Advertising Plan:

Table of Contents
No. TOPICS Appendix-A Problem and purpose of the add plan Scope Limitation Orascom telecom About Bangla link Mission Vision Marketing mix strategy Demographic segmentation Geographic segmentation Psychographic segmentation Appendix-B Creative objective Ad campaign 1 Ad campaign 2 Match Ad Tactic to PLC Competitors advertising Timing & duration strategy Positioning through public relations Media plan Media type Medium selection Peak advertising or promotional period Schedule advertising around competition Advertising budget Media budget allocation chart (Scheduling) 24 Conclusion PAGE NO. 2 3 4 4 5 5 6 6 6 10 11 11 12 13 14 16 18 18 21 21 22 22 23 25 26 27 29 31

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1. 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

banglalink.
The objectives of this advertising plan are as follows:
To describe the products marketing mix strategies along with their distribution strategies, and also measure the industry life cycle. To identify the products segmentation process and the target markets. To evaluate the strength, weaknesses, opportunities and threat of the products 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.

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2. 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. Limitations

There are some limitations in every report, research or plan. This advertising plan also indicates some limitations. These are as follows: The executives didnt 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.

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4. 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. 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.

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6. Mission
To serve the people with best connectivity through most excellent network at a lower rate.

7. 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 Strategy

Variety Post-paid Standard Inspire Pre-paid Desh Desh2

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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 satisfaction.

banglalink tries their level best to achieve customer

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) Friday (3:00 pm 6:00 pm) Saturday (9:00 am 5:30 pm) Government Holiday (9:00 am 3:00 pm)

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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. Personal Selling

Advertising Plan: 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 connections. to ensure easy availability of Banglalink

Banglalink has 8 distributors and their point of sale point(outlets) is

Location
Dhaka Level 05, Land view Commercial Center

about 560 throughout the country.

Advertising Plan: 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 Segmentation

Demographic Segmentation

Variables

Segmentation Base

Age Gender Family Size Family Life Style Marital Status Income Education

Above 15 Both Male & Female Any Family Size Nuclear family, Joint family, or any other Both Married & Un-married 8,000+ Any Education (Basic Knowledge of use Cellular Phone)

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Advertising Plan: Occupation Students, Small Entrepreneur, Employed, Corporate user

10. Geographic Segmentation

Geographic Segmentation Variables States (Coverage) Region (Coverage) Target Market Segmentation Base Dhaka, Chittagong, Khulna, Rajshahi, Sylhet, Barisal Current 51 districts Future 64 districts Urban, Sub-urban, Rural

11. Psychographic Segmentation

Psychographic Segmentation

Variables Social Class

Segmentation Base Upper Class, Upper-Middle Class, LowerMiddle Class

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Advertising Plan: Lifestyle Integrated, Demanding, Emotional, Belongers, Passionate, Devotee

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12. 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 catches the targets 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.

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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 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

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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 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 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

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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. Thats why the appeal is used in the ad campaign.

Emotional: In todays society, young person are always busy

with their study and cant always meet together. The time span for gossiping is short for them. They always feel to stay in touch 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).

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14. 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 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

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of cash card which is much more convenient for them. Thats 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. Thats 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 dont use cash card.

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.

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15. Match Ad Tactic to PLC 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. Thats 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

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Advertising Plan: 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 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.

Competitors

Media Television

Medium Channel I, NTV, Before News, ETV, Channel 9, RTV, Islamic TV, Diganta TV, Peace TV, Ekattor, Sponsor Commercial shows

Grameen Phone

Massranga, Independent, Banglavision, Shomoy,

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Advertising Plan: Channel 24, ATN Bangla, BTV Newspaper Prothom Alo, Kaler kontho, Jugantor, Manobjomin, Billboards Island Dividers Magazines Web Site Television Shomokal. Important Areas Major Division Bichitra, Back Page, 3rd Page, Sports Page

Back Page

Chrirajogot www.grameenphone.com Channel I, NTV, After News, ETV, Channel 9, Massranga, Sponsor commercial shows.

Robi

Independent, Shomoy, RTV, Ekattor, Banglavision, Channel 24, ATN Bangla, Newspaper, BTV Prothom Alo, Kalerkontho, Billboards Island Dividers Web Site Shomokal, Important Areas Major Division www.robi.com.bd

Middle Pages, Back Page

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Advertising Plan: Television Airtel Channel I, NTV, ETV, Channel 9, Banglavision, RTV, Massranga, Independent, Shomoy, Ekattor, Channel 24, ATN Bangla, Newspaper ATN news, BTV Prothom Alo, Kalerkontho, Jugantor, Billboards Web Site Front page, Middle Pages, Back Page, Before News

Shomokal Sports page Important Areas www.airtel.com.bd

17. 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.

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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 Relations

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.

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19. Media Plan 20. 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: Media Selection Newspaper, Magazine, Direct Mail Television, Radio Web Page Billboards, Poster & Stickers, Transit

Print Media Broadcast Media Electronic Media Display Media

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.

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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 dont have any transit media. They will place their advertising in transit media into local regions. 21. 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 Friday Monday Monday Friday Friday Monday Sunday Friday Magazine Anonda Bichitra Once in a Month Back Page (whole 3rd Page (Whole page) Sports Page (1/4th page) Back Page (half Page) Front Page (1/4th page) Back Page (half page) Back Page (half page) Middle Page (1/4th page) Back Page (half page) Middle Page (1/4th page)

Shomokal Kalerkontho Daily Star

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Advertising Plan: page) Back Page (whole page)

Chrirajogot

Once in a Month

Television NTV Channel I BTV ATN Bangla Every Friday Every Saturday Every Friday Every Thursday Just Before News (10pm) Mid Break in Programs (810pm) 1st Mid Break in News (8pm) 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

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Advertising Plan: Offices Offices month

22. 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:

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23. 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 competitors package.

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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 Advertising Personal Selling Sales Promotion Public Relation

Budget Allocation (Tk.) 6,30,00,000 30,00,000 1,80,00,000 60,00,000

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Advertising Tools Newspaper Television Magazine Billboards Web Page Radio Posters & Stickers

Budget Allocation (Tk.) 3,00,00,000 2,00,00,000 20,00,000 90,00,000 1,20,000 3,80,000 9,00,000

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Advertising Plan: Transit 6,00,000

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Media Selection 400 3500 200 3500 3500 200 400 2000 400 3500 2000

Jan

Feb

Mar April

May June

July

Aug

Sep

Oct

Nov

Dec 400

Television

Newspaper 1000 4500 1000 4500 4500 1000 2000 2500 1000 4500 2500 1000 750 10 20 20 50 50 1000 500 250 250 500 500 250 500 250 200 50 300 200 50 50 50 50 50 50 150 20 150 150 30 10 50 50 3000 4000 500 250 500 250 500 250 50 10 50 50 10 20 40 100 50 400 10 10 10 10 10 10 10 10 20 10 50 50 1000 500 250 500 250 750 750 750 750 750 750 750 750 750 10 50 150 50 200 750 10 40 100 50 400 750 10 30 10 50 50 1000 4000 500 250 500 250

Billboard

Web Page

Radio

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500 250

Posters & Stickers

Transit

Magazine

Sales Promotion 4000

Public Relation

Personal Selling

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24.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 dont 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 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.

The End

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