Copy of Auto 2

i

ASIA PACIFIC INSTITUTE OF INFORMATION TECHNOLO GY IN AFFLIATE D

WITH STAFFORDSHIRE UNIVERSITY UK

B.A (Hon.) in Business Administration

Individual Assignment

Module Code and Title

Integrated Marketing Communication

Prepared By

W, G. M. Pasan M. Perera

CB002764

GF09C1BA

Date of Submission

15th March 2010

Supervisor

Mr. Marlon Gunasekara

Submitted in partial fulfillment for the

Degree of Bachelor of Arts (Hons) in Business Administration

Word count: 2658 words

ii

ACKNOWLEDGEMENT

I take this opportunity to pay my honor to appreciate of all who has provided guidance and assistance

to make this project Successful.

My most heartfelt admiration and gratitude goes out to my lecture Mr. Marlon Gunasekara for

generously spending his time from his busy schedule and guiding me in every way to complete this

project proposal successfully.

Last but not least I thank all others who helped me in many ways especially my classmates, friends

and my beloved family members.

iii

Table of content

Acknowledgements ............................................................................ Error! Bookmark not defined. List of figures .....................................................................................................................................v

List of tables ................................................................................................................................... vii 1. Introduction .............................................................................................................................. ix

1.1 Situational Analysis ............................................................................................................... xii 1.1.1 Market conditions ............................................................................................................... xii

1.1.2 PEO TV strength & Competitor Analysis ...................................................................... xiii 1.2 Target Audience Analysis ................................................................................................... xviii

1.2.1 Customer Profile Analysis ..............................................................................................xix

1.1.2.1 Sri Lanka Military strength as a number ......................................................................xix

1.1.2.2 Island wide Military Population & the Military population live in PEO TV Areas ......... xx

1.1.2.3 SLT Fixed line using Military Personnel and the Military Population in area where PEO TV can be delivered ................................................................................................................. xx

1.1.2.4 Military Population According to the Areas where PEO TV can be delivered ..............xxi 1.1.2.5 Target Audience according to PEO TV facilitated areas in Sri Lanka ......................... xxii

1.3 Image Analysis .................................................................................................................... xxii 1.3.1 Familiarity Level ......................................................................................................... xxiii 1.3.2 Favourability level ........................................................................................................ xxiv

1.3.2 Desired level in terms of purchasing .............................................................................. xxv

1.4 Communication needs requirements analysis ......................................................................xxvii 1.4.1 Preferred media ...........................................................................................................xxvii 1.4.2 Preferred Television/ Radio channels and their favorite programmes ......................... xxviii 1.4.3 Preferred News Papers ................................................................................................... xxx

1.4.4 Preferred Language ....................................................................................................... xxxi 2. Marketing Communication Objectives ....................................................................................xxxii 3. Marketing communication strategy.......................................................................................... xxxiv

3.1 Conceptual mapping .......................................................................................................... xxxiv

3.1.1 How Ranaviru pranama Package differentiate from other packages of PEO TV ........... xxxv

3.1.2 How the Ranaviru Paranama Positioned itself among its competitive packages ........... xxxvi 3.1.3 Current Target Audience Positioning Diagram- RP Package ...................................... xxxvii 3.1.4 Expected Positioning Diagram- RP Package .............................................................. xxxvii

iv

3.2 The designing of the Message .....................................................................................xxxviii 3.2.1 Message Content ..........................................................................................................xxxviii

3.2.3 Message Structure............................................................................................................ 41

3.2.4 Message Format............................................................................................................... 41

3.2.5 Message Source ............................................................................................................... 42

3.3 Communication Channels ....................................................................................................... 42

4. Marketing communications mix tools .............................................................................................5

4.1 Advertising Decision ................................................................................................................5

4.2 Sales Promotion Decision ....................................................................................................... 10

4.3 Public Relation Decision ........................................................................................................ 11

4.4 Personal Selling Decision ....................................................................................................... 12

4.5 Direct Marketing Decision...................................................................................................... 13

5. Marketing Communication Budget ........................................................................................... 14

5.1 Detailed budget for advertising ............................................................................................... 15

5.1.2 Detailed budget for advertising in terms of every Month .................................................. 16

5.2 Detailed budget for sales promotion activities ......................................................................... 23

5.3 Detailed budget for Public Relation activities ......................................................................... 23

5.4 Detailed budget for Direct Marketing activities ...................................................................... 24

5.5 detailed budget for Personal Selling activities ......................................................................... 24

5.6 Detailed budget for other promotion related activities ............................................................. 25

5.7 Detailed budget for controlling & measurements .................................................................... 25

5.8 Detailed budget for contingency planning ............................................................................... 25

6. Implementation ............................................................................................................................ 26

6.1 Reviewing & controlling the Marketing Communication Plan ................................................ 27

7. Appendix A- Questionnaire .......................................................................................................... 30

7.1 Appendix B- Market survey results......................................................................................... 38

7.2 Appendix C- Cost per package & channels per package.......................................................... 45

7.3 Evidence of Market Research ................................................................................................. 46

8. Referencing .................................................................................................................................. 47

v

List of figures

Figure 1- Subsidiaries of SLT ............................................................................................................x

Figure 2- Visioncom elements .......................................................................................................... xi

Figure 3- Customer Base of Pay TV ............................................................................................... xiii

Figure 4- Market Share of Pay TV ................................................................................................. xiii

Figure 5- PEO TV packages and their growths ................................................................................xiv

Figure 6- Dialog TV Channels and Cost Comparison ......................................................................xvi

Figure 7- LBN TV Channels and Cost Comparison ....................................................................... xvii

Figure 8- PEO TV Channels and Cost Comparison ....................................................................... xvii

Figure 9- Sri Lankan Military Populations.......................................................................................xix

Figure 10- Island wide Military Population & the Military population live in PEO TV Areas ........... xx

Figure 11- Sri Lankan Military Population in PEO TV service areas ............................................ xx

Figure 12- Military Population according to areas where PEO TV can be distributed ......................xxi

Figure 13- Military Population according to areas where PEO TV can be distributed .................... xxii

Figure 14- Level of Awareness of PEO TV Brand ........................................................................ xxiii

Figure 15- Level of Awareness of Ranaviru Pranama Package ...................................................... xxiv

Figure 16- Overall Favorability Analysis of Pay TV services in Sri Lanka .................................... xxiv

Figure 17-Favorability level of Ranaviru Pranama Package ............................................................ xxv

Figure 18-General Desire level among competitive companies ...................................................... xxvi

Figure 19- Desire level in terms of purchasing Ranaviru Pranama Package ................................... xxvi

Figure 20-Preferred Media among Military Personals ..................................................................xxvii

Figure 21-Preferred Media among Military Personals’ families .................................................. xxviii

Figure 22- Prefer TV among Military Personnel ............................................................................ xxix

Figure 23- Preferred Radio among Military Personnel ................................................................... xxix

Figure 24- Preferred Newspaper among Military Personnel ............................................................ xxx

Figure 25- Preferred Language among Military Personnel ............................................................. xxxi

Figure 26- Preferred Color among Military Personnel ................................................................... xxxi

Figure 27- Conceptual Map for PEO TV competitors .................................................................. xxxiv

Figure 28- Conceptual Map for PEO TV Packages ....................................................................... xxxv

Figure 29- Comparisons of PEO TV Ranaviru Pranama Package & competitors xxxvi

vi

Figure 30- Current Position of PEO TV ................................................................. xxxvii

Figure 31- expected positioning map .......................................................................................... xxxvii

vii

List of tables

Table 1- Competitor Analysis..........................................................................................................xvi

Table 2- Comparison of Dialog TV and PEO TV packages .......................................................... xviii

Table 3- Objectives of PEO TV .................................................................................................. xxxiii

Table 4- Emotional and Rational Appeals .................................................................................xxxviii

Table 5- Appeal, Theme and the Message that is delivered ............................................................... 40

Table 6- The Message Structure ....................................................................................................... 41

Table 7- The Message Format .......................................................................................................... 41

Table 8- overall budget .................................................................................................................... 14

Table 9- Detailed advertising budget ................................................................................................ 15

Table 10- PEO TV Advertising Cost for Month of May ................................................................... 17

Table 11- PEO TV Advertising Cost for Month of June ................................................................... 18

Table 12PEO TV Advertising Cost for Month of July ...................................................................... 19

Table 13- PEO TV Advertising Cost for Month of august ................................................................ 20

Table 14- PEO TV Advertising Cost for Month of September .......................................................... 21

LIST OF ABBREVIATIONS

TA- TARGET AUDIANCE

RP PACKAGE- RANAVIRU PRANAMA PACKAGE

M/P – MILITARY POPULATION

viii

EXECUTIVE SUMMARY

The purpose of this report is to prepare an integrated marketing communication plan for PEO TV.

One of the key corporate objectives of PEO TV is to become the market leader in the paid television

industry in the next five years. Therefore, six months marketing communication plan has been

developed to concentrate and target PEO TV on a particular target segment. Thereby, PEO TV would

be able to effectively compete with Dialog TV, the dominant player in the industry.

Initially the target Audience was analysed through a sample of 60 questionnaires which was

distributed randomly among the target audience and the results obtained were analysed to identify the

familiarity and favourability towards PEO TV and its packages and benefits offered.

The marketing communication objectives were developed based on the results obtained from the

primary research. The key objective of this marketing communication plan is to increase awareness

among the target audience about the product and develop interest and thereby persuade them to

purchase the connection. By doing so, Vision com can increase its customer base and gain market

share. Positioning strategies are based against competitors, to effectively manage competitors and

win over them.

Message design and media selection were based on the target audience requirements and the

proportions in which marketing communication mix to be offered to the target markets was

recognized. Based on the marketing mix tools, the marketing communication budget was prepared.

Subsequently, Implementation program for the marketing communication plan was then developed,

while identifying the tasks to be carried out during each time period.

Finally, marketing controls were determined, through which the implementation of the marketing

communication plan would be controlled. Hence, it is believed that the following marketing plan

would facilitate PEO TV not only to improve their performance, but also to outdo rivals become a

market leader.

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1. Introduction

Sri Lanka Telecom

Sri Lanka Telecom is one of the most valuable companies in our country, with an annual turnover

exceeding Rs. 40 billion. Government owned 49.5% stakes and other balance shares are owned by

general public. “Also SLT Group has a customer base of over four million including multinational

corporations, large and small corporate, retail and domestic customers”. (slt, 2009) SLT can be

describing as the number one in which providing facilities and service in telecommunication industry

of Sri Lanka. Facilities and Services such as telephones, fax machines, ISDN products, CLI,

Modems, Accessories, ADSL & SLT services. (slt, 2009)

PEO TV is one of a product which introduced by one of the subsidiary company of Sri Lanka

telecom. (slt, 2009)

Sri Lanka Telecom Vision & Mission

Over Vision

“To lead Sri Lanka to become the hub of telecommunications in South Asia”

Our Mission

“To anticipate and fulfils the communications requirements of all sectors of the nation, in a service

oriented work ethic which will provide total customer satisfaction through the most modern

telecommunication facilities” (slt, 2009)

http://www.slt/

http://www.slt/

http://www.slt/

http://www.slt/

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SLT Subsidiaries

Figure 1- Subsidiaries of SLT

Source: (slt, 2009)

Mobitel (Pvt) Ltd

SLT Visioncom (Pvt) Ltd

SLT Publications (Pvt) Ltd (SLT

Rainbow pages)

SLT Hong Kong Limited (Point of Presence)

Sky Network (Pvt.) Ltd

Sri Lanka Telecom

(Services) Ltd

SLT Manpower Solutions (Pvt)

Ltd

http://www.slt/

xi

VisionCom PVT Limited

Visioncom pvt limited is one of the subsidiary company of Sri Lanka Telecom.SLT vision com is the

pioneer to introduce Internet protocol television (IPTV) technology to Sri Lanka though PEO TV.

(Sltvisioncom, 2008)

Figure 2- Visioncom elements

(Sltvisioncom, 2008)

Our Vision

• To be the leader in e-entertainment and e-Education Information Society in Sri Lanka.

Our Mission

• To provide our customers with the world’s best and most innovative Media

Services, Products, Technologies and Customer Support. Powered by excellent

People and Solutions, we will be a customer driven, high performance company

that delivers superior, sustained shareholder value.

Our Values

• An obsession with serving our customer. • A commitment to business excellence. • Speed • Innovation • Quality • A deep respect for the contributions towards the success of the company.• Mutual respect & teamwork • Integrity and openness • A strong sense of social responsibility

xii

What is PEO TV

PEO TV is the ultimate gift to the Pay TV consumers in Sri Lanka introduced in 2008 September by

Vision Com ltd. PEO TV is generated trough technology called Internet Protocol television (IPTV). It

is with characteristics such as, “Digital quality pictures, Time shifted TV, Rewind TV to pause live

TV, and Video on demand with content such as movies, educational programmes and many more”.

(peotv, 2010) .

PEO TV was started with one package called “Base Package”, and another 4 packages has been

introduced, such as Platinum, Gold, silver and Ranaviru Pranama Package. At present PEO TV is

catering to selected areas in our Island such as Colombo, Kandy, Rathnapura, Gampaha, Kalutara,

Galle, Matara, Hambantota, Nuwara-Eliya and Badulla. It has a customer base near to 25000

customers. (Wijesinghe, 2010)

RANAVIRU PRANAMA PACKAGE

This is the package which I choose to do my analysis. Ranaviru Paranama Package was launched in

August 20, 2009 as a tribute to the armed forces. “Package signifies the respect the SLT has for the

armed forces that helped to free the country of the scourge of terrorism”. (dailynews, 2009) The

Ranaviru Pranama Package is consists of 23 local & international channels along with all the new

features. It is cost as 2999/= as the initial investment and 550/= as the monthly Rent. (Music, 2009)

1.1 Situational Analysis 1.1.1 Market conditions Sri Lanka has a population of 21,324,791 million out of which approximately 200 thousand are Pay

TV customers. The big brother of this industry is Dialog TV, and then there is LBN & the PEO TV.

Sri Lanka Pay TV industry annual growth rate is 60% and industry is highly competitive. Therefore

the market is open for any one. (Wijesinghe, 2010)

When analysing PEO TV Ranaviru Pranama Package, it’s must to have an idea about the Military

strength of Sri Lanka, (see below). At present PEO TV has created some sort of awareness & interest

in hearts & minds of Military people, but there are strategies need to initiate. (Wijesinghe, 2010)

http://www.peotv/

xiii

1.1.2 PEO TV strength & Competitor Analysis

Customer Base Comparison According to my primary research and secondary research, we can clearly identify that the Dialog TV

is leading the market with 75% market share which is 150000 customer base, and the LBN with 10%

which is 20000 customer base and PEO TV 15 % which 25000 customer base. (Wijesinghe, 2010)

Figure 3- Customer Base of Pay TV

Source: (Wijesinghe, 2010)

Figure 4- Market Share of Pay TV


150000

25000 200000

50000

100000

150000

200000

DIALOG TV PEO TV LBN

Customer Base as a number

DIALOG TV

PEO TV

LBN

75%

10%

15%

Market share as a percentage

Dialog TV

LBN

PEO TV

xiv

CUSTOMER BASE ACCORDING THE PACKAGE THEY USING

According to wijesinghe, 2010 Silver Package has higher demand, it has customer base 50% out of

25000 overall customers. Gold package is leading second and 20% out of 25000; also platinum has

10 % out of 25000. Mean while military Personnel has obtain 5% out of 25000 customers.

Figure 5- PEO TV packages and their growths


50%

20%

10%

5%

15%

PEO TV Packages and their growths

SILVER PACKAGE

GOLD PACKAGE

PLATINUM PACKAGE

RANAVIRU PRANAMA PACKAGE BASE PACKAGE

BASE PACKAGE

Here, we can see another package called BASE PACKAGE; it is the very 1st package which PEO TV

introduced to Sri Lankan customer. At present the company has stopped promoting and the selling the

Base Package. Even though the Base package is been stopped still company is maintaining 15% of

customers out of 25000 for ever. (Wijesinghe, 2010)

xv

Competitor Analysis

Below graph depicts the comparison about PEO TV in general and this includes all the aspects. This

includes Dialog TV, LBN and the PEO TV.

Indicators Dialog TV LBN PEO TV company logo

Company slogan The Future Today Sri Lanka’s Pioneer Cable

TV Provider

The Best Way To Watch

TV

Customer Base 150000 20000 25000

Market Share 75% 10% 15%

Technology used Satellite Coaxial cable (very limited

foot print)

internet protocol TV

Average coverage Island wide Colombo, Kandy,

Gamapaha, Galle, Matara,

Ratnapura Districts

Colombo, Kandy, Nuwara

eliy, Dambulla,

Hambantota, Matara, Galle,

Kalutara,

Gampaha,rathnapura

Initial Connection charges

for Normal Packages

14,900 + Govt. Taxes 2,000(Analog) + Govt.

Taxes

6000(Digital) + Govt.

Taxes

9,950 + Govt. Taxes

Discounted schemes for

Normal Sector

12 month Installment

scheme for all credit

card holders.

Advancement payment 12

months-10%

Free Offer for SLT

Broadband Customers

(ADSL)

Packages 1.Lite 500

2. Super 700

3. Great 1375

4. Value Plus 1949

1.Basic

2.Digital

3.Digital

4. Premium

1. Ranaviru Pranama

2. PEO Silver

3. PEO Gold

4. PEO Platinum

xvi

Table 1- Competitor Analysis


Channel & Cost Comparison

Below I have compare and contrast the cost and the channels of each and every pay TV distributor’s.

Here we can get an idea which is the better package in terms of cost in each company.

Figure 6- Dialog TV Channels and Cost Comparison

27 37 50 71

0

500

1000

1500

2000

2500

1 2 3 4

Dialog TV channel & cost comparison

PRICE CHANNELS

channel 1-Lite 500 channel 2-Super 700 channel 3- Great 1375 channel 4- Value Plus1949

Special features for Military

Personnel

Dialog has reduce their

initial investment cost

for 11250/= for Military

Personnel.

LBN has no special feature PEO TV has reduce their

initial cost for 2999/= and

they have crate a special

package and monthly rental

is 550/= for Military

Personnel

Cost and channels

comparison

please refer below

graphs

please refer below graphs please refer below graphs

xvii

Figure 7- LBN TV Channels and Cost Comparison

Figure 8- PEO TV Channels and Cost Comparison

Sources - (Wijesinghe, 2010)

36 60 79

0

200

400

600

800

1000

1200

1400

1600

1800

1 2 3

LBN channel & cost comparison

PRICE CHANNELS

channel 1- Basic channel 2-Digital channel 3- Digital channel 4-Premium

23 30 41 50

0

200

400

600

800

1000

1200

1400

1600

1800

2000

1 2 3 4

PEO TV channel & cost comparison

PRICE CHANNELS

channel 1-Ranaviru Pranama channel 2- PEO Silver channel 3- PEO Gold channel 4- PEO Platinum

xviii

Dialog TV & PEO TV is having special packages with special futures for Military Personnel and

below depict the comparison between two Ranaviru Packages (Military packages) which introduced

by two companies.

Indicators DIALOG TV PEO TV Package introduced August 20, 2009

Initial investment 11250/= without tax 2999/= without tax

Package details No any different, packages are same

as for the normal customers, only

the initial

Connection charge is bit lower than

the other’s charges. Channels are

according the package.

They have introduced a package

which is 550/= monthly rental

and customers can subscribes

23 channels and all the other

features.

Additional special notes Dialog has given some connections

free of charge to Military camps and

they have done lot of sponsoring of

Military events like Army Search

Light Tattoo, diary programs, Air

Force carnival, Navy Mela and etc.

PEO TV has distributed some

connections free of charge. SLT

has sponsored Military events a

lot.

Table 2- Comparison of Dialog TV and PEO TV packages

Source - (Wijesinghe, 2010)

1.2 Target Audience Analysis

The most suitable target audience for the Ranaviru Pranama Package is the Sri Lankan Military Force

which included Sri Lanka Army, Navy, Air Force and the Police. Even though targeting above

mentioned Military Personnel is compulsory because the package is entirely created for the Sri

Lankan Military Force as tribute to their service.

xix

1.2.1 Customer Profile Analysis

The customer profile will be Military Population who use SLT Fixed line telephones and who live

in the areas which PEO TV cater its facilities (refer Appendix-E for PEO TV facilitate areas).

According to my primary research there is 380000 total Military force and from that there is 185000

Military force live in our selected areas and from that amount 100,000 population are suing SLT

fixed line telephones. Therefore those 100,000 Military populations who use SLT Fixed line

telephones and live in PEO TV facilitate areas are my target customers. (Fernando, 2010)

1.1.2.1 Sri Lanka Military strength as a number- according to the which force they are serving

Figure 9- Sri Lankan Military Populations

Source :( Fernando, 2010)

0

50000

100000

150000

200000

250000

SL ARMY SL NAVY SL AIR FORCE SL POLICE

Sri Lanka Military Strength As a Number

SL ARMY

SL NAVY

SL AIR FORCE

SL POLICE

xx

1.1.2.2 Island wide Military Population & the Military population live in PEO TV Areas

Figure 10- Island wide Military Population & the Military population live in PEO TV Areas Sources :( Fernando, 2010)

1.1.2.3 SLT Fixed line using Military Personnel and the Military Population in area where PEO TV can be delivered

Below graph depicts Military Population live in PEO TV facilitate areas & SLT fixed line using

Military population in PEO TV facilitated areas. Here we can see 185000 Militaries are live in the

selected area, and from that we can identify 100000 SLT fixed line using militaries. (Fernando, 2010)

Figure 11- Sri Lankan Military Population in PEO TV service areas Source :( Fernando, 2010)

380000

185000

0

100000

200000

300000

400000

500000

0 0.5 1 1.5 2 2.5

Islandwide Military population & the Military Population which live, in Area where PEO TV can be delivered

OVER ROLE

IN PEO TV AREA

185000

100000

020000400006000080000

100000120000140000160000180000200000

MILITARY POPULATION IN PEO TV AREA

SLT FIXED LINE USING M/P IN PEO TV AREA

SLT Fixed line using Military Personals and the Military Population in area where PEO TV can be delivered

MILITARY POPULATION IN PEO TV AREA

SLT FIXED LINE USING M/P IN PEO TV AREA

xxi

1.1.2.4 Military Population According to the Areas where PEO TV can be delivered

Below map shows the target audience- 100,000 SLT fix line using military population is diversify

according to the respective areas where PEO TV caters its facilities. (Fernando, 2010)

Figure 12- Military Population according to areas where PEO TV can be distributed


xxii

1.1.2.5 Target Audience according to PEO TV facilitated areas in Sri Lanka

Below graph will give you a perfect idea how the Military population who used SLT Fixed line

telephones, is diversify in the facilitated areas of PEO TV.

Figure 13- Military Population according to areas where PEO TV can be distributed


1.3 Image Analysis

In image analysis we should look at the current PEO TV image which attracts its customers.

According to my market research gained data about overall PEO TV familiarity & its favourability

towards its potential customers and gained data about the familiarity & its favourability of Rnaviru

Pranama Package in the hearts and minds of Military Personnel. The market survey was carried out

within Military Personnel only; the gathered data have been graphically displayed in bellow pages.

COLOMBO

KANDY GALLE MATARARATHNAP

URAKALUTAR

ANUWARA

-ELIYADAMBUL

LAHAMBAN

TOTAGAMPAH

A

Series1 11000 12000 16000 18000 10000 4000 4000 6000 12000 7000

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Popu

lati

on in

Num

bers

Military Population According to the Areas where PEO TV can be delivered

xxiii

1.3.1 Familiarity Level

Depend on the survey found out general awareness level of PEO TV is very much low in the hearts

and the minds of Pay TV & Non Pay TV Military customers’. As mentioned above my sample is 60

military personnel. Below depicts calculations and the graphs on general awareness level of PEO TV

brand well as the awareness level on Ranaviru Pranama Package. (Refer Survey results in Appendix

B)

Figure 14- Level of Awareness of PEO TV Brand

45%

55%

Awareness level of Sri Lanka Telecom PEO TV Brand among Military personnel %

Aawre about PEO TV

Not Aware about PEO TV

General Awareness level on PEO TV brand

Total sample = 60 Military personnel

Aware about PEO TV = 27 Military personnel = (27/60) *100 = 45%

Not Aware about PEO TV = 33 Military personnel = (33/60)*100= 55%

Awareness level on Ranaviru Pranama package

Aware on RP Package = 11 personnel out of 60 = (11/60) *100 = 18%

Not Aware on RP Package but knows PEO TV brand = 16 personnel out of 60 = (16/60) *100 = 27%

Not Aware about PEO TV or Neither R.P. Package = 33 personnel out of 60 = (33/60) *100 = 55%

xxiv

Figure 15- Level of Awareness of Ranaviru Pranama Package

1.3.2 Favourability level

From the market research, found out the general favorability level of PEO TV brand among other

competitors, and favorability level of Ranviru Prnama package. (Refer Survey results in Appendix B)

General Favorability Level

Company Military personnel who are interested Percentage

Dialog TV 33 55%

PEO TV 15 25%

LBN` 12 20%

Figure 16- Overall Favorability Analysis of Pay TV services in Sri Lanka

18%

27%55%

Awareness level on Ranaviru Pranama package

Aware on RP Package

Not Aware on RP Package butknows PEO TV brand

0

10

20

30

40

50

60

DIALOG TV PEO TV LBN

PRES

AN

TAG

E %

General Favorability Analysis of Pay TV service Providers in Sri Lanka

DIALOG TV

PEO TV

LBN

%

xxv

Favorability level of the Ranaviru Pranama package

According to the market survey, it depicts 7 personnel only interested in Ranaviru Pranama Package

out of whole sample. Therefore (7/60) *100 = 12% (Refer Survey results in Appendix B)

Figure 17-Favorability level of Ranaviru Pranama Package

1.3.2 Desired level in terms of purchasing

From the market survey found out the desired level in terms of purchasing. Desired level in general &

for RP Package both are found out. (Refer Survey results in Appendix B)

General Desired level- among competitive companies

Company Military personnel who are desire to buy Percentage

Dialog TV 30 50%

PEO TV 12 20%

LBN` 10 17%

No desire to purchase any 08 13%

Interested in R P Package

Not Intersted

12%88%

Favorability level of the Ranaviru Pranama package

xxvi

Figure 18-General Desire level among competitive companies

Desired level in terms of purchasing the Ranaviru pranama Package

Market survey shows that there are only 3 Military personnel out of 60 personnel, with a desire to

purchase Ranaviru Pranama Package. Therefore (3/60)*100= 5% (Refer Survey results in Appendix

B)

Figure 19- Desire level in terms of purchasing Ranaviru Pranama Package

0% 10% 20% 30% 40% 50% 60%

DIALOG …

PEO TV

LBN

NON

General Desired level- among competitive companies

Desire to RP package No Desire RP Package

5%

95%

Desired level in terms of purchasing the Ranaviru pranama Package

xxvii

1.4 Communication needs requirements analysis

Here, communication need requirements analysis is based on,

1. Preferred media

2. Preferred Television/ Radio channels and favourite programmes

3. Preferred language

4. Preferred colours

Therefore to gain data I carried out a survey among Military personnel and they are been illustrated in

below pages.

1.4.1 Preferred media

Most of Military personnel in the sample are more like to stay touch with radio programmes. Also as

a second option they choose to read newspapers and other published materials like broachers, leaflets

and word of mouth, it’s mainly because of their busy life schedule. Also they are more like to have

messages in notice boards of their Military camps where they posted. They are not much interested

on TV, mega billboards. But officer level Military personnel are more like to brows internet and

watch TV programmes. (Refer Survey results in Appendix B)

Figure 20-Preferred Media among Military Personals

0 5 10 15 20 25 30 35

TV

Radio

Press

Billboards

Handbills

Direct Marketing

E-marketing

Preferred media Among Military Personnel (%)

xxviii

We have to concentrate on M.P family interests also, because they are the one who use this package

even though the militaries are purchasing the item. Families are more interested on TV programmes,

read newspapers and billboards etc. (Refer Survey results in Appendix B)

Note- Military personnel gave data about their family interests & etc. (Refer Survey results in

Appendix B)

Figure 21-Preferred Media among Military Personals’ families

1.4.2 Preferred Television/ Radio channels and their favorite programmes

Military Personnel rank their favourite TV & Radio Channel according to their preference and they

mentioned their favourite TV & Radio programme for each and every TV& Radio channels. (Refer

Survey results in Appendix B)

0 5 10 15 20 25 30

TV

Radio

Press

Billboards

Handbills

Direct Marketing

E-marketing

Preferred media Among Military Personnel's families

xxix

TV channels

Figure 22- Prefer TV among Military Personnel

TV channel and their favorite programme among Military Personnel

TV channel Favorite Programme

Rupavahini Rupavahini NEWS -8pm

ITN PABA- Family base programme

Swarnawahini LIVE @ 8- News

Sirasa Ran Depaya- Sinhala doubt Hindi programme

TNL RIDMA RAYAK- Entertainment Programme

Radio Channels (Refer Survey results in Appendix B)

Figure 23- Preferred Radio among Military Personnel

Rupavahini ITN Sirasa Swarnavahini TNL

Series1 25 15 25 30 10

0

5

10

15

20

25

30

35

prec

enta

ge %

Preferred Television among Military Personnel %

Y FM HIRU FM SLBC Lakhada SIRASA FM

Series1 12 32 6 30 20

05

101520253035

Prec

enta

ge

Preferred Radio among Military Personnel %

xxx

Radio channel and their favorite programme among Military Personnel

Radio Channel Favorite Programme

SIRASA FM Tarzan Baappa- Comedy Programme

HIRU FM Paththara Malli- Morning news paper evaluation

Lakh Hada Ranaviru Rathriya- entertainment programme for Military Personnel

Y FM Love Dreams- entertainment programme

1.4.3 Preferred News Papers

(Refer Survey results in Appendix B)

Sunday Lankadeepa

Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina

15 Personnel

12 Personnel

11 Personnel

10 Personnel

10 Personnel

Figure 24- Preferred Newspaper among Military Personnel

0

2

4

6

8

10

12

14

16

Sunday Lankadeepa

Daily Lankadeepa

Sunday Divaina Daily Divaina Sunday Silumina Observer

Preferred News Papers

xxxi

1.4.4 Preferred Language

From my survey among Military Personnel I found out there most prefers language, they are more in

to Sinhala language and as a second option they use English. For Sinhala – 48 personnel, for English-

9 personnel, for Tamil & Other- 3 personnel. (Refer Survey results in Appendix B)

Figure 25- Preferred Language among Military Personnel

1.3.5 Preferred Colors

When it’s come to colors they more like Camouflage color (mix of green, black and brown) which is

mostly unique to them. (Refer Survey results in Appendix B)

Figure 26- Preferred Color among Military Personnel

80%

15%5%

Preferred Language among Military Personnel %

Sinhala

English

Tamil & other

Sinhala - 80 %English- 15%Tamil & Other - 5 %

Camouflage colour

Red Blue Yellow Orange

Series1 75 5 15 3 2

01020304050607080

Prec

enta

ge %

Preferred Colours among Military Personnel %

xxxii

2. Marketing Communication Objectives

The following marketing communication objectives are purely developed depends on the target

audience analysis which I did, and collaboration with the corporate goals and objectives of Sri Lanka

Telecom for the period of six months starting from March to August.

Objectives and small description

Objective 1 To increase the level of customer awareness level of Ranaviru Pranama Package from

18% to 58% within next six months. (40% increment)

Description • According to my primary research found out that general PEO TV awareness level

is 45% and overall Ranaviru Pranama Awareness level is 18% among heart and

minds of the military personnel.with the effect of the budget allocated expect to

increase the awareness level of RP Package from 18% to 58%, thereby, general

PEO TV will automatically increased by 40%.

Objective 2 To increase the level of interest of Ranaviru Pranama Package from actual

level of 12% to 32%.

Description According to my primary research found out that the interest level of military personnel

about RP Package is 12% and expects to increase the interest level by 20%.

Objective 3 Increase the desired level for Ranaviru Pranama Package from 5% to 15%.

Description According to the survey, desired level towards RP Package is 5 % and with effect of

the budget expects to increase the level by 10%.

Objective 4 Increase the brand value of 2.5 Million to 3 million within next six months.

Description • This 2.5Million amount is the present valuation of the PEO TV brand.

(Wijesinghe, 2010)

xxxiii

Table 3- Objectives of PEO TV

• Brand should be able to capture the heart and mind of the consumer

• Brand image must be positioned in the hearts & minds of its potential

customers

• This will create profit in the long run.

• Corporate goals of SLT Telekom are in line with this objective.

xxxiv

3. Marketing communication strategy

3.1 Conceptual mapping

Below general conceptual map drown according to the competitor analysis. From this we can get a

clear idea where PEO TV is based, depend on cost, there value added services, coverage and the

brand name.

Figure 27- Conceptual Map for PEO TV competitors

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0 0.2 0.4 0.6 0.8 1 1.2

Company cost Value added services coverage brand name

Dialog 4 5 4 5

PEO TV 3 4 3 4

LBN 2 3 2 3

Coverage

xxxv

3.1.1 How Ranaviru pranama Package differentiate from other packages of PEO TV

When concentrating about the Ranaviru pranama Package we have to look how it’s differentiate from

other packages which introduced by PEO TV. Below we can see R.P.package is the lowest when

comparing to other packages, but with similar Value added services. That’s how PEO TV tribute

Military.

Figure 28- Conceptual Map for PEO TV Packages

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0 0.2 0.4 0.6 0.8 1 1.2

Cost

Value Added Channels

Coverage

xxxvi

3.1.2 How the Ranaviru Paranama Positioned itself among its competitive packages

Dialog ranaviru package is the highest competitor to PEO TV RP Package. Here R.P. package of

PEO TV is has a high level of value addition activities than the Ranaviru Package of Dialog TV, and

also initial cost for put up a package is low in PEO TV than The Dialog TV Ranaviru Package and

the LBN.

Figure 29- Comparisons of PEO TV Ranaviru Pranama Package & competitors

(Wijesinghe, 2010)

Initial Cost

Value Added Activities

Ranaviru

Package

Ranaviru Pranama

Package

Package

xxxvii

3.1.3 Current Target Audience Positioning Diagram- RP Package

Figure 30- Current Position of PEO TV Source: (Refer Survey results in Appendix B)

3.1.4 Expected Positioning Diagram- RP Package

Figure 31- expected positioning map

Current Positioning Diagram

Expected Positioning Diagram

Target

Market

100%

Non-aware

for R.P.

Package

82%

Awareness

Level for

R.P.Package

18%

82% Not

Preferred

12%

Preferred

95%

Not Try-

5%

Try

Target

Market

100%

68% Not

Preferred

32% Preferred

85%

Not Try

15%

Try

Non-aware for

R.P. Package

42%

Awareness

Level for R.P.

Package 58%

xxxviii

3.2 The designing of the Message

3.2.1 Message Content –

1. THEME R.P Package is launched as a tribute to the armed forces. “Package signifies the respect the SLT has

for the armed forces that helped to free the country of the scourge of terrorism”, therefore my

Message will be concentrate on

1. How PEO TV tribute to armed forces, to convey that, they are never forgotten, forever

immortalized they will remain in our hearts.

2. To show our respect by kneel down & bow our heads in honor.

3. About PEO TV’s R.P. package, its value added services, its low rates to our Military

personnel and why should by PEO TV R.P. Package other than competitors’ package

3. APPEALS - Therefore aspects such Emotional & Rational appeals must be look at when

designing the message.

Appeals Description

Emotional Here we have to convey the idea that our Sri

Lankan M.P are so valued and this package is a

gratitude to their service which they did.

Rational About the PEO TV, about its value added services

and etc will be mention here. Table 4- Emotional and Rational Appeals

2. TAG LINE So here R.P. Package will be position in the hearts & minds of the M.Ps’ and in their family

members’ heart & minds on its unique tagline: WE SALUTE OUR HEROES

39

Appeal & the Theme and the message which must delivered

Appeals according to the Theme Message which must delivered

Emotional Appeals

1. How PEO TV tribute to armed forces, to

convey that, they are never be forgotten,

forever immortalized they will remain in our

hearts

• The guts, the glory of our troops will forever shine light upon our nation, our

fellow Military brothers and sisters fought with courage they fought with

passion, fought with dignity, they fought with valor.

• They protect us to save us all, from the evil scourge of terrorism, those lost in

the fields of battle will never be forgotten, forever immortalized they will

remain in our hearts.

• Unselfishly you left your father & your mothers; you left behind your sisters &

your brothers; leaving your beloved children & wives you put on hold, your

dreams- your lives all for our future need hope.

2. Show our respect by kneel down & bow our

heads in honor

• Brave valiant Soldier Brothers (Lak mawege sinha puthun) - We are eternally

grateful to you. You pay a heavy price for our tomorrow. We salute dear

Brothers respect and love for you. ලක ්මවෙග� සිංහ පු� න ්

• Lay their lives on the line each day so that we may enjoy ours. As a show of

support

• Thanks a lot to all our war heroes we never forget today we are living in this

country because of you’ll r the once who save our life.

• You are the real heroes of mother Lanka and we salute you

• Let's do our part

40

Rational Appeals

3. About PEO TV’s R.P. package

• “Package signifies the respect the SLT has for the armed forces that helped to

free the country of the scourge of terrorism”. (dailynews, 2009)

• The Ranaviru Pranama Package is consists of 23 local & international channels

along with all the new features which.

• This package is creating awesome opportunity to gain entertainment, and

worldwide information to our soldiers though popular channels at a very

concessionary price.

• PEO TV is distributing in lower price than the other packages. It is cost as

2999/= as the initial investment and 550/= as the monthly Rent. (music, 2009)

4. Its value added services and Military should

buy PEO TV other than competitor packages

• All the value added services which PEO TV delivered.

• Data about PEO TV competitor analysis.

Table 5- Appeal, Theme and the Message that is delivered

http://www.dailynews.lk/2009/08/24/bus07.asp

http://www.music/

41

3.2.3 Message Structure

A Clear Conclusion The message of switching to Ranaviru Pranama Package or trying out the

Ranaviru Pranama Package & the tribute to M.P should be highlighted as

the key outcome.

Two side Argument The message should highlight the benefits of being a Ranaviru Pranama

Package and how valuable is our armed forces to us. Order of Presentation

Should start with emotional way, must convey the gratitude to armed

forces with creative way. The middle should involve the PEO TV- R.P.

Package and its value added benefits and must have a fine ending which

symbolize PEO TV uniqueness. Table 6- The Message Structure

3.2.4 Message Format

Facts Description

Color Combination According to the survey, the most favorite color is camouflage color

which is most unique to armed forces. Therefore in the message color

will be mix of green, black and brown. Also PEO TV logo and the

name of the package must be highlighted.

Sound

This must consist of the tune of Sinhala song “Ranabima Marune

Sinhalayaku Nam” (youtube, 2008)

Location The location must be very attractive and pleasant. It should be like

village area; also it must be eye catching. Language This must be in Sinhala, because in Sri Lanka mother tongue is Sinhala

and it can create more patriotic ideas, also soldiers more preferred

Sinhala than other languages.

Table 7- The Message Format

42

3.2.5 Message Source

Our own Sri Lankan Military personnel will be the actors or models for this message or an ad,

because it will create more closeness between PEO TV and military families & with military

personnel. Also it will symbolize that this message is Military related and the families of military will

be more concentrate on this message well as the military personnel.

3.3 Communication Channels

According to my primary research, shows that military personnel communication channels are very

much into radio as well as they like to have word of mouth and their families are very much into TV,

therefore when promoting the R.P. Package mainly must use a combination of non personal &

personal communication channels.

Communication Channels

NON Personal communication Channels

Advertising

1. TV

2. Radio

3. Print Media- Newspapers

4. Billboard

5. Brochures

6. Vehicle Brandings

7. Internet

8. Magazines

Personal Communication Channels

Direct Marketing

1. Mails

2. E-mails

3. Face to face explanation- Visit every

military camps in selected areas and

establishing a stall for 2days

Personal Selling

1. Trade Fares

2. Get together

NON Personal communication Channels

Sales promotions

1. Free connections to Military camps

2. Training sessions

3. Raffle draw

Public Relation Promotions

1. Sponsoring Events

Sponsoring the Dha Viru Gee Sara, mega musical programme

Sponsoring the Military disable sports meet

Sponsoring the Victory celebration rally on 18th May

2. Distributing scholarships for the children of soldiers who

killed in the war and who are need help with collaboration

with Defence Secretariat Seva vanitha branch

3. Organizing 10 tribute programmes for all the soldiers who

killed in the battle in each 10 areas which we selected,

programme call “Chiran Jayathu”.

4.

NON Personal communication

Channels

Other

1. Establishing PEO TV dealer

shops in every area

headquarters in selected

areas for every amour force

2. Training sessions for

outsource recruits who visit

army camp behalf or PEO

TV

5

4. Marketing communications mix tools

Marketing communication mix consists of advertising, personal selling, sales promotion, public

relations and direct marketing.

4.1 Advertising Decision

Message will be telecast through above the line & below the line methods. The target group will be to

the military personnel & their families. Also from these advertising tools expect to deliver

Informative message such as to create awareness, interest & a desire about the R.P Package & to give

a brief description about the RP Package. Also expect to deliver Persuasive message such as the value

proposition, new features and technology and competitor comparison.

Here, from overall promotional campaign 75 % of activities will be for the advertising. (Refer

implementation plan), also from total budget 72% is allocated for the advertising (Refer advertising

budget below)

Advertising

TV

Swarnawahini-

Live@8

Sirasa TV-

Ran Depaya

ITN-

Paba

Rupavahini-

News 8Ppm

Radio

Hiru FM-

Paththara Malli

Sirasa FM-

Tarzan Bappa

Lakhada-

Ranaviru Raththriya

Newspaper

Sunday Lankadeepa

Daily Lankadeepa

Sunday Divaina

Daily Divaina

Sunday Silumina

Other

Billboards

Brochure

Vehicle Branding

Internet

Bus Halt Painting

6

TV & Radio Advertisements

Radio Channel Programme

Huru FM Paththara malli

Sirasa FM Tarzan Bappa

Lakhada Ranaviru raththatriya

(writeonit, 2010)

Newspaper Advertisements • Sunday Lankadeepa

• Daily Lankadeepa

• Sunday Divaina

• Daily Divaina

• Sunday Silumina

(writeonit, 2010)

TV Channel Programme

Swarnavahini Live@8

Sirasa Ran depaya

Rupavahini News 8pm

According to the market research

Military personnel are very much in to

radio & newspapers therefore 5 news

papers are choose and ads will be

published. (See implementation plan)

7

Billboards

10 large size billboards (20*30 ft) & 20 billboards (20*10 ft) will be equally displayed in the 10 areas

which we select; billboards will be established in the places where people gathered most.

(writeonit, 2010)

Brochure

Broachers will be distributed inside the camp,

during the visits to the camps by PEO TV marketers.

Also brochures will be post attached with the mail to

military families whose live in the selected 10 areas.

Refer implementation plan.

8

Vehicle Branding

20 CTB busses will be painted with the PEO TV logo, Ranaviru Pranama

Package and etc, which are running in these selected areas

(2 busses from each area).

Internet

With the understanding between SLT and defence ministry, in the web sites of Army, Navy, Air

Force & Police the news about PEO TV and Ranaviru Pranama Package will be published and by

clicking the “related link” automatically user will be log into PEO TV home page.

Sri Lanka Defence web

Sri Lanka Army

Web Site

Promoting PEO TV, in Sri Lanka

Defence web, by giving a related link

and a picture of handing over the 1st

package to the secretary of defence

in 2009

Still this hasn’t done, so I’m using this

strategy as a new innovation to promote

PEO TV within Military Personnel

Promoting PEO TV,

in Sri Lanka Army

web, by giving a

related link and a

picture

9

Sri Lanka Air Force

Web Site

Sri Lanka Police Web

Sri Lanka Navy

Web Site

Promoting PEO TV,

in Sri Lanka Air

Force web, by giving

a related link and a

picture

Promoting PEO TV,

in Sri Lanka Police

web, by giving a

related link and a

picture

Promoting PEO TV, in

Sri Lanka Navy web, by

giving a related link and

a picture

10

Bus Halt Painting

20 CTB bus halts in selected areas, 2 from each will be painted of PEO TV logo and RP Package

symbols.

(writeonit, 2010)

4.2 Sales Promotion Decision

This is a method to motivate consumers and make them interest and create a desire to purchase RP

Package.

Free connections to Military camps

(writeonit, 2010)

It’s said that there are 200 military camps in the 10

selected areas where PEO TV is facilitated and where

my target audience is live (Fernando, 2010). In the

visits to the camps in the 10 selected areas, PEO TV

marketers will offer free connection to each camp.

11

Raffle draw for Military Personnel

During the visits to the camps located in the selected areas, marketers will have raffle draw for the

military personnel in each camps. (200 camps) in each camp 5 winners will be choose and 5 RP

Package connections will be given free.

Raffle draw for families

With the letter, raffle coupon will be sent to every military family located in the selected 10 areas in

every two months time. Families suppose to fill and sent the raffle coupon back and in every 2

months time 20 winners will be selected and 20 connection swill be given to the families.

4.3 Public Relation Decision

This is where company can highlight its image and good name by doing social works public works

etc, doing this company expect to increase the awareness and the interest towards RP package and

PEO TV.

Sponsoring the Dha Viru Gee Sara, mega musical programme

In august PEO TV company will be sponcoring the dha viru gee sara mega musical programme

which going to held at BMICH, with effect company expect to increase the awareness and etc.

Sponsoring the Military disable sports meet

In September PEO TV Company will sponsor Military Disable sports meet, this would be great

chance to attract the audience and to increase the good name & the image of the company.

(writeonit, 2010)

Banners,

Billboards and

various kind of

promoting stuff

be displayed in

the stadium

12

Sponsoring the Victory celebration parade on 18th May

(wordpress, 2009)

Distributing scholarships with Seva Vanitha

In very two weeks time, PEO TV will visit one area and organize an event which will include

scholarships distribution, a tribute programme, and trade show & get together. There scholarships

will be distributed to the children of military personnel who killed in the battle.

“Chiran Jayathu” tribute programme

This is one of another programme of PEO TV organize in line with scholarship, trade show and get

together programme. Tribute will do to show the respect to the military personnel for their brilliant

effort in reuniting our island.

4.4 Personal Selling Decision

Main objective is to build a good relationship between company and Military Families in the elected

areas and between the military personnel.

Trade Fares

Trade Fares will be organize in every two weeks, one selected area at a time. This will be in line with

scholarships programme, tribute programme and get together programme.

18th May is the day which we defeat

LTTE terrorist and its leader

Prabhakaran, in this day government

will have a celebration parade,

therefore PEO TV Company will

sponsor the event. It will be great

chance to increase the awareness and

the good name.

13

Get together

Get together are for children & to the families of Military personnel, and these get together will be

organize in every two weeks, one selected area at a time. This will enhance the relationship and will

promote the product.

4.5 Direct Marketing Decision

Mail

Mails will be posted to the military families who live in selected areas. Mail is about RP Package and

its benefits to the militaries. With this mail, broachers and raffle coupon will be sent. In every two

months time mail will e sent in order to create awareness and to as a reminding.

SMS-through Mobitel

Mobitel is one of the subsidiaries of SLT, so sms can be sent to all the military personnel who use

UPAHARA package of mobitel, therefore sms can be sent in low cost. Sms’s will be sent in every

week of 1st four months, mentioning the area where is our marketers are visiting. Then the military

personnel can get an idea when their camp will be visit. Also sms message will be use asa reminder.

E-mail

Emails will be sent in every month to the officers of three forces and police.

Face to face explanation- Visit every military camps in selected areas and establishing a stall for

2days

PEO TV marketers will visit every military camp (200 camps) in selected 10 areas in 1st four months;

there they will be staying two days in one camp with the permission of defence secretary. Marketer

will establish a small stall for two days with a promotion van and a TV to demonstrate.

14

5. Marketing Communication Budget

Table 8- overall budget

15

5.1 Detailed budget for advertising

Table 9- Detailed advertising budget

16

5.1.2 Detailed budget for advertising in terms of every Month

Month-May

Description Programme Duration or

size

Cost No of days or

quantity

Sub total

TV

Advertisements

Production cost of

TV & Radio ads

1500000

Swarnavahini Live @ 8 30 seconds 110000 20 days 2200000

Sirasa Ran depaya 15 seconds 78,125 8days 625000

ITN Paba-tele

drama

15 Seconds 80000 20days 1600000

Rupavahini News 8pm 30 Seconds 70000 6 days 420000

Radio

Advertisements

Hiru FM Paththara

Malli

10 seconds*2 6000*2 =

12000

20 days 240000

Sirasa FM Tarzan Bappa 10 second 5000 20 days 100000

Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

Paper

Advertisement

Sunday

Lankadeepa

Full color Half page 300000 4 days 1200000

Daily Lankadeepa Full color Half page 150000 12 days 1800000

Sunday Divaina Full color Full page 330000 4 days 1320000

Daily Divaina Full color Half page 75000 12 days 900000

Sunday Silumina Full color Half page 250000 4 days 1000000

17

Billboard 20*30 175000 10 1750000

20*10 100000 10 1000000

Broachers 3 200000 600000

Vehicle branding CTB busses 100000 20 2000000

Bus Halt painting CTB halts 50000 20 1000000

Total Advertising

cost for month of

May

Table 10- PEO TV Advertising Cost for Month of May

Month-June


size

Cost No of days or

quantity

Sub total

TV

Advertisements


Sirasa Ran depaya 15 seconds 78,125 8days 625000

ITN Paba-tele

drama

15 Seconds 80000 12days 960000

Radio

Advertisements

Hiru FM Paththara

Malli

10 seconds*2 6000*2 =

12000

20 days 240000

Sirasa FM Tarzan Bappa 10 second 5000 20days 100000

Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

18

Paper

Advertisement

Sunday

Lankadeepa



Sunday Divaina Full color Full page 330000 4 days 1320000



Broachers 3 200000 600000

Total Advertising

cost for month of

June

Table 11- PEO TV Advertising Cost for Month of June

Month-July


size

Cost No of days or

quantity

Sub total

TV

Advertisements


ITN Paba-tele

drama

15 Seconds 80000 12days 960000

Radio

Advertisements

19

Hiru FM Paththara

Malli

10 seconds*2 6000*2 =

12000

20 days 240000


Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

Paper

Advertisement

Sunday

Lankadeepa



Sunday Divaina Full color Half page 180000 4 days 720000



Broachers 3 200000 600000

Total Advertising

cost for month of

July

Table 12PEO TV Advertising Cost for Month of July

Month-August


size

Cost No of days or

quantity

Sub total

TV

Advertisements


20

ITN Paba-tele

drama

15 Seconds 80000 8 days 640000

Radio

Advertisements

Hiru FM Paththara

Malli

500000 Sponsored-

Ads will

telecast

500000


Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

Paper

Advertisement

Sunday

Lankadeepa




Broachers 3 100000 300000

Total Advertising

cost for month of

August

Table 13- PEO TV Advertising Cost for Month of august

Month-

September


size

Cost No of days or

quantity

Sub total

21

TV

Advertisements


Sirasa Ran depaya 15 seconds 78125 8 days 625000

ITN Paba-tele

drama

15 Seconds 80000 8 days 640000

Radio

Advertisements

Hiru FM Paththara

Malli

500000 Sponsored-

Ads will

telecast

500000


Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

Paper

Advertisement

Sunday

Lankadeepa


Daily lankadeepa Full color Half page 150000 8days 1200000


Daily divaina Full color Half page 75000 4 days 300000

Sunday Silumina Full color Half Page 250000 4 days 1000000

Total Advertising

cost for month of

September

8491000

Table 14- PEO TV Advertising Cost for Month of September

22

Month-October


size

Cost No of days or

quantity

Sub total

TV

Advertisements


Rupavahini News 8pm 15 seconds 45500 12days 546000

ITN Paba-tele

drama

15 Seconds 80000 8 days 640000

Radio

Advertisements

Hiru FM Paththara

Malli

500000 Sponsored-

Ads will

telecast

500000


Lakhada Ranaviru

Raththriya

200000 Sponsored-

Ads will

telecast

200000

Paper

Advertisement

Sunday

Lankadeepa


Daily lankadeepa Full color Half page 150000 8days 1200000


Daily divaina Full color Half page 75000 4 days 300000

Sunday Silumina Full color Half Page 250000 4 days 1000000

Total Advertising

cost for month of

October

8326000

23

5.2 Detailed budget for sales promotion activities

5.3 Detailed budget for Public Relation activities

24

5.4 Detailed budget for Direct Marketing activities

5.5 detailed budget for Personal Selling activities

25

5.6 Detailed budget for other promotion related activities

5.7 Detailed budget for controlling & measurements

5.8 Detailed budget for contingency planning

26

6. Implementation

27

6.1 Reviewing & controlling the Marketing Communication Plan

Indicators /

parameter /

control

techniques

Description Evaluatio

n period

Benchmark Research

method

Qualitative

control

technique

SALES

EFFECTIVENE

SS

Ratio Analysis

Market

share

analysis

Evaluation of

the targeted

market share

and the actual

market share

Every 2

months

Last year,

budgeted

figures and

key

competitors

Surveys Periodic

meetings,

formal

promotiona

l research,

Sales

analysis

Evaluating

actual sales

achieved with

expected sales

target.

Weekly

and

monthly

Last year,

budgeted

figures and

key

competitors

Surveys Periodic

meetings,

Brand

switching

analysis

Measuring the

incoming and

outgoing

switchers

Every 3

months

Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Periodic

meetings,

brainstormi

ng sessions.

PROMOTIONA

L EFFICIENCY

Budget variance

analysis

Promotional

efficiency

Effectiveness of

the total

promotional

expenditure that

has been

utilized &

Every 3

months

Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Third part

ratings,

formal

promotiona

l research

28

Budget

variances of the

promotional

expenditure

Advertising

efficiency

Efficiency of

the total

advertising

expenditure

which has been

utilized &

Budget

variances of

total advertising

expenditure

Every 3

months

Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Third part

ratings,

formal

promotiona

l research

Cost per

thousand

(CPT)

Advertising

Cost per

thousand of

viewers,

listeners or

readers.

Monthly Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Third part

ratings,

formal

promotiona

l research

Sales

promotion

efficiency

How powerfully

the total sales

promotion

expenditure has

been utilized &

Monthly Last year,

budgeted

figures and

key

Surveys,

interviews,

focus group

discussions

Third part

ratings,

formal

promotiona

29

% variances of

each sales

promotional

element.

competitors l research

COMMUNICA

TION

EFFICIENCY

Ratio analysis

Reach and

frequency

Measures the

level of target

audience

exposure,

readership,

listener ship and

viewership.

Monthly Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Periodic

meetings,

informal

customer

feed back

analysis

Persuasion

change

Evaluation of

actual number

of telephone,

email, internet

or personal

enquiries made

against

estimated

numbers.

Monthly Last year,

budgeted

figures and

key

competitors

Surveys,

interviews,

focus group

discussions

Periodic

meetings,

informal

customer

feed back

analysis

30

7. Appendix A- Questionnaire

I Pasan Perera a student of the Asia Pacific Institute of Information Technology currently reading for

the Bachelor of Business Administration degree, conducting a survey on the awareness level of PEO

TV in Sri Lanka in order to complete my assignment on “Integrated marketing Communication.”

Bellow questioner is to gain details only to fulfill my requirement and the details given by you will

only use for the study purpose.

1. You are serving in,

SL Army SL Air Force

SL Navy SL Police \

2. Are you commissioned officer or other rank?

………………………………………………….

3. Are you,

Single or Married

4. Your income level

a. <10,000 d. 25,000-45,000

b. 10,000-25,000 e. 45,000-60,000

c. Above 60,000

5. As s Miltary Personal do you have a time to spend time on watching TV?

Yes No Moderate 6. Do you use any services or products provided by SLT?

31

SLT internet service Broad band (ADSL & Dial up)

SLT Mobitel SLT fixed Line telephone connection

7. Do you currently own a cable TV connection in your house? Yes No

7.1 If YES who is your current cable TV provider?

Dialog TV

PEO TV LBN Other

7.2 If NO, do you have any intension of obtaining any of the above pay TV services?

Yes No

If YES what is the brand that you will select?

………………………………………………

8. Do you feel the above mentioned connection caters to your desired needs? Yes No

8.1 If NO please mention what is your desired level,

…………………………………………………………………………………………

9. Are you aware of PEO TV?

Yes No

32

10. If you know about PEO TV do you know about Ranaviru Pranama Package?

Yes No

11. Are you aware of PEO TV’s IP Technology (Internet protocol) viewing experience?

Yes No

12. Are you aware about POE TV’s following features?

Features

YES NO

Time shifted TV

Trick Play (Facilities like pause, fast forward &

playback)

Video on demand

Digital quality pictures via Internet protocol technology

T Learning

Interactive Services

13. Please specify the awareness level of Sri Lanka Telecom PEO TV Brand according to your

opinion?

33

Very Low

Low

Moderate

High

Very High

14. Please rank the your Favorability on below Pay TV service providers

Preference Dialog TV PEO TV LBN

Very High

High

Moderate

Low

Very Low

15. Are you interested in Ranaviru Pranama Package?

Yes No

16. Do you have desire in obtaining which brand? Dialog PEO TV LBN

17. Would you be interested in obtaining PEO TV Ranaviru Pranama Package?

Yes, Definitely NO

18. If you have an SLT ADSL line and if PEO TV offered you a free connection would you

take it?

34

Yes No

19. When you are choosing a Pay TV connection what are the most preferred attributes you

look into?

Price

Packages offered

Variety of the channels

Quality

Picture and sound quality

Innovative technology and convenience

20. How did you get to know about the PEO TV?

Bill Boards

Word of mouth

Television

Promotions carried out by Dealers

Radio Advertisements

From your welfare directorate

From your particular serving camp or unit

21. As a Military Personal Rank the effectiveness of the means of media communicat ion for

yourself.

35

Medium Rank (put 1 in front of highest proffered)

TV

Radio

Press

Billboards

Handbills

Notice board- notices

Direct Marketing

E-marketing

22. According to your knowledge rank the effectiveness of the means of media communication

for your family

Medium Rank (put 1 in front of highest proffered)

TV

Radio

Press

Billboards

Handbills

Direct Marketing

E-marketing

23. What is the most favorite TV channel and write the favorite programme in front of the channel name.

36

TV channel Favorite programme Rank favorite channel (put 1

in front of highest preferred)

Rupvahini

ITN

Sirasa

Swarnavahini

TNL

24. What is the most favorite Radio channel and write the favorite programme in front of the channel name.

Radio channel Favorite programme Rank favorite channel (put 1

in front of highest preferred)

Sirasa FM

Hiru FM

Y FM

SHA FM

SLBC

25. What are the most favorite news papers?

1 …………… 2……………… 3……………. 4………….. 5………….

26. What is your most preferred colors (put 1 in front of highest preferred)

Color Rank

Red

Yellow

Orange

Blue

Camouflage

37

27. You’re more preferred language? Sinhala English Tamil & Other

38

7.1 Appendix B- Market survey results

Sample size = 60 Military personnel

1. Actual Sri Lanka Military Strength As a Number & percentage

SL ARMY 200000 52.63 SL NAVY 60000 15.79 SL AIR FORCE 40000 10.53 SL POLICE 80000 21.1 OVER ROLE 380000

2. Currently serving in, (in my sample only)

SL ARMY 15 25 % SL NAVY 15 25 % SL AIR FORCE 15 25 % SL POLICE 15 25 % OVER ROLE 60 100%

3. Officer or other rank as number & percentage (of my sample)

Officer- 15 % = 9 personnel

Other rank- 75 % = 51 personnel

4. Are you,

Single = 34 Married = 26 personnel

5. Your income level (in my sample only)

d. <10,000 d. 25,000-45,000 = 9 personnel

e. 10,000-25,000 = 51 personnel e. 45,000-60,000

f. Above 60,000

39

6. As s Miltary Personal do you have a time to spend time on watching TV?

Yes = 5 personnel No= 5 personnel Moderate = 50 personnel

7. Do you use any services or products provided by SLT?

SLT internet service - non Broad band (ADSL & Dial up) - 34 personnel

SLT Mobitel - 52 personnel SLT fixed Line telephone connection - 42 personnel

8. Do you currently own a cable TV connection in your house? Yes - 20 personnel No- 40 personnel

If YES who is your current cable TV provider?

Dialog TV – 14 personnel

PEO TV – 5 personnel LBN- 1 personnel

If NO, do you have any intension of obtaining any of the above pay TV services?

Yes- 30 personnel No- 10 personnel

If you like what is the brand that you will select?

Dialog TV – 18 personnel

PEO TV – 10 personnel LBN- 2 personnel

9. Are you aware of PEO TV?

Yes- 27 No- 33

40

10. If you know about PEO TV do you know about Ranaviru Pranama Package?


11. Are you aware of PEO TV’s IP Technology (Internet protocol) viewing experience?


12. Are you aware about POE TV’s following features?

Features

YES NO

Time shifted TV

Trick Play (Facilities like pause, fast forward &

playback)

Video on demand

Digital quality pictures via Internet protocol technology

T Learning

Interactive Services

20 personnel

15 personnel

15 personnel

12 personnel

10 personnel

10 personnel

40 personnel

45 personnel

45 personnel

48 personnel

50 personnel

50 ersonnel

13. Please state your interest on below Pay TV service providers - General Favorability Level

Company Military personnel who are interested Percentage

Dialog TV 33 55%

PEO TV 15 25%

LBN` 12 20%

41

14. Are you interested in Ranaviru Pranama Package?

Yes- 7 Personnel NO- 53 personnel

15. Do you have desire in obtaining which brand?- General Desired level- among competitive companies

Company Military personnel who are desire to buy Percentage

Dialog TV 30 50%

PEO TV 12 20%

LBN` 10 17%

No desire to purchase any 08 13%

16. Do you have a desire to purchase Ranaviru Pranama package?

Yes- 3 Personnel No- 57 Personnel

17. If you have an SLT ADSL line and if PEO TV offered you a free connection would you

take it?

Yes - 45 Personnel No- 15 Personnel

18. When you are choosing a Pay TV connection what are the most preferred attributes you

look into?

Price – 60 Personnel

Channels offered- 60 Personnel

Variety of the channels- 55 Personnel

Quality- 45 Personnel

Picture and sound quality- 35 Personnel

Innovative technology and convenience – 22 Personnel

42

19. How did you get to know about the PEO TV? Bill Boards -

Word of mouth - 20 Personnel

Television - 5 Personnel

Promotions carried out by Dealers - none

Radio Advertisements - 22 Personnel

From your welfare directorate - 15 personnel

From your particular serving camp or unit – 21 Personnel

20. As a Military Personal Rank the effectiveness of the means of media communication for

yourself. Medium No of likeness

TV

Radio

Press

Billboards

Handbills

Direct Marketing

E-marketing

6 personnel

18 personnel

12 personnel

4 personnel

11 personnel

7 personnel

2 personnel

43

21. According to your knowledge rank the effectiveness of the means of media communication for your family

Medium No of Likeness

TV

Radio

Press

Billboards

Handbills

Direct Marketing

E-marketing

16

6

9

7

9

8

5

22. What is the most favorite TV channel and write the favorite programme in front of the channel name.

TV channel Favorite Programme

Rupavahini Rupavahini NEWS -8pm

ITN PABA- Family base programme

Swarnawahini LIVE @ 8- News

Sirasa Ran Depaya- Sinhala doubt Hindi programme

TNL RIDMA RAYAK- Entertainment Programme

23. What is the most favorite Radio channel and write the favorite programme in front of the channel name.

Radio Channel Favorite Programme

SIRASA FM Tarzan Baappa- Comedy Programme

HIRU FM Paththara Malli- Morning news paper evaluation

Lakh Hada Ranaviru Rathriya- entertainment programme for Military Personnel

44

Y FM Love Dreams- entertainment programme

24. What are the most favorite news papers?

Sunday Lankadeepa

Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina

15

12

11

10

10

Observer - 2

25. What is your most preferred colors (put 1 in front of highest preferred)

Camouflage Red Blue Yellow Orange

75 5 15 3 2

26. You’re more preferred language? Sinhala - 80 % English- 15% Tamil & Other - 5 %

45

7.2 Appendix C- Cost per package & channels per package

Source – (peotv, 2010)

46

7.3 Evidence of Market Research

47

8. Referencing

Daily News, 2009. PEO TV launches Ranaviru Pranama. [Online] Available at:

http://www.dailynews.lk/2009/08/24/bus07.asp [Accessed 24th March 2010].

Fernando, K. Military Information. [Interview] (Army headquarters, Colombo with P Perera 24th

February 2010.

Music.lk, 2009. Ranaviru Pranama’ from Sri Lanka Telecom PEO TV. [Online] Available at:

http://www.music.lk/club/showthread.php?t=14515 [Accessed 18th Febuary 2010].

PEO TV, 2008. Packages. [Online] Available at: http://www.peotv.com/images/advert.jpg [Accessed

20th March 2010].

PEO TV, 2008. The Best Way to Watch TV. [Online] Available at: http://www.peotv.com/index.php

[Accessed 21st March 2010].

SLT VisionCom, 2010. About Us- Our Vision, Mission and Values. [Online] Available at:

http://www.sltvisioncom.lk/about%20us.htm [Accessed 23rd March 2010].

SLT VisionCom, 2010. About Us- Relationship with SLT. [Online] Available at:

http://www.sltvisioncom.lk/relationship.htm [Accessed 15th March 2010].

SLT, 2010. About SLT. [Online] Available at: http://www.slt.lk/data/aboutslt/aboutslt.htm [Accessed

22nd Febuary 2010].

SLT, 2010. Our Profle. [Online] Available at: http://www.slt.lk/data/aboutslt/profile.htm. [Accessed

22nd Febuary 2010].

SLT, 2010. Subsidiaries. [Online] Available at: http://www.slt.lk/data/subsidiaries/subsidiaries.htm

[Accessed 4th March 2010].

SLT, 2010. Welcome to the Teleshop Online. [Online] Available at:

http://www.slt.lk/teleshop/inpages/services.asp?CategoryID=SEVS [Accessed 20th Febuary 2010].

http://www.dailynews.lk/2009/08/24/bus07.asp

http://www.music.lk/club/showthread.php?t=14515

http://www.peotv.com/images/advert.jpg

http://www.peotv.com/index.php

http://www.sltvisioncom.lk/about us.htm

http://www.sltvisioncom.lk/relationship.htm

http://www.slt.lk/data/aboutslt/aboutslt.htm

http://www.slt.lk/data/aboutslt/profile.htm.

http://www.slt.lk/data/subsidiaries/subsidiaries.htm

http://www.slt.lk/teleshop/inpages/services.asp?CategoryID=SEVS

48

Wenupriya Channel, 2008. Rana bima merune. [Online] Available at:

http://www.youtube.com/watch?v=Eh-DP0cu1JM&feature=related [Accessed 18th March 2010].

Wordpress.com, 2009. Independance Spirit. [Online] Available at:

http://sinhale.files.wordpress.com/2009/02/61st-independence.jpg [Accessed 24th March 2010].

Wijesinghe, T. PEO TV. [Interview] PEOTV Bambalapitiya with P Perera, 16h Febuary 2010.

Writeonit.org, 2010. Photomontage. [Online] Available at: http://www.writeonit.org/photomontage

[Accessed 23rd March 2010].

http://www.youtube.com/watch?v=Eh-DP0cu1JM&feature=related

http://sinhale.files.wordpress.com/2009/02/61st-independence.jpg

http://www.writeonit.org/photomontage

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