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Mobile Handset
Presented ByINDEX Research & Development Wing
Market Opportunity
• Size: 29 lac Handsets p/m
• Growth Rate: 30%
• Total Mobile Subscriber: 123.690 million
• Mobile Penetration: 73.7% in 2013 and rise to 88.8% by 2019
27% of the total potential market is yet untapped!
Market Opportunity
Market share
Huge potentialit
y for a new brand
Source: Nielsen Retail Survey April 2014
TG PROFILING
A SAMPLED SURVEY TO GET INTO THE HEART OF TG
Market Segmentation
Sample Description
Sample Size: 100 Male 70, female 30 SEC A: 5, SEC B/C: 35, SEC D/E: 60
Survey Area: Dhaka Savar Tongi Gajipur Narayangonj
Nokia is in TOM, market leader struggling with mindshare
TOM Brands Market share
Segmenting TG by pricing
71% dominates price range 2000-
5000
Segmenting TG by pricing
Segmenting TG by pricing
TG PROFILING: HEAVILY SEGMENTED MARKET
TG PROFILING: HEAVILY SEGMENTED MARKET
TG 1: The struggler
I’ve to care of my family. I
miss them a lot when I’m far
away. Age: 20-34
Monthly Household Income: 5k-12k
Education:>HSC
Shopkeepers, Labors, CNG drivers, small shopowners
SEC DE
I like to get attached with my Friends,
relatives and neighbors
I like to watch bangla films,
natoks, cricket, listen music. Wish I could be
more educated!
I accept facing everyday
challenge of life to survive
I would like to spend my
evenings with friends in tea-
stalls or bazaar
I wish to move to Dhaka(Capital)/middle east for more
earnings and better life
SelimCNG driver
Few Perceptions in Life
TG 1: Association with MobileMobile is my daily partner.
My fnf are just a call away.
I would like to have a dual sim mobile
phone with camera, loud speaker, long
battery life, torch, and after sales
service.
I would like to have dual sims because of different tariff plans from the
operators.
I would like to have bangla
interface in my mobile.
Chinese sets give lot of
options what I like, but cant
rely on it.
After Sales Service is very important to
me.
They are our Prosumers who can make the market and set the trend for non-users!
Having Breakfast
Preparing for Work
Field workers/
outdoor
Back to Home/Having Lunch outside
Work/Rest
At Home
Home
Visit Bazaar/Hut at morningPrime Time TV
with family members at
home
Evening TV-drama, films ,
news
Mobile calls
Newspaper at bazaar/tea stall
Working outdoor
serials, news, talkshows
Sleep/RestFun with friends
Tea/cigarattes in tea stalls
TV/FMMovies – on weekends
Cinema/serials in TV
Mobile calls to family/friends
Interaction with people
Interactions with family members
Tea-stall, bazaar
Tea-stall, bazaar,
watching tv, Adda
‘Day in his life’
TG 2: The youth of today!
TanvirBBA, Primeasia University
Friends are my power, source of inspiration.
With them I feel like celebrating
life.
I want to build my career in
telecom, banks or fmcg
I would like to start my career
as early as possible to get control of my
life.
I love to engage in social
networking through
facebook.
Life is fast, fun and
adventurous.I want to live
life to the fullest!
I’m frustrated the way our leaders are leading the country! Wish I
could do something.
Very much exposed to music and
games
Technology gives me sheer
freedom. There is no running
behind.
TG 2: Association with MobileI should have a
touchscreen mobile as it’s
the trend today
Should be loaded with applications
Quality music speakers, high
megapixel camera are the
mandatories Should have user friendly interface
and can get access easily with
facebook, youtube, and
games
Should have user friendly interface
and can get access easily with
facebook, youtube, and
games
Dual sim gives me freedom
Desire for video chatting,
conference calls with friends
Our most demanding customers always strive for something new and exciting
Having Breakfast
Classes/
outdoor
Classes/
outdoorRest/hangouts/class
At Home
Home
Reading Newspapers
Prime Time TV at home
Evening TV-drama, films , news
Mobile calls
Group study in Library
Movies, News, dramas
Hangouts in restaurants, tea-stalls nearby
Fun with friends
Chatting Friends in Common Room
FM/Music
Mobile calls to friends
Topics included music, sports, girls..
FM/Music
Tea-stall
watching tv,, listening music
Preparing for university
Facebook, mails
Facebook, mails, gamesMobile calls
Facebook, mails, games
‘Day in his life’
TG 3: The executives
Family oriented, religious, socially involved
Focused on achieving
success and excellence
Dreams to be an entrepreneur
some day.
systematic & Disciplined.
Carries certain norms and
values.
Good listener but loves to
share opinions, participative
Tech savy, well connected
JubayerManager, MGH
Loves to go abroad in
vacations with wife and kids
TG 3: Association with Mobile
Wring mails should be
easier
Easy access to mails
Should stand out by its look
and applications.
Should be user friendly
Easy access to Facebook,
youtube, music, camera etc.
Dual sim is good to have to
keep professional and personal
life separated.
Faster, convenient and lucrative communication gadget for the premium customers
TG 4: The Rising Women
Celebrates their womanhood
Stylish, fashionable,
trendy
Why should boys have all
the fun?
Very much exposed to bollywood
movies and indian serials
Beauty conscious,
Desire to get attracted by
men
Desires freedom of life- early career…
JasminIntern, GP
TG 4: Association with Mobile
Music, FM, Camera, social
networking apps are
mandatories
Should be stylish and
trendy
Should have bigger screen,
colorful.
Should type faster for chatting
Can put my fav pics as wall
papers
Should be user friendly, can have easy access to
search engines
A device through which they can celebrate their womanhood.
Core identification of our prosumers
CB
PStriving for better
everyday
A Category withPerfect Competition
Price segmenting of close competitors products
Major Competition in lower price
segments1500-6500 BDT
Symphony Micromax Maximus SpirintHigh 8500 15499 5599 6000Mid 4150 4990 3599 3490Low 1790 1475 1999 1750
Competition in Communication:
Category TV spend
• Huge jump in spend on YTD basis
The story behind Mindshare leader Nokia: The highest SOV gainer
Brand JAN '09 FEB '09 MAR '09 APR '09 MAY '09 JUN '09 JUL '09 AUG '09 SEP '09 OCT '09 NOV '09 DEC '09 FY2009 ACDNokia 133 237 448 317 493 406 0 722 248 154 293 3451 22Samsung 53 319 164 131 22 0 4 21 713 23Others 2 3 0 0 5 13 10 4 0 0 29 0 66 20Market 187 239 448 317 816 583 141 26 722 248 186 314 4229 22
GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 108 280 21 4 413 21Nokia 127 0 21 246 0 115 50 33 136 101 829 29Samsung 42 261 57 255 438 1052 20Sprint 208 475 170 257 278 1389 37Others 0 0 0 0 0 6 11 0 32 0 33 49 130Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 4 98 1 104 12Lesun 42 37 45 123 11Maximus 9 57 10 76 41Nokia 20 84 470 119 157 302 213 158 1523 30Samsung 257 184 14 36 492 21Symphony 202 200 402 42Walton 39 167 106 214 525 30Others 2 32 25 16 52 16 7 71 68 288 23Industry 279 301 509 171 213 194 522 694 648 3532 29
Nokia to capture the audience of all channels
FY 2010Brands ATNB ATNN BV BHK BTV CH 1 CH I DSH DGN ETV NTV RTV TV MediaNokia 716 529 45 243 439 259 38 664 417 3350Samsung 599 721 40 461 661 2482Sprint 908 1951 44 112 176 576 2255 6022Others 406 0 179 108 0 95 223 83 76 97 300 97 1664Market 1721 908 3380 152 85 338 1235 518 76 135 2201 2769 13518
FY 2011Brand ATNB ATNN BV BHK BTV CH I DSH DGN ETV NTV RTV TV MediaGeepas 430 430Nokia 623 828 329 1 296 259 821 197 119 3473Samsung 217 268 39 382 811 43 1760Sprint 31 31Others 12 330 307 63 0 18 0 2 255 30 127 1144Market 852 330 1403 392 40 1126 259 2 1076 1069 289 6838
Communications of Rivals:Cluttered.
• press heavy category
• Samsung has been hammering the top segments with bigger screen range of sets
• Value for money proposition for lower end sets
• Brand propositions are diluting in the process of communication
Communications of Rivals:An Identity Crisis
MMM…
Communications of Rivals:The New Fanda
Maximus brought something new to
allure:
Three Sim in One.
• Brand momentum is an indication of the brand’s perceived performance into the future
• To gauge brand momentum, each respondent is asked one question: Do you think that over a period of the last one year, has the brand gained ground, lost ground or stayed the same.
• Basis this we can arrive at the Net Gain – Loss figure
What Consumer thinks about brands?
Lower momentum of market leader:Opportunity to get the breakthrough
Brands Gain LostStayed Same
Don’t Know
Net Momentum
Momentum Factor
Nokia 430 8 53 11 422 38.36
Samsung 303 57 95 48 246 5.12
Symphony 198 78 103 123 120 0.9
Micromax 143 134 75 150 9 0.06
Sprint 189 102 63 148 87 0.58
Maximus 132 159 42 169 -27 -0.15
Smart 120 215 56 111 -95 -0.85
Brand: The challenge to build
Brand- A set of associations
Brand- A set of associations
Global Expert of Tele-
communication
What should be the INDEX associations?
Our Strategic Approach
The Key Task For the brand
The Business Challenge: Tapped the Untapped, eat the shares from existing players
The Marketing Challenge: Gain mindshare and momentum for the brand
Provide a singular currency by which people remember Brand “INDEX”
Our cBi Process
Prosumer
Brand Category
Brand Relevance Brand Opportunity
Brand Advantage
cBi
Strategy: Route 1
Striving for better everyday
Driven by features and price, me too. Lacks connect.
Global expert of telecommunicati
on
Prosumer
CategoryBrand
Opportunity : Signify expression of individuality
Relevance : Enabling freedom of expression through technology of tomorrow
Advantage : Leveraging strength of innovation and Efficiency
Be with the Expert
The INDEX association
Assurance of growth( through technological advancement)
The INDEX association
Sense of security ( u r in the safe hand)
The INDEX association
Confidence to achieve
The INDEX association
Top of the World
The INDEX association
Top of the World
Campaign phases
We have planned a three phased year long campaign for INDEX Mobile
Phase 2 (Launch): Focus on Brand
Phase 3: Focus on Product and Features
Phase 4: Focus on Core TG
Phase 1 (Teaser): Focus on Brand Name
Phase 1 (Teaser): Focus on Brand Name
Teaser 1
Teaser 2
Teaser 3
Teaser 4
Phase 2 (Launch): Focus on Brand
PRESSPhase 2 (Launch): Focus on Brand
“Go Forward”
Launch AD-1
INDEX
Launch AD-2
INDEX
Launch AD-3
INDEX
HOARDINGPhase 2 (Launch): Focus on Brand
Hoarding
TVCPhase 2 (Launch): Focus on Brand
“Go Forward”
TVC Concept
Launch FILM Film opens on the widescreen view of the GREAT WALL OF CHINA. Theme
music plays in the background that is composed of western and eastern classical instruments. We see a huge shadow of the INDEX logo travelling along the wall. The shadow travels across Berlin, the Statue of liberty, St. Petersburg, and arrives over the Taj Mahal. We see people looking up with their hands touching their foreheads. Finally the shadow travels to DHAKA, cascading over the buildings. We see people getting out of their cars, emerging on the balconies and congregating in hordes on the street. The camera closes on the faces of people and zooms out. We see everyone looking up. The camera tilts upward in the direction which people are looking at and we see the larger than life image of INDEX formed out of cloud. The INDEX insignia finds its place of pride in the sky. The film dissolves and we see the insignia morph into the INDEX logo. We see INDEX handsets appear on the screen. A super and a voiceover follows.
VO: The technology that covers the world is now in Bangladesh. INDEX. Super: INDEX. Go forward. With the Global Expert.
BTL: MOBI EXPERIENCEPhase 2 (Launch): Focus on Brand
“Go Forward”
Mobi Experience
Taking the product to the TG through a mobile experience zone.
Mobile experience zone to be designed and stationed at the identified touch points.
Live product demos to be given to the prospects along with the retail information nearest to the venue/ touch point.
Touch Points
Market PlacesUniversitiesMajor Office
Areas cum shopping complexes
PRESSPhase 3: Focus on Products and Features
Press Ad 1
INDEX
Press Ad 2
INDEX
Press Ad 3
TVCPhase 2: Focus on Products and Features
TVC
Film 1: StyleFilm opens on a pretty girl in her early twenties. We see her waiting in a posh locality. It seems as if she is waiting for someone. Now the camera closes in and we see her putting on her makeup. She puts her eyeliner and sees herself in the reflection of what seems to be the mirror. Suddenly the phone rings and we see her using the mirror as the flip phone. The film dissolves and is followed by the INDEX logo. The product appears on the frame. A Voiceover follows.VO: Style that reflects you. INDEX MobileSuper: Go with the Global Expert.
TVC
Film 2:Film opens on a girl in her early twenties. We see her reclining in a beach chair. The camera pulls out and we see a saxophone player entertaining her. She turns her face in another direction as if looking for something new. Now we see a clown juggling balls and trying to impress her. She smiles a little and turns her face again. This time we see a folk singer (baul) entertain her. She turns her head and we see a man clicking the clap stick. We see two men in superhero costumes approaching her. Suddenly her phone starts ringing and the people start disappearing. She finishes her conversation and we see the entertainers appear once again and the start coming closer. The girl smiles and the film dissolves. INDEX logo appears followed by the product. INDEX Diva. A voice over begins followed by the super.VO: Stay entertained with the best multimedia features. INDEX MobileSuper: Go with the Global Expert.
TVC
Film 3: NetworkFilm opens on a young man in his early twenties. We see him walking on the street. Suddenly, we see him bumping into a friend. They both hug each other and the man carries on walking. He comes to a crossing and meets elderly people who bless him. The man smiles. He keeps striding on. Now he comes across a little girl who gifts him a souvenir box. The man smiles again and keeps striding on. Now we see a pretty girl approaching him. She hands over an envelope to him. He smiles, exchanging glances with her and keeps walking again. Suddenly the phone rings and he receives the call. The people start disappearing from the streets. The man finishes the conversation and we see the people appear again. He greets the people as if they are his friends and relatives. The film dissolves and the INDEX logo appears followed by the product. INDEX Duke.
VO:Always stay connected with friends and family. INDEX Mobile.Super: Go with the Global Expert.
SIGNATURE TUNEPhase 3: Focus on Products and Features
Signature Tune
BTL: INDEX ZONEPhase 3: Focus on Products and Features
INDEX Zone
To create contest kiosks at the universities and student -centric touch points.
Kiosk will have four zones Picture
Click picture with your friends and email.
Music Create your playlist and copy to
your mobile Chat
Text a message, fastest type to get “INDEX Type master” award
Internet Explore the net on INDEX
phones.
4 SUB-BRANDS:DURBAR: TARGETING EVER ASPIRING LOWER SECHURRAY: TARGETING HAPPENING YOUTH PINK: TARGETING STYLISH WOMENPLATINUM: TARGETING YOUNG EXECUTIVES
Phase 4: Focus on Core TG“Live Spirited”
PRESS
Phase 4: Focus on Core TG“Durbar”
Press Ad 2
Press Ad 3
Press Ad 3
PRESS
Phase 4: Focus on Core TG“Hurray”
Press Ad
Press Ad
Press Ad
Press Ad
Press Ad
Press Ad
Press Ad
Press Ad
PRESSPhase 4: Focus on Core TG
“Pink”
Press Ad
Press Ad
PRESSPhase 4: Focus on Core TG
“Platinum”
Press Ad
Press Ad
Phase 3: Focus on Core TG“Carry your world on the go”
INDEX “Treasure Hunt”
Participants will be asked to create a team of 4 and register
Design a reality game to involve Different TG.
Selected teams to be given a INDEX phone for the hunt.
Clues to be texted to the teams.
Selected teams to race around the city and find the answers to the clues using applications on INDEX mobile phones.
Winners to get INDEX mobile phones and a trip to a chosen holiday destination.
Service Campaign
PRESS
Service Campaign
Press Ad
INDEX
Press Ad
INDEX
TVCService Campaign
TVC
Film opens on a fly, whizzing around in a room. It comes and sits on the nose of a security guard who is seen snoring on his chair. Camera travels through the front door and we see three women knitting wool at the reception. The camera pans to the table on the right where five executives are seen playing cards “Match the Colour” (Rang Milankti).
Suddenly the front door creaks open and an old man enters the office. Everyone snaps out of their reverie and rushes in to help him saying…[ VOICE OVER IN CHORUS] – “Sir, Ki Kortey Paari”.
The old man answers… [OLD MAN VOICE OVER] – “Assa, duisho ekkanno nombor bussta kothay saarey”? The frame freezes and the camera pulls out. Now we see the INDEX Service Center board in front of the office Followed by the VO and Super:
Super: INDEX choley bahu din.Tai no sewrvicing.
Logo appears on the screen. INDEX. Go forward.
PRESSName Pronunciation Contest
Press Ad
INDXE INXDE INDEX IDNEX
TVC
Name Pronunciation Contest
Tactical Campaigns
Besides all these there will be different campaign to meet demand of various social and competitive scenario. Like Competition price cut,
product launch etc New Year, Valentine day,
Friendship day etc Eid and other festivals
Media Environment
TARGET GROUPUnderstanding The Market
Target Groups: Selection
• Females:– F 15+ ABCDE CNS
• Aspiring:– MF 15+ ABC CNS
• Executives:– M 25+ ABC CNS
• Youth:– MF 15-24 ABCDE CNS
Channel Performance: ATVRMF 15+ BCDE CNS
● BTV gained highest ATVR for ICC CWC 2011● Channel I & ATN Bangla are more preferred for performance though BV is the top
performer at the end
Channel Performance: ShareMF 15+ BCDE CNS
● At the time of ICC CWC 2011, BTV had highest share● NTV & ATN Bangla are having somewhat consistence performance● Desh TV is doing better over time
Channel Performance: Reach%MF 15+ BCDE CNS
● Channel I has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady
Channel Performance: DP & GenreMF 15+ BCDE CNS
● BTV, ATN Bangla, Channel I & ETV are the overall performing channels
● BTV & Channel I are the best options for any part of the day
● Audience are mainly interested in Sports, Feature Film & Reality Show genre
MF 15+ BCDE CNSA M P X Overall
13:00 - 16:59 09:00 - 12:59 17:00 - 23:59 00:00 - 08:59 00:00 - 23:59ATN Bangla 0.35 0.20 0.34 0.15 0.28ATN NEWS 0.11 0.08 0.15 0.04 0.10Bangla Vision 0.29 0.17 0.17 0.07 0.17Boishakhi TV 0.15 0.26 0.21 0.05 0.18BTV 1.03 0.96 0.64 0.10 0.77Channel I 0.29 0.21 0.28 0.09 0.23Desh Tv 0.13 0.09 0.17 0.04 0.11Diganta TV 0.13 0.10 0.15 0.05 0.11ETV 0.29 0.19 0.29 0.09 0.23Independent TV 0.05 0.05 0.16 0.03 0.09Maasranga 0.08 0.12 0.24 0.02 0.14My TV 0.09 0.05 0.15 0.09 0.10nTV 0.20 0.29 0.19 0.06 0.18Rtv 0.21 0.11 0.15 0.07 0.14Somoy TV 0.12 0.08 0.14 0.02 0.10TV Media 0.23 0.17 0.23 0.06 0.18
Channel MF 15+ BCDE CNSGenre ATVRSports 1.06Feature Film 0.37Reality Show 0.34Telefilm 0.29Technology 0.26Cookery 0.20Drama 0.20Quiz 0.18News 0.16Music 0.16Filler 0.15Talk Show 0.13Fashion & Style 0.11
Channel Performance: ATVRMF 15-24 ABCDE CNS
● BTV gained highest ATVR for ICC CWC 2011● Overall NTV & Channel I are the two best options to be utilized
Channel Performance: ShareMF 15-24 ABCDE CNS
● At the time of ICC CWC 2011, BTV had highest share● NTV & Channel I are having somewhat consistence performance
Channel Performance: Reach%MF 15-24 ABCDE CNS
● ATN Bangla has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady
Channel Performance: DP & GenreMF 15-24 ABCDE CNS
● BTV, ATN Bangla, Channel I & ETV are the overall performing channels
● BTV & ATN Bangla are the best options for any part of the day
● Bangla Vision seems to be a good option before peak time
● Audience are mainly interested in Sports, Feature Film & Reality Show genre
MF 15-24 ABCDEGenre ATVRSports 1.05Reality Show 0.37Feature Film 0.31Telefilm 0.28Quiz 0.19Cookery 0.19Drama 0.18Music 0.15News 0.15Fashion & Style 0.13Talk Show 0.13Technology 0.12Filler 0.10
MF 15-24 ABCDEA M P X Overall
13:00 - 16:59 09:00 - 12:59 17:00 - 23:59 00:00 - 08:59 00:00 - 23:59ATN Bangla 0.36 0.22 0.33 0.12 0.28ATN NEWS 0.12 0.09 0.12 0.04 0.09Bangla Vision 0.28 0.18 0.18 0.06 0.17Boishakhi TV 0.13 0.18 0.16 0.03 0.13BTV 1.02 1.04 0.53 0.13 0.71Channel I 0.32 0.19 0.31 0.08 0.24Desh Tv 0.14 0.09 0.16 0.02 0.10Diganta TV 0.13 0.10 0.14 0.03 0.11ETV 0.27 0.17 0.26 0.09 0.21Independent TV 0.06 0.04 0.20 0.03 0.11Maasranga 0.08 0.10 0.17 0.01 0.10My TV 0.10 0.05 0.11 0.09 0.09nTV 0.20 0.18 0.16 0.04 0.14Rtv 0.19 0.13 0.15 0.06 0.14Somoy TV 0.11 0.11 0.13 0.02 0.10TV Media 0.22 0.16 0.21 0.05 0.17
Channel
Channel Performance: ATVRF 15+ ABCDE CNS
Channel Performance: Share F 15+ ABCDE CNS
Channel Performance: Reach% F 15+ ABCDE CNS
● ATN Bangla has the highest reach%● Maasranga shows a sharp growth
Channel Performance: DP & Genre
F 15+ BCDE CNSGenre ATVRSports 0.80Technology 0.44Reality Show 0.38Feature Film 0.36Telefilm 0.30Quiz 0.24Cookery 0.23Filler 0.21Drama 0.21Music 0.18News 0.16Talk Show 0.14Fashion & Style 0.12
● BTV, ATN Bangla, Channel I & ETV are the overall performing channels
● BTV & Channel I are the best options for any part of the day
● Audience are mainly interested in Sports, Technology & Reality Show genre
F 15+ BCDE CNSA M P X Overall
13:00 - 16:59 09:00 - 12:59 17:00 - 23:59 00:00 - 08:59 00:00 - 23:59ATN Bangla 0.33 0.20 0.36 0.13 0.28ATN NEWS 0.13 0.08 0.17 0.05 0.11Bangla Vision 0.32 0.19 0.20 0.07 0.19Boishakhi TV 0.16 0.25 0.22 0.05 0.18BTV 0.80 0.82 0.50 0.10 0.61Channel I 0.31 0.21 0.31 0.09 0.24Desh Tv 0.13 0.09 0.20 0.03 0.12Diganta TV 0.12 0.10 0.15 0.04 0.11ETV 0.30 0.19 0.32 0.09 0.24Independent TV 0.04 0.05 0.16 0.03 0.09Maasranga 0.08 0.14 0.30 0.02 0.16My TV 0.09 0.05 0.14 0.07 0.10nTV 0.22 0.26 0.19 0.05 0.17Rtv 0.23 0.12 0.17 0.08 0.16Somoy TV 0.10 0.07 0.12 0.02 0.09TV Media 0.23 0.16 0.23 0.06 0.18
Channel
F 15+ ABCDE CNS
Channel Performance: ATVRM 25+ ABC CNS
Channel Performance: ShareM 25+ ABC CNS
Channel Performance: Reach%M 25+ ABC CNS
● ATN Bangla has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady
Channel Performance: DP & GenreM 25+ ABC CNS
● BTV, ATN Bangla & ETV are the overall performing channels
● BTV & ETV are the best options for any part of the day
● Audience are mainly interested in Sports, Technology & Telefilm genre
M 25+ ABC CNSGenre ATVRSports 0.65Technology 0.44Telefilm 0.36Reality Show 0.34Feature Film 0.27Quiz 0.21Drama 0.20News 0.17Music 0.17Talk Show 0.14Filler 0.14Fashion & Style 0.10
M 25+ ABC CNSA M P X Overall
13:00 - 16:59 09:00 - 12:59 17:00 - 23:59 00:00 - 08:59 00:00 - 23:59ATN Bangla 0.20 0.10 0.29 0.13 0.21ATN NEWS 0.09 0.06 0.13 0.04 0.09Bangla Vision 0.26 0.15 0.22 0.12 0.19Boishakhi TV 0.16 0.19 0.21 0.05 0.16BTV 0.65 0.28 0.45 0.02 0.48Channel I 0.24 0.18 0.25 0.09 0.20Desh Tv 0.14 0.10 0.20 0.03 0.12Diganta TV 0.14 0.08 0.20 0.05 0.13ETV 0.37 0.19 0.40 0.09 0.28Independent TV 0.12 0.03 0.11 0.03 0.09Maasranga 0.09 0.10 0.29 0.03 0.15My TV 0.09 0.06 0.16 0.09 0.11nTV 0.19 0.19 0.22 0.08 0.17Rtv 0.22 0.11 0.18 0.10 0.16Somoy TV 0.06 0.06 0.11 0.02 0.07TV Media 0.20 0.13 0.23 0.07 0.17
Channel
Channel MixMF 15+ BCDE CNS:•ATN Bangla•Channel I•ETV•Bangla Vision•Boishakhi TV•Desh TV
MF 15-24 ABCDE CNS:●NTV●Channel I●ETV●Bangla Vision●Desh TV●Maasranga TV
F 15+ ABCDE CNS:●ATN Bangla●Channel I●NTV●Bangla Vision●ETV●RTV
M 25+ ABC CNS:●ATN Bangla●NTV●ETV●Desh TV●ETV●Maasranga TV
CATEGORY & COMPETITIONUnderstanding The Market
GRP & Spend MF 15+ BCDE CNS
GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 108 280 21 4 413 21Nokia 127 0 21 246 0 115 50 33 136 101 829 29Samsung 42 261 57 255 438 1052 20Sprint 208 475 170 257 278 1389 37Others 0 0 0 0 0 6 11 0 32 0 33 49 130Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 4 98 1 104 12Lesun 42 37 45 123 11Maximus 9 57 10 76 41Nokia 20 84 470 119 157 302 213 158 1523 30Samsung 257 184 14 36 492 21Symphony 202 200 402 42Walton 39 167 106 214 525 30Others 2 32 25 16 52 16 7 71 68 288 23Industry 279 301 509 171 213 194 522 694 648 3532 29
Spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 43 54 4 0 101Nokia 59 2 19 84 0 74 63 37 123 20 480Samsung 25 117 20 43 132 337Sprint 148 232 112 96 104 691Others 0 0 0 0 0 1 2 0 7 0 18 12 41Industry 59 2 19 128 54 79 3 236 393 254 157 269 1651Spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 4 20 0 25Lesun 7 23 21 52Maximus 47 122 17 186Nokia 9 34 242 37 80 349 273 74 1098Samsung 143 59 8 29 239Symphony 260 64 324Walton 33 191 188 186 598Others 4 12 22 44 28 21 16 91 18 256Industry 156 105 273 109 112 82 627 955 359 2777
SOV & SOE MF 15+ BCDE CNS
SOV Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 31% 100% 15% 27% 11% 21Nokia 100% 100% 69% 81% 17% 4% 37% 12% 22% 29Samsung 14% 33% 16% 47% 51% 28% 20Sprint 70% 59% 47% 47% 32% 36% 37Others 4% 73% 4% 6% 6% 3%Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30SOV Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 2% 51% 0.2% 3% 12Lesun 21% 7% 6% 3% 11Maximus 2% 8% 2% 2% 41Nokia 7% 28% 92% 70% 74% 58% 31% 24% 43% 30Samsung 92% 61% 3% 21% 14% 21Symphony 29% 31% 11% 42Walton 20% 32% 15% 33% 15% 30Others 0.9% 11% 5% 9% 24% 8% 1.3% 10% 10% 8% 23Industry 279 301 509 171 213 194 522 694 648 3532 29
SOE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 34% 100% 5% 17% 6%Nokia 100% 100% 100% 66% 0.3% 94% 27% 9% 48% 8% 29%Samsung 11% 30% 8% 27% 49% 20%Sprint 63% 59% 44% 61% 39% 42%Others 1.4% 83% 0.2% 2% 12% 5% 3%Industry 59 2 19 128 54 79 3 236 393 254 157 269 1651SOE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 4% 25% 0.1% 1%Lesun 9% 4% 2% 2%Maximus 8% 13% 5% 7%Nokia 6% 32% 89% 34% 71% 56% 29% 21% 40%Samsung 92% 56% 3% 26% 9%Symphony 27% 18% 12%Walton 41% 30% 20% 52% 22%Others 3% 12% 8% 40% 25% 25% 3% 9% 5% 9%Industry 156 105 273 109 112 82 627 955 359 2777
ROI MF 15+ BCDE CNS
ROI Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 0.9 1.0 3.3 1.5 1.8Nokia 1.0 0.0 1.0 1.1 0.0 0.9 0.6 0.4 0.8 1.5 0.7Samsung 1.3 1.1 2.0 1.7 1.0 1.4Sprint 1.1 1.0 1.1 0.8 0.8 0.9Others 2.8 0.9 0.0 2.3 0.5 1.2 1.4ROI Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 0.6 2.1 2.9 3.3Lesun 2.4 1.9 2.9 1.9Maximus 0.2 0.6 0.3 0.3Nokia 1.3 0.9 1.0 2.1 1.0 1.0 1.1 1.2 1.1Samsung 1.0 1.1 0.9 0.8 1.6Symphony 1.1 1.7 1.0Walton 0.5 1.0 0.8 0.6 0.7Others 0.3 0.9 0.6 0.2 1.0 0.3 0.5 1.1 2.1 0.9
Activity Trend MF 15+ BCDE CNS
Channel Mix: Major Player of Industry
MF 15+ BCDE CNS
FY 2010 YTD 2011 FY 2010 YTD 2011ATN Bangla 37% 25% 48% 27%Bangla Vision 15% 20% 22% 18%Boishakhi 3%BTV 4% 0.5% 2% 5%Channel 1 6%Channel I 17% 13% 13% 20%Desh Tv 6% 10%ETV 1% 16%Independent 2%nTV 13% 11% 15% 28%Rtv 3% 1% 1%Total 829 1523 1052 492
ChannelNokia Samsung ● Both the major players are investing major part of
their budget in top tier channels — ATN Bangla— Channel I— NTV
● Bangla Vision also got attention due to off peak efficiencies
● ETV is an efficient channel yet to be exploited by the players
STRATEGY & RECOMMENDATION
BEHAVIORATTITUDEKNOWLEDGE
Task Profile
Promotional Budget Calculation1st Quarter
Section AmountMonthly Sales 150,000 Projected MS 5%1st quarter Sales 600,000 Avg. Handset Price 2,000 1st quarter Revenue 1,200,000,000 Promotion Budget (10%) 120,000,000
Budget taken BDT 1.2 Cr
Ideal Media Mix Recommendation 1st Quarter Media % Budget in lac
TV + Radio 25% 30Event 10% 12Print 30% 36POS 10% 12Outdoor 15% 18Activation 10% 12
Promotional Budget Calculation 2nd Quarter
Section AmountMonthly Sales 180,000 Projected MS 6%2nd Quarter Sales 720,000 Avg. Handset Price 2,000 2nd Quarter Revenue 1,440,000,000 Promotion Budget (10%) 144,000,000
Promotional Budget Calculation 3rd Quarter
Section AmountMonthly Sales 210,000 Projected MS 7%3rd Quarter Sales 840,000 Avg. Handset Price 2,000 3rd Quarter Revenue 1,680,000,000 Promotion Budget (10%) 168,000,000
Promotional Budget Calculation 4th Quarter
Section AmountMonthly Sales 240,000 Projected MS 8%4th Quarter Sales 960,000 Avg. Handset Price 2,000 4th Quarter Revenue 1,920,000,000 Promotion Budget (10%) 192,000,000
Media Presence
• Higher presence is recommended in the initial months of launching
• Consumer or trade promotions can be communicated at times
• Television Usage:● Healthy mix of reach & frequency
building channels
• Radio Utilization:– Tactical use
• Print Media:– Tactical use
● Reach Builder:— BTV— ATN Bangla— Channel I— NTV
● Frequency Builder:— ETV— Bangla Vision— Desh TV— Boishakhi TV— RTV
INNOVATIONStrategy & Recommendation
Mega Events
• Provide a sustainable and long term platform for the huge number of aspiring underground bands
• Bring out the most promising ones who can represent the industry and country
• Create a new bench mark of Bangladeshi music industry
Objective
Audience Profile
Venue
Mobile
Activity Phases
Phase 1: Initial Screening
Phase 2: Program Promotion and Grooming
Phase 3: The Battle Rounds
Phase 4: Mentor Round
Phase 5: The Finale
Mentor Bands
Judges Ayub Bacchu/ James
Shafin Ahmed
Arnob/Habib
Media Association The total program will be broadcasted in a renowned TV channel Section Episodes Show Length
Initial Screening : 1-4 (1 hr show) Battle Round (Top 8) : 5-12 (1 hr show) Battle Round (Top 4) : 13-17 (1 hr show) Mentor Round (Top 2) : 17-18 (1 hr show) Pre Finale (Recap Round) : 19 (1 hr show) Finale : 20 (3 hrs show)
Total : 20 Episodes
Proposed Media Partners
ConceptA three days extravaganza with the flavor of Rock music from various countries of South Asia.
Exclusive performance by Rock Bands, Individual Rock Musicians, Celebrity Bands, Rock Competition and much more.
There will be souvenir-merchandise stalls related to Rock culture and food stalls
This cultural connection of South Asian countries through Rock Music will have a rocking environment within it.
Rock fans and musicians will be engaged in a larger than life ROCK FESTIVAL
Participating Nations
Afghanistan
NepalIndia
Pakistan
Sri Lanka
Maldives
Bhutan
Myanmar
Bangladesh
Band SuggestionsBangladesh
LRBJamesMilesFeedbackAurthohinDalchut
Band SuggestionsBangladesh
ArtcellBlack NemesisRadioactivePowersurgeBohemianShunno
Band SuggestionsIndiaIndian OceanTripwireSoulmateTAAQ
PakistanCallEPFuzonJunoonStringsNooriMekaal Hasan
Band Suggestions
Sri LankaStigmata, Chitral Somapala, Whirlwind, Paranoid Earthling.
MyanmarArchitect of MiseryIllusions on DemandSide Effect
Band SuggestionsNepalThe ShadowsCobwebAkarshanSayas MaldivesTraphic JamThe Damnedones Afghanistan
Kabul Dreams BhutanReallusion
VenueDhaka Army Stadium is the ideal choice for the event
Event AttractsK
ROC
ING Inter band competitionfrom various South Asian countries
# ROCK ZONE
Various individual and band performances by Star performers
#
THE RARE ROCK
Performances by stars fromdifferent sectors other than music Like cinema, sports, writer etc
# ROCK ADDA
Celebrity chatting related to Rock music and culture
#
ROCK LAUNCHER
Launching of new rock album byNew comers –band or individual (if possible)
#
Stalls Rock Music Instrument stall Stall of various Rock Music instruments
Rock Movement Exhibition stall about International Rock Music Rocking Fashion Stall of various fashionable items for Gen Y Rocking Tattoo Stalls for stylish tattoos design Music stall Stalls for Rock Music audios and videos Smoking Rock Stalls for hot coffee and snacks
Web Integration A website will be created for this particular event All registration formalities for the event will be done through website It will be up to date with the latest information of the event Audiences can know about the different bands that have signed up for the event from the website A forum will also be included in the website where people can pen their thoughts Internet Marketing tools will be used to make the website more popular Regular event updates will be available in Twitter, Facebook, Google + and other SNS Live streaming channel will be created on Youtube
Proposed Media Partners
Thank you!
Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您 !