Advertisement [Banglalink]_term paper.doc
Post on 26-Oct-2015
43 Views
Preview:
DESCRIPTION
Transcript
Advertising Plan:
Table of Contents
No. TOPICS PAGE
NO.
Appendix-A 2
1 Problem and purpose of the add plan 3
2 Scope 4
3 Limitation 4
4 Orascom telecom 5
5 About Bangla link 5
6 Mission 6
7 Vision 6
8 Marketing mix strategy 6
9 Demographic segmentation 10
10 Geographic segmentation 11
11 Psychographic segmentation 11
Appendix-B 12
12 Creative objective 13
13 Ad campaign 1 14
14 Ad campaign 2 16
15 Match Ad Tactic to PLC 18
16 Competitors advertising 18
17 Timing & duration strategy 21
18 Positioning through public relations 21
19 Media plan 22
20 Media type 22
21 Medium selection 23
22 Peak advertising or promotional period 25
23 Schedule advertising around competition 26
Advertising budget 27
Media budget allocation chart (Scheduling) 29
24 Conclusion 31
1
Advertising Plan:
2
Advertising Plan:
1. Problem & Purpose of the Ad Plan1. Problem & Purpose of the Ad Plan
The purpose of this advertising plan is to provide information, analysis, and to a certain
degree, recommendations. Also, the purpose is to recognize the activities, difficulties and
potential problems that an advertiser faces most in his advertising activities. The problem
statement of this advertising plan is,
“To develop an advertising plan for“To develop an advertising plan for
banglalink.””
The objectives of this advertising plan are as follows:
To describe the product’s marketing mix strategies along with their distribution
strategies, and also measure the industry life cycle.
To identify the product’s segmentation process and the target markets.
To evaluate the strength, weaknesses, opportunities and threat of the product’s as
well as their competitors.
To do some creative works for preparing this advertising plan.
To identify proper medium for the product and prepare media schedule.
To develop a budget for implement different advertising strategies for the product.
3
Advertising Plan:
2. Scope2. Scope
As discussed earlier, the purpose of this report to develop an advertising plan for
banglalink. In Bangladesh, there are six cellular phone operators in the
telecommunication industry. This report considers all the other five cellular phone
operators Grameen Phone, Robi, Airtel, City cell and Teletalk. There are some other
competitors who fall in product category competition, are ignored in this advertising plan.
3. Limitations3. Limitations
There are some limitations in every report, research or plan. This advertising plan also
indicates some limitations. These are as follows:
The executives didn’t give enough time to collect the sufficient information.
For the internal secrecy, they are not interested to share their financial
information.
Due to the lacks of experiences, about getting information through an interview,
there are some shortages of data to link up with this plan.
Time shortage is another problem to complete the report in a distinct way.
4
Advertising Plan:
4. Orascom telecom4. Orascom telecom
Orascom is one of the most dynamic telecommunications powerhouses in the world.
Orascom is based in Egypt and has operations in 11 countries worldwide. Established in
1998, it is today the largest capitalized company on the Cairo & Alexandria Stock
Exchanges with over 11 million subscribers worldwide. It has grown to be one of the
largest and most diversified GSM network operators in the Middle East, Africa and Asia.
5. About5. About banglalink
banglalink is new brand name of Shebaworld (019), which has been providing
Global Service of Mobile (GSM) in the country since 1998. Orascom Telecom bought
100% share of Sheba Telecom and gave its new name as Banglalink aiming to provide
quality service in Bangladesh. A highly quality infrastructure is the backbone of
banglalink effort. It has installed latest equipment from Simens and Huawei.
banglalink has the purpose to serve GSM cellular technology to the people of
Bangladesh with a fair low price that they can afford. To serve the customer with their
maximum effort to make them delighted. Cellular phones are spreading rapidly
throughout the country. banglalink already captured the six major divisions of
Bangladesh.
5
Advertising Plan:
6. Mission6. Mission
To serve the people with best connectivity through most excellent network at a lower
rate.
7. Vision7. Vision
Banglalink understands people's needs best and will create and deliver appropriate
communication services to improve people's life and make it easier".
8. Marketing Mix Strategy8. Marketing Mix Strategy
Variety
Post-paid Pre-paid
Standard Desh
Inspire Desh2
6
Advertising Plan:
Quality
banglalink continuously try to maintain the quality of their packages. To serve the
best quality they are doing their best to use the advanced GSM technology and they are
very much conscious about their customer satisfaction.
Brand Name
banglalink brand name is renowned in the telecommunication sector.
Packaging
As they are service oriented company packaging is not a vital thing for them, but still
banglalink try their best to give the best packages.
Customer Service
As far as the service is concern banglalink tries their level best to achieve
customer satisfaction. banglalink provides the following maintained exclusive and
superior services for their target customers.
banglalink opens its customer care center 7 days a week, 365 days a year
country wide.
SUNDAY-THURSDAY (9:00 am –
5:30 pm)
7
Advertising Plan:
Friday (3:00 pm – 6:00 pm)
Saturday (9:00 am – 5:30 pm)
Government Holiday (9:00 am –
3:00 pm)
banglalink has automated customer response toll free dialing numbers.
banglalink subscribers can dial 121 and can check their last bills status, bill
history, due bill, advanced bill and so on. This service is totally free for postpaid
users.
Features
SMS (short messaging service).
E-Mail.
VMS (Voice mail service).
Value added services (location & information based).
Internet service
Warranty
Banglalink has a 1 year warranty procedure for their sets.
Advertising
Newspaper.
Television.
Island Dividers.
Billboards.
T-signs.
Posters & Stickers.
8
Advertising Plan:
Personal Selling
They exercise highly personalized direct mailing procedure towards their corporate
client. This is the only personal selling tool for Banglalink.
Direct Marketing
Banglalink have a way for their customers to buy directly from their Zonal offices
which they termed as Customer Care Centre.
Public Relations
Public relation is very much believable and believable. They do the following item in this
promotional tool:
Distributes relief among fire victims.
Stage concert to raise money to ease flood hardship.
Donates money for the flood affected.
Hands over relief to Rotary for the flood victims.
Donates Physiotherapy Equipment to underprivileged
intellectually disabled children.
Go for press conference once or twice in a month.
Channel Members
Banglalink have established over 140 exclusive sales outlets in addition to
1000 outlets for recharge cards to ensure easy availability of Banglalink
connections. Banglalink has 8 distributors and their point of sale point(outlets) is
about 560 throughout the country.
Location
9
Advertising Plan:
Dhaka
Level 05, Land view Commercial Center
28 Gulshan North C/A, Dhaka1212
Chittagong
Banglalink vaban, Gol Pahar mor
Chittagong 4000
Sylhet
Level 03, Liakat Bhavan, Jallarpar, Zindabazar, Sylhet 3100
9. Demographic Segmentation9. Demographic Segmentation
Demographic Segmentation
Variables Segmentation Base
Age Above 15
Gender Both Male & Female
Family Size Any Family Size
Family Life Style Nuclear family, Joint family, or any other
Marital Status Both Married & Un-married
Income 8,000+
10
Advertising Plan:
Education Any Education (Basic Knowledge
of use Cellular Phone)
Occupation Students, Small Entrepreneur, Employed,
Corporate user
10. Geographic Segmentation10. Geographic Segmentation
Geographic Segmentation
Variables Segmentation Base
States (Coverage) Dhaka, Chittagong, Khulna, Rajshahi,
Sylhet, Barisal
Region (Coverage) Current 51 districts
Future 64 districts
Target Market Urban, Sub-urban, Rural
11. Psychographic Segmentation11. Psychographic Segmentation
11
Advertising Plan:
Psychographic Segmentation
Variables Segmentation Base
Social Class Upper Class, Upper-Middle Class, Lower-
Middle Class
Lifestyle Integrated, Demanding, Emotional,
Belongers, Passionate, Devotee
12
Advertising Plan:
12. Creative Objectives12. Creative Objectives
When a message perceives something, the message has
registered. One of the biggest challenges for the advertisers is
simply to get consumers to notice their messages. Attention is
one part of creating perception. Once the audience has been
exposed to the message, the next step is to create their
attention. Attention means the mind is engaged, it is focusing on
something. Attention is aroused by a trigger, something that
13
Advertising Plan:
catches the target’s interest. Moreover, the advertising
message can, and must, compete with other messages in the
same medium. Consumers who are in scanning mode have
wandering attention. Nailing down attention require some
stopping power. Ads that stop the scanning are usually high in
intrusiveness and originality. So, the ad should be intrusive and
demanding attention. Moreover, the function of originality is to
capture attention. People will notice something that is new,
novel and surprising. So, the unexpected of the new ideas
creates stopping power.
Once the message has been perceived and has caught your
attention, your perceptual process can move on the next step,
which is awareness of the message and the product. Although
awareness of the advertising comes first, awareness of the
advertising is not the ultimate objective. As far as the advertiser
is concerned, the ultimate objective is awareness of the product,
not the advertising. Interest is one way to create awareness, and
motivate to take an action. As many types of relevance exist,
many types of interest exist as well. Interest is usually created
by one or two things: personal involvement or curiosity.
Advertisers trying to develop a message that stimulate interest
will speak to the personal interests of their target audience and
do something to elicit curiosity. Also, keeping attention is the
pulling power of an ad; it keeps pulling the reader or viewer
through to the end of the message. A major advertising
14
Advertising Plan:
challenge is to maintain interest until the point of the
message is reached.
Because of the scanning and browsing behavior of many readers
and viewers, maintaining interest is more difficult than arousing
it.
To be an effective advertisement, it should have three essential
elements. These are relevance which speaks about the concern
and interest of the target customers, originality which creates
stopping power, and impact is the advertising effect on the
minds of the consumers. Nonetheless an effective advertising
will not carry the image of any product or service, it will be
coordinated with other promotion tools to develop a clear and
distinctive communication strategy, is basically known as
integrated marketing communication. It creates a synergistic
communication from a company towards its target customer in a
more effective way.
13. Ad Campaign 113. Ad Campaign 1
Target customer: Focus
The ad campaign is focused on the pre-paid user of the cellular
phone. It is developed on a new package for our ladies customer
15
Advertising Plan:
and shows the demonstrative portion of this particular
feature.
Attention: Stopping Power
To create attention the ad campaign is divided into two parts.
One part is intrusive because the print ad is different than other
print ad in the same medium.
Interest: Making an Impression
The message (sub head) in the second part of the ad campaign
indicates the personal relevance of the target customer. To keep
the target customers interest intact originality is also used. To
do this things some visuals also used in the second part with the
use of more contrast.
Appeals: Creative Emphasis
Fun & Pleasure: This particular ad campaign is developed for
the pre-paid user. More specifically, the young person of the
society who want to be unique, demands
attention from other, stay with contact with their friends. That’s
why the appeal is used in the ad campaign.
Emotional: In today’s society, young person are always busy
with their study and can’t always meet together. The time span
for gossiping is short for them. They always feel to stay in touch
16
Advertising Plan:
with one another. To keep interest with it the emotional
appeal is used.
Executing Style: Making Relevant
Lifestyle: The visual in the ad campaign demonstrate the
lifestyle of the target audience.
Demonstration: The benefits of using this feature is also
execute in the print ad towards the target audience.
Fantasy: This particular executing style is used in the ad
campaign to build fantasy among the young person (target
audience).
14. Ad Campaign 214. Ad Campaign 2
Target customer: Focus
The ad campaign is centered on the post-paid user of the cellular
phone. It is enlarged on the high class post paid users and we
are giving them the honour to be our 1st class customer.
Attention: Stopping Power
To create attention of the target audience the ad starts with a
strong headline which can create stopping power. The ad
campaign is based on originality. Also, maximum amount of
17
Advertising Plan:
visuals is used to stop scanning of the target customer. To
show the uniqueness of the ad lot of white space is also used
where the consumer can find something new.
Interest: Making an Impression
To maintain the interest of the target audience the print ad
starts with questioning which carry the pulling power of the ad.
The ad is personally relevant and constructed on curiosity to
maintain the interest in the print ad.
Appeals: Creative Emphasis
Convenience: People all around in Bangladesh uses post-paid
service often wait for their bills and have to spend some time to
pay it. The ad campaign illustrates the use
of cash card which is much more convenient for them. That’s
why this appeal is used in the print ad.
Concern for Health: To pay the bill of post-paid service
customers have to wait for long time in the payment section
which is not matter of good sign for the health of them. That’s
why the appeal is used in the print ad.
Fear: This appeal is also used in the print ad through visuals to
make them understand what can happen if they don’t use cash
card.
18
Advertising Plan:
Executing Style: Making Relevant
Demonstration: The print ad demonstrates the use of cash
card in the print ad towards the target audience through the
visuals and makes a solution to them.
Humor: Some funny visuals is used in the print ad to
understand them what the cash card do better than others post-
paid services of their competitors.
Slice-of-Life: In the print ad, different time frame of the target
audience is used through visuals and questioning to make them
understand about the merits of using cash card.
15. Match Ad Tactic to PLC15. Match Ad Tactic to PLC
19
Advertising Plan:
Advertising has a carryover effect that lasts beyond the
current period. Although it is treated as current expense, part of it is
really an investment than builds up an intangible asset called brand
equity. So, advertising is important in each stages of product life
cycle. From the earlier discussion, it is clear that telecommunication
industry is in maturity stage. That’s why banglalink.’s advertising
should be according to the need of maturity stage. In this stage the
product has received a general acceptance, previous purchasers
continue their purchasing, and new buyers enter in large numbers.
The success of the new product attracts competitors. The aim of
advertising often shifts from building brand awareness to creating a
new clear brand position eliciting conviction and purchase.
Advertising expenditures are mainly based on to increase brand
acceptance, and some what on those of competitors. The industry is in
maturity stage. So, banglalink.’s advertising strategy should be
something to pursue more customers, and increase loyal customers.
In the following table, the advertising tactics as well as other
promotion tactics are shown:
16. Competitors Advertising16. Competitors Advertising
Competitive advertising analysis is needed for banglalink. to judge its
competitors advertising and to look after the scope of continuity
advertising for itself. The objective of competitive advertising is to
find media where that of its competitors does not suppress share of
voice of banglalink. Before planning or choosing any media,
banglalink should look after the competitive advertising, so that the
share of voice of its competitors does not suppress percentage of its
advertising messages in the medium.
20
Advertising Plan:
Competitors Media Medium
Grameen
Phone
Television Channel I, NTV,
ETV, Channel
9, RTV, Islamic
TV, Diganta TV,
Peace TV,
Ekattor,
Massranga,
Independent,
Banglavision,
Shomoy,
Channel 24,
ATN Bangla,
BTV
Before News,
Sponsor
Commercial
shows
Newspaper Prothom Alo,
Kaler kontho,
Jugantor,
Manobjomin,
Shomokal.
Back Page, 3rd
Page, Sports
Page
Billboards Important Areas
Island Dividers Major Division
Magazines Bichitra,
Chrirajogot
Back Page
Web Site www.grameenphone.com
Television Channel I, NTV, After News,
21
Advertising Plan:
Robi
ETV, Channel
9, Massranga,
Independent,
Shomoy, RTV,
Ekattor,
Banglavision,
Channel 24,
ATN Bangla,
BTV
Sponsor
commercial
shows.
Newspaper, Prothom Alo,
Kalerkontho,
Shomokal,
Middle Pages,
Back Page
Billboards Important Areas
Island Dividers Major Division
Web Site www.robi.com.bd
Airtel
Television Channel I, NTV,
ETV, Channel
9, Banglavision,
RTV,
Massranga,
Independent,
Shomoy,
Ekattor,
Channel 24,
ATN Bangla,
ATN news, BTV
Before News
Newspaper Prothom Alo,
Kalerkontho,
Jugantor,
Front page,
Middle Pages,
Back Page,
22
Advertising Plan:
Shomokal Sports
page
Billboards Important Areas
Web Site www.airtel.com.bd
17. Timing & Duration Strategy17. Timing & Duration Strategy
When to advertise can mean seasons, months, or parts of the day or
week, but it all fits within the aperture concept. The strategy for
meeting time and duration objectives involves a balance between the
available advertising amount and the length of the campaign.
banglalink would follow pulsing strategy for continuous advertising
to build continuity. Pulsing strategy for banglalink is designed to
intensify advertising before an open aperture and then to reduce
advertising to much lower levels until the aperture open again. Also,
banglalink has a pulse pattern of peaks and valleys on the basis of
their package offering and newly added feature.
18. Positioning through Public Relations18. Positioning through Public Relations
23
Advertising Plan:
Public relations encompass a set of activities intended to
enhance the image of the marketer to create goodwill. It includes
publicity, news conferences, company sponsored events, open houses,
plant tours, donations, and other special events. banglalink. will do
some public relations activities to enhances their image. These are as
follows:
banglalink will sponsor the Saline-Project for helping the
flood-affected people of the country. Under this project, the
objective of banglalink is to produce 1, 00,000 saline. Thirty
persons worked to produce 8000 saline everyday. These
salines are being provided to all interested organizations and
individuals.
Banglalink will honor S.S.C. and H.S.C. scholars during the
year which will show its activity to motivate younger students
for further growth.
Banglalink will organize some concert to promote their
brand.
19. Media Plan19. Media Plan
20. Media Type20. Media Type
Media selection involves finding the most effective media to deliver
the desired number of exposure to the target audience. Banglalink
will use the following media that will effectively reach to its target
customer:
24
Advertising Plan:
Media Selection
Print Media Newspaper, Magazine, Direct Mail
Broadcast Media Television, Radio
Electronic Media Web Page
Display Media Billboards, Poster & Stickers,
Transit
Print Media
Banglalink will use print media most of time. In print media, it will
give more emphasis on newspaper because the telecom services carry
more product information and demonstrate
this information shows the importance of newspapers. It will also use
other print media such as magazine and direct mail.
Broadcast Media
After print media, Banglalink will spend more in broadcast media
especially on television. They will advertise very often in radio.
Electronic Media
Banglalink will continuously update their current web page to inform
their new packages and value added features.
Display Media
Banglalink will establish more billboards in the major divisions as
well as in the highways. They will also use more island divider in the
sub urban areas for brand recognition and brand preference.
Banglalink will also use posters and stickers. At present, Banglalink
don’t have any transit media. They will place their advertising in
transit media into local regions.
25
Advertising Plan:
21. Medium Selection21. Medium Selection
Media selection is vital now to the advertisers. So they should
cautiously pick media vehicles for their target customers. Through
research it can be selected. So Banglalink will go for media vehicles
according to their target customers’ distinctiveness.
Newspaper
Prothom Alo Friday 3rd Page (Whole
page)
Friday Sports Page (1/4th page)
Monday Back Page (half Page)
Monday Front Page (1/4th page)
Shomokal Friday Back Page (half page)
Kalerkontho Friday Back Page (half page)
Monday Middle Page (1/4th
page)
Daily Star Sunday Back Page (half page)
Friday Middle Page (1/4th
page)
Magazine
Anonda Bichitra Once in a Month Back Page (whole
page)
Chrirajogot Once in a Month Back Page (whole
page)
26
Advertising Plan:
Television
NTV Every Friday Just Before News (10pm)
Channel I Every Saturday Mid Break in Programs (8-
10pm)
BTV Every Friday 1st Mid Break in News (8pm)
ATN Bangla Every Thursday Mid Break in Cinema (3-6pm)
Radio
Radio Foorty, Radio
Today, Radio Amar
Once in a Month Just Before News
(7pm), Mid break in
every programs
Web Page
www.banglalinkgsm.com Update in Every Week
Billboards
Add 5 Billboards GEC Circle, Agrabad Circle,
Gulshan, Uttara, Mirpur-10
Transit Media
Local Bus In 10 Local Buses Chittagong &
Dhaka
Posters & Stickers
Regional Head Use it around 6 Regional Twice in a
27
Advertising Plan:
Offices Offices month
22. Peak Advertising or Promotional Period22. Peak Advertising or Promotional Period
Banglalink will do advertising on the continuity basis i.e. they should
do continuous advertising. More specifically they will follow pulse
pattern of continuity advertising. So that consumer always be aware
about their product and buy their product. Generally half of the times
their sales remain flatten. Also, when they offer new packages their
sales increases as the industry is in maturity stage. So, Banglalink
will do advertising more in this peak season. They can also do some
sort of sales promotion to increase their sales. The amount of
advertising that will be done in each month is as follows:
28
Advertising Plan:
23. Schedule Advertising around Competition23. Schedule Advertising around Competition
The competitors of Banglalink are Grameen Phone, Robi, and Airtel.
Of the three companies Grameen phone has got the most powerful
coverage. As they have large market coverage they always come up
with a large advertising activity. When GP comes up with their new
packages they always go for big print and the broadcast advertising.
But they emphasize more on print advertising and they are very
successful in it. As said the peak season of the mobile phone
companies is the time when they offer new packages and features. So
it is quite natural that the amount of competition should be very
intense during this time. As a competitor when GP, Robi, Airtel comes
up new packages Banglalink should set a big amount for that time to
compete with the competitors and that they will do by coming up with
new intrusive TV commercials, intrusive print ad and so on. Also there
will some sort of originality in the ad campaign. Banglalink will take
this kind of activity just to distract the customer from the competitor’s
package.
29
Advertising Plan:
The advertising budget established by a company usually
broken out from the over all marketing communication budget. In
other words, a certain percentage of the marketing budget is
allocated for advertising budget. Banglalink generally follows
percentage of sales method. They spent 10% of their yearly sales. The
sale of 2011 is approximately 90,00,00,000 Tk and from that they will
spend 9,00,00,000 Tk.
Promotional Tools Budget Allocation
(Tk.)
Advertising 6,30,00,000
Personal Selling 30,00,000
Sales Promotion 1,80,00,000
Public Relation 60,00,000
30
Advertising Plan:
Advertising Tools Budget Allocation (Tk.)
Newspaper 3,00,00,000
Television 2,00,00,000
Magazine 20,00,000
Billboards 90,00,000
Web Page 1,20,000
Radio 3,80,000
Posters & Stickers 9,00,000
Transit 6,00,000
31
Advertising Plan:
Dec
400
100
0 750
10
30
10
50
50
400
0 500
250
No
v 20
00
25
00
75
0 10
40
10
0 50
40
0 10
00
50
0 25
0
Oc
t 35
00
45
00
75
0 10
50
15
0 50
20
0 50
0 25
0
Se
p 40
0 10
00
75
0 10
20
10
50
50
10
00
50
0 25
0
Au
g 20
00
25
00
75
0 10
40
10
0 50
40
0 50
0 25
0
Jul
y 40
0 20
00
75
0 10
20
10
50
50
40
00
50
0 25
0
Ju ne
20
0 10
00
75
0 10
10
30
50
50
30
00
50
0 25
0
Ma
y 35
00
45
00
75
0 10
50
15
0 50
20
0 50
0 25
0
Ap
ril
35
00
45
00
75
0 10
50
15
0 50
30
0 50
0 25
0
Ma
r 20
0 10
00
75
0 10
10
20
50
50
10
00
50
0 25
0
Fe
b 35
00
45
00
75
0 10
50
15
0 50
20
0 50
0 25
0
Ja n 40
0 10
00
75
0 10
20
20
50
50
40
00
50
0 25
0
32
Advertising Plan:
Med
ia
Sele
cti
on
Tele
visi
on
New
spap
er
Bil
lboard
Web
Pag
e
Rad
io
Post
ers
&
Sti
ckers
Tra
nsi
t
Mag
azi
ne
Sale
s
Pro
moti
on
Pu
bli
c
Rela
tion
P
ers
on
al
Sell
ing
33
Advertising Plan:
24.Conclusion24.Conclusion
The purpose of doing this annual advertising plan is to match the
right audience to the right message and present it in the right
medium to reach the target customers of banglalink. We try our
level best to do it and hope that it will satisfy the need that is
seeking for to prepare an advertising plan. This report may not
be accurate as we don’t able to do proper market research for
media buying and planning for the time constraint and for other
activities. But in some parts it will hopefully accurate such as in
market analysis, company analysis, competition scrutiny, also
the creative work is done to develop layout. We are very sorry if
any undue mistakes made by us in preparing this report or
34The End
Advertising Plan:
during the time period of preparing this report. Our
appeal towards you to forgive us for these oversights as it may
be take place for our less experience to prepare a professional
plan such as this advertising plan.
35
Advertising Plan:
36
Advertising Plan:
37
Advertising Plan:
38
top related