognition. 

Four corporate brand attribute colour schemes

Four further colour schemes are for applications which support the corporate brand

attributes.  Each consists of a core colour, together with accent colours, carefully chosen to

harmonise with the core colour in flexible ways.

Each scheme has a core colour inspired by a corporate brand attribute.  White is the core

colour for the brand attribute Honest.  White is incorporated into all five corporate colour

schemes, so that it is present in all applications.  A key role of white is as a widespread

background colour.

5.12 BAT’s leaf and texture devices

Two design devices play a key role in BAT’s corporate visual identity: BAT’s leaf and

texture devices.

BAT’s colour schemes are bright and contemporary, but the company cannot own the colours

themselves - they could be used by other companies.  However, the company do own two

distinctive ways of using its colours which it have uniquely developed: the leaf and the colour

textures.  Both devices are exclusively owned by British American Tobacco and are

copyright-protected.

5.13 Using BAT’s leaf device

BAT’s leaf device is derived from the outer leaf of the corporate symbol.  Along with its

colour textures, it replaces the ‘curves’ that were previously part of the company’s visual

identity.  It also replaces any use of the corporate symbol itself as a design device.  Any use

of the curves, or of the symbol within a design, should be discontinued.  The leaf and texture

devices are exclusively owned by British American Tobacco and are copyright-protected. 

However, they are not trademarks and should never be used instead of, or to replace, the

corporate signature in its role of establishing company ownership.

The leaf uses a ‘freehand’ brushstroke effect and an open-ended design, reflecting

confidence, movement forward and openness.  It also echoes BAT’s core business, with its

clear design link to the corporate symbol.

The leaf is highly flexible, as it can be used within all the colour schemes in many different

ways.  It is therefore capable of being used frequently and becoming widely recognisable.  It

can be appropriately superimposed on photographs, used under text, embossed, engraved, or

used as a watermark or varnish.  It can be cropped in two ways and rendered in many sizes.

PowerPoint

To maintain BAT’s reputation for quality and professionalism, it is important that the

materials used in presentations, internally and externally, use the company’s visual identity in

a consistent way.

There are five PowerPoint sets, one in the signature colour scheme and the other four in the

attribute schemes. The design aim is easy use and legibility. Previously, the ‘curves’ in the

corporate design limited the available space. There are now no curves, making more space for

text and graphics. The font colours contrast clearly against white backgrounds, consistent

with increased use of white backgrounds and making content easy to read.  All sets carry the

corporate signature.

Each set has a title slide where users make an animated 'build' of the leaf device, and a

subtitle slide for more information on the topic.  There are also optional shorter versions of

each set, in which the leaf device appears straight away on the title slide and there is no

subtitle slide.

Signature set:  This is used when the aim of a presentation is corporate recognition.  It will

often be the most appropriate for an external audience.

Attribute sets:  These should be used when one wishes to suggest the corporate brand

attributes. 

Font colours:  The templates automatically use either an appropriate scheme colour or black

for text, carefully chosen to work with the backgrounds. 

Object colours:  The templates include sample graphs and pie charts in the accent colours of

the scheme.  If an object created in another programme is imported, such as a chart created in

Excel, it will not assume the colours of the PowerPoint scheme.  However, if the base data is

imported and then the chart is created within PowerPoint, it will automatically assume the

scheme colours.

These are illustrations of the PowerPoint templates.

Corporate signature set

5.14 Websites

The visual identity can be simply applied to all Group One Web sites.  The designs add a

fresh and modern look to BAT’s One Web site and reinforce a visually consistent look across

the Group.

It is recommended that the corporate signature colour scheme is used on the main Homepages

of One Web sites, to reinforce corporate recognition.  A single attribute colour scheme is

recommended for each separate site section.  The principles set out using the design apply to

the creation of all local One Web site assets

These illustrations show how the schemes have been applied to www.bat.com.

The corporate signature colour scheme applied to the main Homepage of bat.com. 

The Purple (winning) scheme applied to a section homepage, in this case ‘Who we are’ on

bat.com. 

5.15 Signage

Design components:  The signage design uses the corporate signature, the signature colour

scheme texture and Stone Sans lettering in corporate dark blue, all on a white background. 

The purpose is to present a brighter, fresher look at all locations and to give more emphasis to

the corporate signature and the signature colour scheme. 

The BritAm proprietary font can never be used for information on signage.  It is only for the

corporate logotype.

Signs are an investment and should always reflect the quality of the organisation, so regular

maintenance and cleaning is essential. 

These Guidelines divide signage into three types: Corporate dominant signs, Information

dominant signs and Simple directional signs.

Corporate dominant signs are for places where it is important to emphasise the corporate

signature more than other information.  This type of sign is typically for the entrances to sites,

to establish corporate recognition.  On this type of sign, the corporate signature should be

relatively large compared to the other information.

Information dominant signs are for places where it is important to emphasise basic

information more than the corporate signature, with the signature simply endorsing the

information as provided by the company.  This type of sign is typically for inside sites.  For

example, it may offer directions or distinguish one facility on site from another.  On this type

of sign, the corporate signature should be relatively small compared to the other information.

5.16 Exhibitions and conferences

Exhibition stands and conference sets can provide large scale opportunities to use the

visual identity in exciting ways.

This purely conceptual illustration indicates an approach to designing a major exhibition or

trade fair stand.

The concept is to use the corporate signature colour scheme on the entrance and external

areas visible from a distance to provide corporate recognition, and to use the attribute colour

schemes inside in the ‘British American Tobacco space’ to suggest the corporate brand

attributes.

In the large area available for a major exhibition stand, together with other effects such as the

use of lighting, glass and plasma screens, exciting effects can be created.

This major stand, using all the colour schemes in this way, was created for British American

Tobacco China for the World Tobacco Symposium and Exhibition at Kunming in China in

November 2004.

5.17 Conferences

Similar to exhibition stands, conferences and similar prestigious corporate events offer an

opportunity to use large spaces on the set for bold use of the colour schemes and design

devices, along with the PowerPoint slides in the colour schemes to generate a strong and co-

ordinated display of the visual identity.

At these events, lighting can be a cost effective way of displaying the design elements of our

visual identity.  Careful consideration should be given to the way lighting is used. 

When using lights, as in any other applications, colours from the different schemes cannot be

mixed or layered over each other.

5.18 Stationery

Printed stationery makes an important statement of corporate identity.  The Board wishes to

see a greater degree of common design for corporate stationery across the Group. 

Specifications for paper may of necessity vary, but the design features of corporate stationery

should be common to all Group companies.

Corporate stationery frequently forms the first contact that a company has with business

partners, customers and other stakeholders and may mark key points in business

relationships.  BAT’s corporate stationery should be visually consistent and should reflect the

personality and prestige of its business.

The Board wishes to see a greater degree of common design for corporate stationery across

the Group.  Specifications for the paper used for stationery may of necessity vary, but the

design features of corporate stationery should be common to all Group companies.

These Guidelines include design templates for the corporate A4 letter head, compliments slip,

business card, address label and envelope, and also for memos, faxes, news releases and

documents such as printed speeches and position papers.

Group companies should adopt these templates and customise them locally by applying the

appropriate corporate signature and company details. 

Any Group companies requiring support with locally customised desktop templates should

contact their local IT manager.

Body copy typeface

Stone Sans is used in pre-designed information on letters stationery and in headers on the fax,

memo and news release.  Stone Sans may also be used for body copy where a document is for

printing only.  However, Stone Sans should not be used in body copy for documents that are

commonly transmitted electronically, such as news releases or position papers, but should be

replaced by Arial.  This is because computers and electronic systems outside the British

American Tobacco Group may not be able to ‘read’ Stone Sans. 

A4 letter head

A4 letter head, standard Group design.  The signature is top left, balanced by texture the

height of the address on the opposite side. The leaf device is reproduced as a watermark.  If it

is not possible to achieve a watermark, the watermark can be omitted.

Continuation sheets have only the optional leaf device watermark.

5.19 Compliments slip

Corporate compliments slip, standard Group design, with and without the optional leaf

watermark.  If a watermark is used, it is the leaf device, cropped in accordance with these

Guidelines. 

5.20 Speeches, position papers, fact sheets, news releases

The corporate signature is positioned top left, consistent with other corporate stationery. 

Stone Sans is used for pre-designed headers but body copy should be in Arial in any of these

documents that are likely to be transmitted electronically.

Steps in Communication Steps in Communication

Chapter6

For the Communication to take place, certain steps were identified and then aligned with the

process of communication of the Corporate Guidelines. The steps are as follows:

6.1 Agree on Communication Objectives

Purpose:

– Identify and define exactly what we want to achieve through communication

activities in this situation

Achieve awareness of the Corporate Attributes & the Visual Identity

Key questions:

– Why are we communicating?

In order to make the employees at BATB understand the corporate guidelines and be aware

of its implications

– What do we want specific audiences to

o Do

Understand the CB Model

o Think

About its implications and importance in Business

o Feel

Confident that these are being followed in BATB and they are ethically aligned with their

business

– What are we aiming for?

Awareness of the Corporate attributes among the employees at BATB

Raising Creating Building Winning Changing

Awareness Understanding Motivation Commitment Behavior

At BATB, my project deals with the first two stages of Awareness and Creating

Understanding among Employees

Intensity of Impact

6.2 Identify Audience

All the 1300 - plus employees at BATB. These are demarcated into 2 divisions. The

management comprising of about 250 employees and the rest are non-management

employees

6.3 Develop Key Questions:

– What messages do we need to communicate to help our target audiences to do

(think/feel) what we want them to?

We need to communicate that corporate guidelines are very important in the way we do

business.

– Which messages are most important for which audiences?

The audience has been divided into two parts – Management and Non-Management.

Management - we need to communicate that each of them needs to take ownership of the

‘areas of responsibility’ outlined to them. They need to be apprised by the Executive

Committee.

Non-Management – The employees need to have a brief overview of the B.P and they have

to know that these are being followed in BATB and are ethically aligned to their business.

Internal Communication Internal Communication

ToolsTools

Chapter 7

7.1 What is Internal Communications?

Internal Communications is a part of the corporate communications team of CORA. It is the

function which engages with the internal stakeholders of the company. The recipients of

internal communications are all the 1300-plus employees, belonging to both management and

non-management.

The responsibilities of Internal Communications include planning and developing appropriate

communications tools, methods and messages as well as advising other functions in

developing cross-functional communications tools or activities.

Objectives of Internal Communications

Communicate corporate projects, events, achievements.

Provide counseling service for cross functional teams for communicating

projects, events, achievements.

Generate positive shift in employee comprehension of company objectives

and directions.

EngageListen

Inform

Internal Internal CommunicationCommunication

Why is it important?

British American Tobacco believes that empowered and motivated employees are the

prerequisite for creating a winning organization. To this end, it is necessary that employees

have the right information and it is Internal Communications that facilitates the information

flow. It provides the employees with sufficient information to perform their roles and it aligns

them to the company’s vision and direction. This enables informed decision making and

promotes cohesiveness among the business units. Thus Internal Communications helps

ensure that employees at all levels have an understanding of the business and are able to

engage and inspire individuals around them to deliver winning performance.

Internal Communications also plays a catalytic role in upholding the guiding principle of

“Open Mindedness”. This guiding principle requires that one listens actively, communicates

openly, values feedback, fosters a climate of support, encourages creativity, and constantly

challenges the status quo.

7.2 Internal Communication Tools and Processes

The company has to decide what to communicate and how to communicate it. From its

portfolio of communication tools, British American Tobacco selects a particular tool or a

combination of tools, depending on the number of people involved and the importance of the

communication. All these tools are designed to meet specific needs and together they provide

a comprehensive communication with no gaps.

For each tool the following are detailed–

Target audience

Core contents to be communicated

Frequency of communication

Language and tone

Tool name – each tool usually has a branded name

Production budget

Selection of Communication Channels

Amongst a wide array of resources (face to face, print, and multimedia) available, the tools of

Internal communication were chosen. The following steps were identified:

o Purpose: Identify the different communication channels available to communicate

key messages and select the most appropriate

o Key Questions:

– What communication channels can we choose from to reach the target

audience?

– Which communication channels are best to reach the target audience?

All the internal communication tools are to be used for this communication. Thus the

following tools are to be used:

Focus : An internal magazine of BATB which takes a people-centred approach to events and

issues in business. It is released in every quarter.

BATB News: A monthly news edition which focuses on internal activities.

Baithak: A cyber tool allowing managers to sharet he latest inform,atuion n news, within

functions and eventually with other Operating Companies.

LN: Lotus Notes is the intranet which connects all managers.

Briefings: These are sessions are conducted by members of the Executive Committee. This is

one open forum where all the employees of BATB are assembled in groups.

Apart from these formal channels, all communication channels that are NOT being controlled

by Corporate Communications are also to be used, e.g. communication through the line, team

meetings, grapevine, etc.

The detailed communication tools that are used by British American are the following:

Focus (Magazine )

Focus is a magazine published for the exclusive use of the employees.

What is communicated?

The magazine’s core contents are –

Success Stories – achievements by a person, department or business

People News – sharing of experiences by an employee

Values/ Principles – demonstration of values in the work place

Lifestyle – light articles for entertainment

Fun/ Humorous articles

The contents of the communication are less formal and are people oriented. If an employee

were to be shown excellent performance by driving a project, his success would ideally be

shared though the Focus Magazine. The events are communicated in detail and thus, Focus

can act as an archive of information as well.

How it is communicated

The communication is in the form of articles published in the form of a magazine. Each issue

contains six or seven articles. Two versions of the magazine are printed – English version for

the management and Bangla version for non-management. Focus is hand delivered to all the

employees in Dhaka and couriered to outstation employees.

Production process

The frequency of publication is usually quarterly. The magazine content is compiled by

Internal Communications with the help of an 8-member editorial board (the IC editors),

representing finance, marketing, CORA, HR, legal, leaf, operations, IT and the trade union.

The board’s responsibilities are to identify the news events from the functional areas for

publication and to motivate employees to contribute articles.

The articles usually include relevant photographs. These may be photographs of specific

event, copies of which are kept by Internal Communications. Photographs for other articles

are obtained from the photo archives or from specially arranged photo shoots.

The design and publication of Focus are handled by outside agencies. BATB often works

with two agencies – one for the design and artwork and the other for the printing. The design

is done by an advertising agency; after approval of the design the dummy is sent to a printing

agency. The advertising agency usually supervises production and is paid 15% of the

production cost as commission. Internal Communications has to work within a given budget

for Focus publication.

BATB News (Video news)

What is communicated?

The publication of BATB News may or may not coincide with that of Focus. These two tools

serve distinct purposes in the overall IC portfolio. While Focus contains more people news

and in-depth features, BATB News covers project news and events. The core contents of

BATB News are –

Business Performance

Corporate Events

Strategic Initiatives

Projects

Other success stories

The objective of BATB News is to align the employees to company vision and direction. This

is done through:

Tracking monthly company performance against target and highlighting activities

on ten strategic directions of the company and the four guiding principles, on a

month by month basis.

Bringing strategic direction by using creative, visual format, featuring interviews

with individuals and teams about their activities and achievements and offering a

glimpse of operations.

Highlighting examples of behaviour aligned with guiding principles and

achievement of tangible results.

How it is communicated

The news is communicated through a fifteen to twenty minute video production. BATB News

is produced only in Bengali and is made for all the employees (expatriates get an English

transcript).

This video newsletter is shown to the employees via several media –

video archives on an Intrasite

screening in the canteen

CDs sent out from CORA

Most managers watch BATB News from the Intrasite where they can access the video at any

time. Non-management employees watch BATB News in the canteen. The CDs are sent to

line managers stationed outside Dhaka. These managers share BATB News with their team

members (T.O.s in Marketing, and employees in Leaf and Operations) during monthly

meetings. The distribution scheme of BATB news is detailed out below –

Dhaka Managers – The video file is uploaded on the intranet and an email is sent out to all

users notifying the publication of BATB News. The email also gives a gist of the main news

items covered. The managers can log onto the intranet and view the news whenever they

want to and as many times as they wish. Each BATB News remains on the intranet for 12

months.

Dhaka non-management – Factory workers are shown BATB news on a large projection

screen during meal times in the canteen for five consecutive days . Since the factory operates

24 hours a day, non-management have in total seven meals daily– breakfast, lunch, tea,

dinner, evening tea, night tea and early breakfast. During each meal, which lasts from half an

hour to an hour, BATB News is played repeatedly. Taking into account the number of shifts,

a worker may be exposed to a minimum of 6 and a maximum of 15 projections.

Outstation - A day after BATB News is uploaded, CDs are mailed to the outstation

managers for shared viewing on the managers’ laptop with team members during the monthly

meetings. The CD takes around three days to reach the managers, who are notified in advance

about BATB News via email. Managers in Kushtia have connectivity to the same network

and thus can view the news multiple times.

Production process

An agency is hired for the video and audio recording of BATB News which is a bi-monthly

production. The script is prepared by Internal Communications and the voiceover is given by

a BATB employee. Ideally managers from different functions should be selected by rotation

for the voiceover to create involvement across the company.

Alaap ( Monthly meeting for non management employees)

What is communicated?

This tool communicates news on Business Performance, Strategic Initiatives and Projects. It

is a focused, interactive tool targeted towards the non management employees to create

greater understanding and retention at that level. It recounts detailed news such as Sales,

Brands, Market Share, Production, Wastage levels, Quality (RQI) and important corporate

news such as Annual General Meeting, Corporate Social Responsibility activities etc. The

need for this tool arose as exposure to other tools is limited at the factory floor.

How it is communicated

Alaap sessions take place on the factory floor where the line manager makes a PowerPoint

presentation to the factory workers for duration of 45 minutes. Alaap is carried out every

month. The audience consists of 25 to 30 employees who report to that manager. Alaap

sessions are highly interactive and generate a lot of feedback. The content has two parts –

ExampleA playshop was arranged by the Corporate Culture Team as an activity to promote the Guiding Principle ‘Enterprising Spirit’. 22 employees across the company were selected to participate in the workshop. This exercise was communicated to rest of the managers through Baithak. The exercise tool place on the March 20 and an article was put up on Baithak homepage on 21sr March.

Corporate Part that contains companywide information and Team Part that contains

performance feedback of that particular team (e.g. Cell or Shift or Warehouse).

At the end of each session the line manager fills out a feedback form which is emailed to

Manufacturing HR and Internal Communications. This form indicates the turnout in each

session and the important queries that were left unanswered. Internal Communications then

follows up on the unanswered queries, obtains answers from the right source and emails the

answers back to the line managers. These questions are then addressed in the immediate next

Alaap meeting.

Production process

Internal Communications collects relevant information from across the company, edits the

material and prepares PowerPoint slides which are emailed via Lotus Notes to line managers,

at the factory, who conduct the session.

Baithak (Intranet site)

All the workstations of BAT across the globe are connected to a network based on the

internet but accessible to only members of BAT. This intranet is referred to as the Interact

site and is used by all BAT companies. In addition to Interact, BAT Bangladesh has its own

Local intranet accessible only by managers in Bangladesh. This has been given the brand

name Baithak and has the same architecture as the Global Interact page.

What is communicated?

Baithak provides users with the following features:

News from the Global Interact page – news and feature items on the Global page

are linked to Baithak.

Local news – Every week one news item

is published on Baithak by Internal

Communications. This news remains in

the archives for three months before it is

deleted. This tool also provides Internal

Communications a platform to make

communications to managers on an ad hoc

basis.

Bangladesh Bulletin Board – This feature can be used by all managers who have

access to Baithak. The bulletin board is like an electronic notice board. Three types of

notice are uploaded on the Bulletin Board – Company, Personal and Leisure. Internal

Communications uses this tool to upload relevant information and also edits/ deletes

notices uploaded by others according to need.

A MediaDesk (system which provides an archive of newspapers items) - All tobacco

related news that appears in Bangladesh newspapers are scanned and uploaded in this

section. This responsibility of maintaining this archive is outsourced.

Room Reservation facilities – This is a tool that can be used to reserve rooms for

meetings.

Chat room – this facility allows employees to share views across the company.

Functional pages – There are three functional pages – IT, CORA and Marketing.

These pages provide information relevant to the departments.

In addition to all these features, the page has a search option facilitating managers to find

information they need in an easy and quick manner. Thus, Baithak compliments the existing

set of branded IC tools developed to provide a consistent platform for effective, regular,

relevant and 2 way communication.

How it is communicated

Baithak provides a simple solution to company wide information on demand. It provides

common access and a single entry point to various business critical tools and information.

The tool is targeted towards the managers of the company. The limitation of this tool is that it

is available only to the managers based in the Dhaka Head Office and the Green Leaf

Treshing (GLT) plant in Kushtia. Managers in remote locations do not have connectivity and

hence cannot use Baithak.

Production process

The content on Baithak is managed by the Internal Communications manager.

Roadshow (Company Plan presentation)

What is communicated?

The objective of the Roadshow is to share future business plans and give updates of company

performance against yearly or half yearly targets. The nature of communication here is very

formal as the information given is very important.

How it is communicated

Roadshow is a presentation session conducted by the Managing Director or other Executive

Committee members.

Roadshow comprises of 26 sessions – each session involving 20/30 employees from an area

of the company i.e. a homogenous group. The audience number is kept down to allow the

sessions to be interactive and obtain a lot of feedback. Information of high importance is

communicated during Roadshow. Presence of the top executive increases credibility of the

communication and also increases the attention paid to the information communicated.

Production process

Internal Communication prepares the slides for the presentation, the content being provided

by the CEO, and records the feedback during the session. The feedback is documented and

sent to the Executive Committee. The presentation is prepared in both English and Bengali.

Skip Level Meeting (Informal meeting with Executive Committee)

Skip Level meeting is an informal meeting over lunch with the CEO. Ten to fifteen randomly

selected employees are selected to participate in the meeting which is conducted every

month. The meeting is so named, because immediate line mangers of the participants cannot

attend the same meetings. So, you ‘Skip a level’ of hierarchy while preparing the list of

invitees.

The objective is to promote belongingness and create scope of two way communications

among the top team and other members of the company. This meeting takes place off the

company premises usually at a restaurant. This creates an informal environment where floor

employees and junior management can take part in free flowing discussions and give them

opportunity to voice their ideas, grievances etc.

Internal Communications prepares meeting minutes which are then shared with managers via

electronic bulletin board.

Email or Lotus Notes

Lotus Notes is an email tool which is used to communicate with managers (from one-to-one

personalised to mass level communication). This tool is used on an ad hoc basis.

Notice board

Notices that are placed on the electronic bulletin board are communicated to the non

management employees in Dhaka through a print version of the notice placed on a notice

board at the Dhaka Factory premises.

Short message service (SMS) called InstaNews

The SMS tool is used for crisis communication. Internal Communication maintains a

database of mobile numbers of all managers. Messages are sent out x to multiple people to

make a communication on an emergency basis.

FindingsFindings

Chapter 8

8.1 How successful have the tools been?

Overall picture

The survey results indicate that Internal Communications has been overall effective in

communicating the company’s business information, strategies, values and events. 98% of

the employees think it is ‘effective’ (54% of total respondents said it was ‘very effective’; see

table 1.0 in appendix)

The individual tools are more or less effective as rated by the employees. On a scale of 1 to 6

(6 being most effective and 1 least effective), they were given an average score of 4.5.

Most

effective

Quite

effective

Just

effective

Most

ineffective

Quite

ineffective

Just

ineffective

6 5 4 3 2 1

Tool all mgt non mgt Sample 95 33 62

Weighted mean scores Focus 4.4 4.0 4.7 BATB news 4.0 3.5 4.3 Skip Level 4.2 3.5 4.7 Baithak 4.4 4.4 n/a Roadshow 5.3 4.2 5.9 Alaap 4.7 n/a 4.7 Notice Board 3.8 2.4 4.6 Lotus Notes 5.0 5.0 n/a

Roadshow (sharing of company plan) has been the most successful tool especially for the

factory workers who gave it a score of 5.9 while BATB News (video news) received the

lowest overall score of 4. The Skip Level Meeting seems to have gotten mixed reactions with

the management rating it 3.5 (which is almost ineffective) and the non management scoring it

4.7 (See table 2.0 in appendix). Skip Level is probably more popular among the factory

workers as they like the dinner that comes with the meeting.

The management have demonstrated a preference for electronic media as they have given

the highest rating to ‘Lotus Notes’ and ‘Bulletin Board’ where as the factory workers have

shown the strongest preference for ‘face-to-face briefing’. Notice boards are effective for

non management who make use of several notice boards on the factory floor as well as

canteen but this communication method is ineffective for managers who gave it a score of 2.4

(see table 3.0 in appendix).

Internal Communication (IC) has also been successful in fulfilling its objective of giving

cross functional support. 82% of the respondents found IC supportive in communicating

events, projects and achievements taking place in various business units.

Performance of each Tool

Focus (magazine) is read by majority of the employees, 99% of who are ‘satisfied’ or

‘somewhat satisfied’ with the information provided, writing style and design of the

publication. There are some complaints regarding on-time delivery of the magazine to

employees on the factory floor. Even though the readers did not indicate

dissatisfaction, the content of the magazine did not receive very high scores; the

average score being 4 meaning the articles are ‘just liked’. To justify the resources

spent on this tool and make it more effective the articles should generate more interest

and liking.

BATB News (video news) has received a low rating (3.3) when it comes to its

effectiveness in communicating the company’s business information, strategies,

values and events. When asked about what they would like to see covered in this

video-news, respondents showed the strongest preference for news on ‘Business

Performance’ and ‘Brand News’ (average score of 5 out of 6, see table 5.0 in

appendix).

The problem seems to be with the viewing as many of the factory workers and quite a

few of the managers have not watched all the productions. The management can

access it any time on their computer but they claim they have no time to watch it. The

non management on the other hand has limited opportunity to watch BATB News as it

is shown for a short time in the canteen. Many are absent while others have

complained that they do not like watching the video news while eating. The

employees who work at the remote locations have very limited access to BATB News.

Most have them have watched one out of the five ‘BATB News’ made in the last

twelve months.

Skip Level Meeting is a concept liked by 97% of the employees and 93% of those

who attended a Skip Level Meeting, liked it. However, only a meager 11% think that

there is a direct benefit.

80% of the employees do not know if the feedback given during this meeting is

addressed and unless the communication loop is completed and the employees can see

a direct link between discussion during the meeting and actions, the tool has not been

fulfilling its objectives. Another alarming fact is that 31% of the respondents were not

comfortable about the confidentiality of matter discussed.

Alaap (monthly presentation on factory floor) is a tool that has been recently

introduced and it has been highly successful. Most of the non management looks

towards their monthly Alaap to receive feedback on performance and business

updates. Attendance level is very high and 97% of the workers like the sessions.

Satisfaction level on the content and presentation of Alaap is also high but some

would like to see an improvement in the style & design of the presentation slides.

Many employees think that duration of Alaap sessions need to be increased as they

feel the presentations are often hurried.

Baithak (intranet site) is a central point for all managers to connect and share

information and managers gave it the highest rating among all tools (see table 2.0,

appendix). However, not all features of Baithak are used or preferred to the same

extent. ‘Room Reservation’ is the most popular and useful feature followed by the

‘Bulletin Board’. (See table 6.0, appendix). Three of the features have received ‘quite

low preference’ ratings indicating that these features have not been of much use.

These are the ‘E-Media desk’, ‘Online Chat’ and ‘CORA Site’. ‘Online chat’ is a

redundant feature as most managers use the software ‘Sametime Connect’ that comes

with Lotus Notes to chat.

The ‘CORA Site’ generates no interest with 52% of the managers surveyed never visiting

the site. Lastly, 55% of the managers have not visited the ‘E-Media’ section of Baithak.

E-media (news clippings from all newspapers relevant to the business) contains

information that is important to all managers of BATB and its unpopularity is a major

failing.

Baithak has been rated by 69% of the managers as being ‘easy or relatively easy to use’

and thus it is user friendly and all efforts have to be concentrated on improving the

content and regular updating of information so as to make the communication more

effective.

Roadshow (Company Plan presentation) is a very effective tool – 52% of employees

rated it as an effective two-way communication and 43% found it ‘somewhat

effective’. All respondents scored it ‘excellent’ or ‘very good’ in terms of content,

presentation, ease of comprehension and response to queries (see table 7.0, appendix).

The only problem identified with Roadshow is the low attendance among the non

managements.

Record ManagementRecord Management

Compliance Compliance

Chapter9

Every year record management compliance event is held over a week where efficient use of

record management is encouraged. All the documents including paper, soft copy, hard copy,

photos, video etc whatever is necessary to perform an employee role is persuaded to manage

efficiently.

This year the record compliance week was held on April 24th

This event was conducted for the whole & the following programs were set to make the

employees aware of the benefit of record management:

1. All the managers & non-management review that their records, whatever are needed

is kept according to their retention schedule.

2. An audit was conducted by the coordinator with the concerned manager os the

department that whether useless record has been stored or not.

3. The managing Director gave a speech concerning this record management at the

beginning of the week.

4. Training workshops were held where interested employees were trained about hot to

manage their records efficiently.

5. Slip pad and a record management toolkit was sent to all the employees of BATB as a

souvenir so that at a glance anyone can remember about the efficient record

management.

6. Posters, balloons, a dummy was set up in the different places of the head office so that

an awareness is build up among the employees of BATB

7. The following internal communication tools were used as well to build awareness but

after the survey was conducted, it was found that a huge loss was incurred as some of

the internal communication tools were found inefficient.

CommunicationCommunication

Package Package

Chapter 10

For the purpose of communicating the corporate guidelines, I have developed a plan for

communication. Two options have been set for choosing the time frame. Again, I have

divided the plans for Management and Non- Management employees separately as they differ

in

the intellectual level

the intended awareness level, and

the intended adoption (of Corporate guidelines) level

Use of internal communication tools:

(managers) Cost

Baithak 0 tk

Roadshow 65,000 tk

Lotus Notes 0 tk

Focus 150,000tk

BATB news 20,000 tk

Skip Level Meeting 10,000 tk

Loss of180,000 tk

(non-managers) Cost

Alaap 2,000 tk

Roadshow 65,000 tk

Notice Board 0 tk

Focus 150,000tk

BATB news 20,000 tk

Skip Level Meeting 10,000 tk

Loss of20,000 tk

200,000 tkTotal Loss of

10.1 Communication Plan

This plan will be followed by the “Internal Communications Executive”.

As a sequel to the communication Plan, some way-forward suggestions were also put forth.

The way-forward suggestions make it easier to start with the project of communicating the

corporate guidelines.

Way-Forward Suggestions

1. On that day of launching, the whole place can be decorated with leaflets, banners,

balloons each of which incorporates the new color & texture & fonts.

2. Conduct FGD with Dept managers.

a. FGD will include a ppt presentation on the corporate guidelines, its roll-out

time frame & implications/importance and the presentation template will use

the corporate visual identity.

b. FGD will be introduced by an EXCO member

3. Incorporate their suggestions/inputs in Communication Plan

Head ---------- Senior Managers-------------- Junior managers --------- Employees

(Top-down Approach)

4. Connect, the BATB newsletter published in March’05 follows the new corporate

guidelines which can act as an awareness tool.

Tools (Print & Media): Focus, Baithak, BATB News, Briefing sessions.

Since Alaap has been found to be the most effective communication tool of

communication to the non-managers, this medium can be used to communicate the

company attributes to the non management.

Focus, Baithak, BATB News are the tools that can be used to communicate the brand

attributes to the management. Each of the communicating tools has to be designed with

the new visual identity.

Branding materials:

Posters, leaflets, banners & stationeries

Games:

Management : game introducing the corporate guidelines

Non-management : game testing memory retention after introduction of the

corporate guidelines

Desktop:

Management: The desktop, screensaver, presentation templates- all has been changed to

the new visual guidelines already.

Stationeries:

Management: The daily used materials like files, folder, visiting card, A4 letterhead,

fax, memos etc has to follow the new corporate visual identity.

Non-Management: The memos, notice board in the non-mgt floor etc all can be used to

make the non-management aware of the new guidelines.

10.2 Strategy

In order to roll-out this package & that the corporate guidelines and attributes are effectively

communicated among the employees we need to formulate a strategy. The below mentioned

points were developed to effectively set out the strategy:

Need Top Team commitment to personally champion their team’s adoption.

Provide company-wide, consistent messages to create employee awareness.

All managers make the corporate guidelines relevant to their teams by identifying

how they are demonstrated in their department, thereby building employee

understanding and support.

Engage employees so they have ownership and are actively involved in putting the

CB Model into practice.

10.3 Recommendations

In order to achieve the above mentioned objectives, the following recommendations have

been developed:

Process or activity for identifying the attributes of CB Model (eg. WOW+):

– Top Team identifies and models the behaviours to be embedded within the

organisation.

– Function Heads determine how those behaviours may appropriately be

demonstrated within their function.

Employee Disposition Funnel

The diagram shows the stages in getting the employees to the final stage of commitment of

following the corporate guidelines. The present project “Communication of Corporate

Guidelines” deals with the first three stages of “Awareness”, “Acceptance” and “Action”.

Move managers down the employee disposition funnel ahead of employees ie.

demonstrate behaviours and commitment

o ‘Walk the talk’: this gains employee commitment.

Ownership can be achieved by employees:

– Feeling they have been consulted, in the CB Model adoption (if not in creation

then in interpretation);

– Understanding how the Corporate attributes relate to our mission, vision,

Guiding Principles, and our business strategy;

– Being able to create meaning, that is, to gain a shared understanding of what

the words mean in practice to them in their day-to-day jobs; and

– Being able to ask questions and resolve conflicts that may arise.

And to communicate the attributes successfully the following internal communication tools

can be used according to the effectiveness among the target audience.

AWARENESS ACCEPTANCE ACTION ADOPTION INSTITUTION-ALISATION

COMMIT-

MENT

Degree of Support

Management

(ranking)

Non-Management

(ranking)

Inte

rnal

Com

mun

icat

ion

tool

s

1. Lotus Notes

2. Baithak

3. Roadshow

4. Focus Magazine

1. Roadshow

2. Alaap

3. Skip Level

Meeting

4. Focus

Magazine

5. Notice Board

Table :8 Effective Internal Communication tool

ImplementationImplementation

Chapter 11

For Implementation of the Communication process, the following steps have been set up as

guidelines for the “Internal Communications Executive”:

Use common tools across the company and share with the Area

o eg. brochures, Q&As, slides.

Allow flexibility for Function Heads to adapt how they roll-out the

Corporate Guidelines within their function

o to minimise business disruption while maximising effectiveness.

Utilise existing meeting forums as much as possible.

Train & provide communication kit to managers that communicate the

CB model to teams.

Integrated use of employee “touch points”

oFormal: Official, corporate channels such as communication from senior executives.

oSemi-formal: organisational infrastructure, such as policies and procedures.

o Informal: interpersonal contact, such as employees’ relationships between their

manager and other employees.

Timing considerations: other initiatives being rolled out and major

project communications.

Brand the communications as ‘Leading the Way Correctly’, conveys

core messages:

– CB Model is not about sacrificing our proper commercial objectives; however,

how we achieve them is as important as that we achieve them

– We will behave responsibly and with integrity while being a successful

company.

– We will be true to ourselves and our stated beliefs.

– We are proud of who we are today and our heritage.

11.1 Steps for Continuous improvement

Feedback mechanisms with each communication activity

Ongoing feedback via “Concerns Hotline” – monthly summary reports

identify any issues

Dialogue on CB Model to evaluate company performance.

Your Voice survey for ongoing gap analysis

Ongoing communication to reinforce positive behaviours

Incorporate into ongoing training (such as orientation program,

management training)

Measurement Measurement

Chapter 12

12.1 Selecting the right measurement tool

The first step for measurement is to select a proper measurement tool. It can be chosen from

an array of tools. Most common business measurement tools include:

Survey questionnaires (paper/email/online): Best for: numerical/statistical data,

quantifying improvements and changes, establishing links and demonstrating trends

Focus groups/employee panels Best for: explanatory data, exploring issues in

depth, exploring opinions and feelings

Interviews (face to face/telephone) As above; telephone interviews are good for

disperse audiences; also low budget

Observational measurement, eg attending a team brief and assessing the

process against a list of criteria) Best for: assessing what really happens during a

process; quantifying process improvements; collecting data for comparisons

Feedback forms Best for: collecting immediate feedback on specific activities;

measuring audience response to key messages and their delivery

A measurement chart outlining the research objectives was set for the “Internal

Communications Executive”.

The objectives were realistically set keeping in mind the complex nature of CB Model.

After launch Research objective

3 months Identify managers’ acceptance & employees’

awareness

6 months Identify managers’ adoption & employees’

acceptance

12 months Identify employees’ adoption

24 months Identify institutionalisation & commitment

Measure corporate performance

36 months Monitor institutionalisation and commitment

Measure corporate performance

I. TABLES

1. Table 1.0 – How effective do you think Internal Communications has been in communicating the company’s business information, strategies, values and events?

all mgt non mgtSample 95 33 62Very effective 54% 42% 60%Effective 44% 55% 38%Somewhat effective 2% 3% 2%Ineffective 0% 0% 0%

2. Table 2.0 – Rating given for each tool by management and non management (on a scale of 1 to 6; 6 being most effective and 1 least effective)

all mgt non mgtSample 95 33 62mean scores Focus 4.4 4.0 4.7 BATB news 4.0 3.5 4.3 Skip Level 4.2 3.5 4.7 Baithak 4.4 4.4 n/a Roadshow 5.3 4.2 5.9

Table :9 Measurement Chart

Alaap 4.7 n/a 4.7

3. Table 3.0 – Rating given for preferred method of communication(on a scale of 1 to 6; 6 being most preferred and 1 least preferred)

Communication method all mgt non mgtSample 95 33 62mean scoresFace to face 4.9 3.9 5.4Notice boards 3.1 2.4 3.6Printed matter 3.8 3.7 3.9Video 3.9 4.0 3.8Baithak 4.0 4.0 n/aLotus notes 4.5 4.5 n/aBulletin board 4.4 4.4 n/aCanteen 3.4 3.9 3.14. Table 4.0 – Which is the most favourite section in Focus?

(on a scale of 1 to 6; 6 being most favoured and 1 least favoured)

Content of Focus All mgt non mgt Sample 95 33 62mean scores Project Update 3.8 4.3 3.5 Personal Experience 4.2 4.8 3.8 International News 3.9 3.6 4.1 Strategic Initiatives 4.1 3.7 4.4 News on Business Partners 3.7 3.9 3.6 Lifestyle 3.5 3.5 3.5 Quiz 3.9 3.5 4.1 Jokes 3.8 3.9 3.8

5. Table 5.0 – What employees would like to see in BATB News?(on a scale of 1 to 6; 6 being most preferred and 1 least preferred)

Type of news all Mgt non mgt Sample 95 33 62mean scores Project update 4.3 5.2 3.8 Corporate event 4.5 5.0 4.2 International news 3.9 4.5 3.6 Strategic initiatives 4.2 4.3 4.1

News of business partners 4.0 4.2 3.8 Business performance 5.1 5.5 4.9 Brand news 4.9 5.5 4.5 CSR 4.8 4.7 4.9

6. Table 6.0 – What sections of Baithak are preferred?(on a scale of 1 to 6; 6 being most preferred and 1 least preferred)

7. Table 7.0 – How employees rate the Roadshow?(on a scale of 1 to 6; 6 being excellent and 1 poor)

Features of Roadshow All mgt non mgt Sample 95 32 62mean scorescontent 5.5 5.5 5.5presentation 5.5 5.4 5.5ease of comprehension 5.0 5.1 5.0response to queries 5.1 4.8 5.2

II SURVERY QUESTIONNAIRE

Department   Code  

4.4Global tools

4.3Business tools

2.9CORA

4.0Music

2.5Online chat

5.0Room reservation

2.6E-media desk

4.7Bulletin board

4.3News

mean score

29Sample

All mgtSections on Baithak

Internal Communications Survey Questionnaire

FOCUS (Applicable to all)

F1. How many issues have you read in the last 12 months? Please tick one.

0123Can’t recall

F2. Which is your most favourite section? (Rate each section on a scale of 1-6). Multiple sections may have the same rating.

6 means most while 1 means least favourite one.

Project updates (Social Reporting, SAP, SRM, Torpedo etc.)Personal Experiences (Territory Experience , Earth Watch Fellows, People from abroad) International news (BAT Operating countries and Globe House)

Overview of Strategic Initiatives (WOW_GP etc.)

News on Valued Business Partners (distributors, suppliers, farmers)

Lifestyle (Food, Health, Living)

Quiz

Jokes

Others (please specify)

The following questions pertain to the various Internal Communication tools and services, and are devised to measure their effectiveness in keeping you informed.

F3. How frequently do you think Focus should be published? Please tick one.

1/ year1 / 6 months1/ 4 months 1/ 3 months1/ 2 months

F4. Are you satisfied with Focus? (Tick in the appropriate cell)

Satisfied Somewhat satisfied Dissatisfied

Writing styleInformationDesignSizeDistribution

F5. Do you have any suggestions for improving Focus? For office use

BATB NEWS (Applicable to all)

N1. How many BATB News have you seen in the last 12 months?

012345678

N2. How frequently do you think BATB News should be published? Please tick one

1/ 3 months1/ 2 months1/ month

N3. Which of the styles of the BATB news do you prefer? (Please tick one)

A newscaster reading news from a news desk (studio setting) and intermittent video clippingsContinuous video clippings with background voice/ commentaryDifferent style in different editions

N4. What would you like to see covered in BATB News? (Rate them on a scale of 1 to 6). You can give the same rating to multiple sections.

6 means most preferred one while 1 means least preferred one.

Project updates (Social Reporting, SAP, SRM, Torpedo etc.)

Corporate Events (AGM, Convention, Afforestation etc.)

International news (BAT Operating countries and Globe House)

Overview of Strategic Initiatives (WOW_GP etc.)

News on Valued Business Partners (distributors, suppliers, farmers)

Business Performance (Sales, Production, Wastage etc.)

Brand News

Corporate Social Responsibility

Others (please specify)

N5. How long would you like the BATB News to be? Please tick one

Less than 5 minutes  5 - 10 minutes  10 – 15 minutes  15 – 20 minutes  

N6. What’s your most used method of watching BATB News? Please Tick one.

CD sent by CORAGroup watching in Monthly MeetingBaithakCanteenOther (Please Specify)

N7. Do you have any other suggestions to improve BATB News?

For office use

SKIP LEVEL MEETING (Applicable to all)

S1. Have you ever participated in a Skip Level Meeting? Please Tick one.

Yes

No

S.1.1 If you have participated in a Skip Level Meeting, please answer the following 4 questions, if no, please move on to question S2.

a. Did you like participating in the meeting?

b. If yes, why? (You can choose more than one option)

Informal environment

Gives a chance to meet people

Gives a chance to voice your opinion

Others (Please specify below) For office use

c. If no, why not? (Please specify)

For office use

Yes

No

d. Have you or your team or department ever been directly benefited from the discussion in a skip level meeting?

For office use

S2. Do you like the concept of skip level meetings? Please tick one.

Yes

No

S3. How frequently do you think skip level meetings should be held?

S4. Are you comfortable about the confidentiality of the matters discussed during the meeting?

ALAAP

A1. How many Alaap sessions have you attended in the last 12 months?

1   7  2   8  3   9  4   10  5   11  6   12  

1/ month1/ 2 months1/ 3 months

YesNo

A2. Did you like the Alaap sessions? Please tick one

Yes

No

A3. Rate the following features of the Alaap sessions (Place a tick in the appropriate cell, 6 means excellent and 1 means poor)

  6 5 4 3 2 1Content/Information          Presentation          Style & Design          

A4. If you don’t like Alaap, please specify why

For office use

A5. Do you have any other suggestions to improve the Alaap sessions? (Please specify)

For office use

BAITHAK (only applicable to managers in Dhaka and Kushtia)

B1. Which feature/ section of Baithak do you like most? (Please rate from 1 to 6; give 1 to a section you dislike very much and 6 to the section you love ) Multiple sections may have the same rating.

News

Bulletin Board

BATB E-Media Desk

Room reservation

Online chat

Music & Videos

CORA Site

Business Tools (Indirect, MYDAS, Learning Centre)

Global Tools (About BAT group, Global Corp ID Guide)

B2. How often do you visit the following sections in Baithak? (Please give the frequency of visit for each section)

Every day

At least twice a week

Once a week to once in 15 days

Less than Once in 15 days

Never Don’t know

News

Bulletin Board

BATB E-Media Desk

Room reservation

Online chat

Music & Videos

CORA Site

Business Tools

Global Tools

B3. What do you dislike about Baithak? (You can select more than one)

Not accessible to all

Homepage is not updated regularly

Not user-friendly

Others (specify) …………………………………………………………

B4. Do you personally find BAITHAK easy to use?

Yes, very easy to use

Relatively easy to use

Not very easy to use

Not at all

B5. Do you have any other suggestions to improve Baithak? (Please specify)For office use

ROADSHOW (Company plan communication)

R1. How many Roadshows have you attended in the last 12 months?

R2. Did you find it an effective means of two way communication? (Please place a tick in the appropriate cell)

Very effectiveSomewhat effectiveNot effectiveNot effective at all

R3. Rate the following features of a Roadshow session from 1 to 5. (Place a tick in the appropriate cell)

5 means most excellent while 1 means very poor

  5 4 3 2 1Content          Presentation          Ease of comprehension          Response to queries          

R4. Do you have any other suggestions to improve the Roadshow sessions?

For office use

012

GENERAL (Applicable to All)

G1. Which is your most favourite tool? (Please rank from 1 to 5)

  Rank

Focus  BATB News  Skip Level Meeting  Road Show  Baithak  

 G2. How helpful are the tools in communicating company’s business information, strategies, values and events?

  very helpful somewhat helpful not helpful not at all

helpfulFocus        BATB News        Skip Level Meeting        Baithak        Road Show        

       

G3. What’s your most preferred Internal Communication method? Which one is the next? (Please rate them from 1 to 6 according to your choice, where 6 is the most preferred method and 1 is the least.)

Face to face briefing Through notice boards

Printed materials (newsletter, magazine)

Via video ( BATB NEWS and Business Connection)

Baithak

Via lotus notes

Via bulletin board

Message board on canteen tables

G4. How would you rate Internal Communication’s assistance during Cross Functional projects?

Supportive/UsefulSomewhat usefulNot supportive

G5. How effective do you think Internal Communication is in communicating company’s business information, strategies, values and events?

very effective effective somewhat effective ineffective