IMKC- APIIT

Integrated marketing communication

Executive Summary

The foremost purpose of this report is to develop an IMKC plan to promote PEO TV and

PEO Silver plus package.

In the introduction, the company background, its competitors who are dialog TV and LBN

will be identified and compared using different criteria. Then a primary research with the use

of questionnaires will be carried out for the target market. Basically the primary research will

be conducted for a sample of 30 people.

Mainly for the target market, the middle income earners from western, central and southern

province will be taken. Based on findings, target customers’ profile characteristics, message

expectations and media expectations will be identified and analysed accordingly and marcom

objectives and strategies are developed giving importance to these research findings.

Based on the objectives and strategies set up, the IMKC plan will be developed using

Marcom tools, particularly, Advertising mix, direct marketing mix, sales promotion mix and

public relations mix. And after developing the marcom mix activities, the budget will be

allocated for each mix by adhering to the limitation of Rs.30, 000,000. Finally the

implementation schedule and control and review methods will be established to measure the

position and the progress of the IMKC plan.

Asia Pacific Institute of Information technology Page 2


Acknowledgments

The author would like to thank the lecturer for the guidance and providing the necessary

assistance throughout the work period of this report.

Secondly the author would like to thank her parents for their constant support given.

The author would also like to thank the class mates, friends and the people who helped in

various ways in completing this report.

Last but not least the author would like to thank all the academic and non-academic staff of

the Asia Pacific Institute of Information Technology for the assistance provided with library,

laboratory and other facilities to complete this report on time.



Table of Contents

Executive Summary...................................................................................................................2

Acknowledgments......................................................................................................................3

Table of Contents.......................................................................................................................4

1. Introduction..........................................................................................................................10

1.1 Company Profile............................................................................................................10

1.2 PEO TV Packages..........................................................................................................11

1.3 Industry and competitor analysis...................................................................................12

1.3.1 Competitor analysis.................................................................................................12

2. Target audience analysis......................................................................................................13

2.1 Target product................................................................................................................13

2.2 Marketing strategy.........................................................................................................14

2.3 Target Market.................................................................................................................14

2.4 Target audience..............................................................................................................15

2.5 Critical members in target audience...............................................................................16

2.5 Target market segmentation...........................................................................................17

2.6 Size of the target market................................................................................................18

2.7 Size of the target audience other than the target market................................................19

3. Primary Research.................................................................................................................20

3.1 Customer Profile analysis..............................................................................................21

3.2 Familiarity analysis........................................................................................................22

3.3 Favourability analysis....................................................................................................24

3.4 Image analysis................................................................................................................26

3.5 Message expectation......................................................................................................27

3.6 Media Expectations........................................................................................................28



4. Marketing communication objectives..................................................................................34

4.1 Objective 1 (Increase awareness)...................................................................................35

4.2 Objective 2 (Increase interest and desire)......................................................................36

4.3 Objective 3 (increase interest and desire)......................................................................37

4.4 Objective 4 (Action).......................................................................................................37

5. Marketing communication strategy......................................................................................39

5.1 Conceptual mapping.......................................................................................................39

5.2 Positioning......................................................................................................................40

5.3 Message strategy............................................................................................................42

5.3.1Overall message plan...............................................................................................42

5.3.2 Objective related strategies.....................................................................................42

5.3.3 Message timing.......................................................................................................51

5.4 Media/channel strategy and Marcom mix strategy........................................................53

5.4.1Media channel strategy along with marcom mix strategies.....................................53

6. Marketing communication mix tools...................................................................................55

6.1 Advertising mix..............................................................................................................56

6.2 Direct marketing mix.....................................................................................................60

6.3 Public relations...............................................................................................................61

6.4 Sales promotions............................................................................................................62

7. Marketing Communication budget......................................................................................64

8. Implementation....................................................................................................................65

9. Review and control..............................................................................................................66

9.1Responsibility matrix......................................................................................................66

9.2 Reviewing and controlling methods...............................................................................68

10. Conclusion..........................................................................................................................69

11. Reference list......................................................................................................................70

12. Appendix............................................................................................................................71



Appendix A..........................................................................................................................71

Appendix B..........................................................................................................................78

Appendix C..........................................................................................................................80

Appendix D..........................................................................................................................83

Appendix E...........................................................................................................................85

Appendix F...........................................................................................................................86

Appendix G..........................................................................................................................93

Appendix H..........................................................................................................................94

Appendix I............................................................................................................................98



List of Tables

Table 1: Details of PEO TV packages.....................................................................................11

Table 2: Comparison between competitors..............................................................................13

Table 3: Justification of the target market................................................................................15

Table 4: Target market segmentation.......................................................................................17

Table 5: Target market calculation..........................................................................................18

Table 6: Target audience calculation.......................................................................................19

Table 7: Progressive time targets for objective 1.....................................................................35

Table 8: Progressive targets for objective 2.............................................................................36

Table 9: Progressive targets for objective 3.............................................................................37

Table 10: Progressive targets for objective 4...........................................................................38

Table 11: Positioning ranks......................................................................................................39

Table 12: Overall message plan...............................................................................................42

Table 13: Message strategy 1...................................................................................................43




Table 17: Message timing........................................................................................................52

Table 18: Message location......................................................................................................53

Table 19: Marcom mix strategy along with media channel strategy.......................................54

Table 20: TV advertising schedule..........................................................................................57

Table 21: Radio advertising schedule......................................................................................58

Table 22: Newspaper and magazine advertising schedule.......................................................58

Table 23: Posters and leaflet distribution .............................................................................58

Table 24: Cinema advertising..................................................................................................59

Table 25: Hoarding advertising................................................................................................59

Table 26: Website advertising ..............................................................................................59

Table 27: Direct marketing activities.......................................................................................61

Table 28: Public relations activities.........................................................................................62

Table 29: sales promotional activities......................................................................................63

Table 30: Master budget...........................................................................................................64

Table 31: Responsibility matrix ...........................................................................................67

Table 32: Reviewing and controlling method..........................................................................68



Table 33: Advertising budget ...............................................................................................96

Table 34: Direct marketing budget .......................................................................................96

Table 35: Public relations budget .........................................................................................97

Table 36: Sales promotion budget............................................................................................97

List of Figures

Figure 1: PEO TV packages.....................................................................................................11

Figure 2: Target product...........................................................................................................13

Figure 3: Income shares of Sri Lankan households 2009/2010...............................................14

Figure 4: Target audience.........................................................................................................15

Figure 5: Critical members in target audience.........................................................................16

Figure 6: Total target audience .............................................................................................19

Figure 7: Population and sample for primary research............................................................20

Figure 8: Customer profile characteristics based on the findings of the research...................21

Figure 9: Awareness level of SLT...........................................................................................22

Figure 10: Awareness level of PEO TV...................................................................................23

Figure 11: Awareness level of unique benefits and packages..................................................23

Figure 12: Favourability level towards SLT products.............................................................24

Figure 13: Favourability level towards PEO TV.....................................................................24

Figure 14: Favourability level of features and packages offered by PEO TV.........................25

Figure 15: Image analysis of PEO TV brand and PEO TV packages......................................26

Figure 16: Message expectations.............................................................................................27

Figure 17: Most preferred media type......................................................................................28

Figure 18: TV preferences.......................................................................................................29

Figure 19: Radio Preferences...................................................................................................30

Figure 20: Newspaper and magazine preferences....................................................................31

Figure 21: cinema preferences.................................................................................................32

Figure 22: internet preferences.................................................................................................32

Figure 23: Social network usage..............................................................................................33

Figure 24: Online registration for PEO TV..............................................................................33

Figure 25: company objective, marketing objective and Marcom objectives.........................34

Figure 26: Conceptual map......................................................................................................39

Figure 27: Current positioning map.........................................................................................40



Figure 28: Proposed positioning map......................................................................................41

Figure 29: Sample advertisement 1..........................................................................................44




Figure 33: Marcom mix strategy..............................................................................................53

Figure 34: Marketing communication mix tools......................................................................55

Figure 35: Advertising objectives............................................................................................56

Figure 36: Direct marketing objectives....................................................................................60

Figure 37: Objectives of Public relations.................................................................................61

Figure 38: objectives of sales promotions................................................................................62

Abbreviations

IMKC- integrated marketing communication

WP-Western province

SP-Southern province

CP- Central province

IPTV- Internet protocol Television



1. Introduction

1.1 Company Profile

Sri Lanka Telecom (SLT) is the nation's number one integrated communications service

provider and the leading broadband and backbone infrastructure services provider in the

country (SLT, 2012). SLT group has its own set of subsidiaries under which many

telecommunication solutions are being provided.

SLT Visioncom Pvt Ltd is one of these subsidiaries of SLT, which is the pioneer of providing

internet protocol television (IPTV) service for pay television industry in Sri Lanka. This

IPTV service technology which came into force under the brand name of ‘PEO TV’ was first

launched in September, 2008 with 36 channels and now has expanded up to 67 local and

international TV channels.(SLT Visioncom, 2012)

The vision and mission of SLT Visioncom can be shown as follows,

Vision

‘To be the leader in e-entertainment and e-Education Information Society in Sri Lanka’

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’

(SLT Visioncom, 2012)

According to PEO TV (2012), SLT PEO TV gives the opportunityfor its subscribers to enjoy

the best of local and international news and entertainment experience with special features

such as digital quality pictures, Time Shifted TV, Rewind TV and Video on Demand with

content such as movies, music, educational and many more.



1.2 PEO TV Packages

PEO TV offers 6 different packages under different prices which will cater to different

market segments.

Figure 1: PEO TV packages

Source: compiled by author based on PEO TV (2012)

Package Price Number of channels

PEO entertainment Rs.1399/= 42

PEO Silver Rs.799/= 40

PEO Silver plus Rs.999/= 47

PEO gold Rs.1399/= 54

PEO Platinum Rs.1799/= 61

PEO Titanium Rs.1999/= 67

Table 1: Details of PEO TV packages

Source: compiled by author based on PEO TV (2012)


PEO TV Packages

PEO entertainment

PEO silver

PEO silver plus PEO gold

PEO platinum

PEO Titanium


1.3 Industry and competitor analysis

PEO TV is operating in the industry of Pay television of Sri Lanka where there are only few

companies can be seen. Since it is an oligopoly market, there is price rigidity among the

competitors and entry barriers are high due to high initial cost and price wars. Compared with

other countries in the South Asian region, the Sri Lankan Pay television industry lags way

behind. In Sri Lanka a major negative factor for the Pay-Tv industry is that there is no one

regulatory or governing body to lead and to guide the sector. (Palawinna, 2009)

However, even with the said disadvantages, this industry is now booming rapidly with three

main operators Dialog TV, LBN and PEO TV. These two are the main competitors of PEO

TV which provide similar service with a different technology (Satellite TV). Only PEO TV

brand provides the IPTV technology in Sri Lanka.

1.3.1 Competitor analysis

The following table compares PEO TV with its main competitors.

PEO TV Dialog TV LBN

Packages Refer table 1

- Pearl

- Thee

- Diamond

- Emerald

- Gold

- Digital premium

- Digital Tamil

- Digital plus

- Basic

Prices Refer table 1 - Rs. 699.00

- Rs. 729.00

- Rs.1,099.00

- Rs.1,649.00

- Rs. 1,949.00

- Rs.1599

- Rs.1199

- Rs.999

- Rs.699

Logo

Tagline ‘The best way to

watch TV’

- ‘Seeing is believing’

Coverage Selected areas from all

the districts of Sri

Island wide Colombo, Nivasipura,

Wattala, Ekalanda,



Lanka Mattakuliya,

Raddolugama,

Negombo,

NuwaraEliya,

Beruwala, Jaffna,

Trincomalee

Marketing approach Niche marketing Mass marketing Niche marketing

Value added services - digital quality

pictures

- Time Shifted TV

- Rewind TV to

play pause live

TV

- Video on

Demand

- Rescan option

- Personal video

recording

- Check your

dialog TV bill

- Activating day

pass

- Online payments

- TV guides

- Parental locks

Table 2: Comparison between competitors

Source: compiled by author based on LBN, PEO TV, Dialog corporate websites (2012)

2. Target audience analysis

2.1 Target product

PEO TV currently offers six packages for their subscribers. For the purpose of this report,

only PEO Silver plus package will be taken to construct the integrated marketing

communication plan for the period of 1/7/2012 to 31/12/2012.

Figure 2: Target product

Source: compiled by

Author


47 channels

Rs.999/=

PEO Silver plus


2.2 Marketing strategy

The marketing strategy that will be used to promote PEO silver plus is niche marketing

strategy where only a specific niche or a segment is selected for the purpose of promotion.

Therefore PEO Silver plus will be targeted at middle income earners who are living in

western, southern and central provinces. The niche market taken here is the SLT megaline

users.

2.3 Target Market

The main target market considered here is Sri Lankan middle income families who reside in

western, southern and central provinces and who are using SLT megaline service as their

telecommunication service provider. For a family to purchase a PEO TV package, they need

to have a SLT megaline connection. Therefore only SLT megaline users will be considered

here.

When considering the coverage of SLT megaline, many cities from the Western, southern

and central provinces are being covered by SLT. Therefore many potential customers can be

identified from these provinces than other provinces. (SLT, 2012)

According to department of census and statistics (2010), Western, central and southern

provinces have high mean household

incomes out of other provinces for which

SLT megaline services are being

provided.And the below figure indicates

that, out of three income group middle

income has 41.4% of income share.

Therefore after considering these statistics

taking middle income families would be

more appropriate since PEO silver plus is

reasonable and affordable in price.

Figure 3: Income shares of Sri Lankan households 2009/2010

Source: Department of census and statistics (2010)



Western province Central province Southern province

Mean Income (Rs.) 47,118 31,895 32,514

Household Population (Millions)

6.0 2.6 2.5

Middle income share 41.7% 42.2% 45.8%

SLT megaline coverage

Approximately 100 cities



Table 3: Justification of the target market

Source: compiled by author based on Department of census and statistics (2010) and SLT (2012)

2.4 Target audience

Figure 4: Target audience

Source: compiled by author

The above figure indicates the target market which consists of actual buyers and the target

audience which consists of actual buyers and other groups which influence the purchase

decision.


Target audience

Father, Mother, Children

Neighbours, grandparents,

Family friends,

People who currently using PEO TV

Relatives

Target Market

Middle income households


2.5 Critical members in target audience

Figure 5: Critical members in target audience

Source: Compiled by author

The above figures show the critical members in the target audience. Mainly the most

important types of members who affect the purchase decision are initiator, decider and

influencer. Therefore Parents, Friends, relatives and siblings, children and Current PEO

TV users can be taken as most critical members.


PEO Silver Plus

Initiator (Children and parents)

Influencer (Family friends, Neigbours, Relatives, Current

PEO TV users)

Decider (Parents)

Buyer (Father/Mother)

User (Family members)

Gate keeper (Grandparents,

relatives, Friends)


2.5 Target market segmentation

Segmentation Segmentation bases Description

Geographic Country

Sri Lanka

SLT PEO TV is the pioneer in providing Pay

television services to Sri Lanka under the

technology of IPTV. Therefore mainly PEO TV’s

target market is constituted within Sri Lanka.

Province

Western Province

Central Province

Southern Province

People who reside in Western, Central and

Southern provinces are targeted based on SLT

megaline coverage, High population and middle

income share.

Demographic Gender

Male/Female

Buyer of PEO TV could be either father or mother.

Therefore both male and female are taken for the

target market.

Age

20-45

People who are in the age of 20-45 are targeted

since they are the people who have the potential of

purchasing PEO TV.

Monthly Family

Income

Rs. 50,000-100,000

The target market mainly consists of middle

income earners. Therefore the monthly income

range would be Rs. 50,000- 100,000.

Psychographi

c

Life Style In most of the middle income families both father

and mother are working. Therefore these families

are having a busy lifestyle.

Behavioral User Benefits PEO TV silver plus will be targeted at people who

seek for maximum benefits for a reasonable price.

This package offers 47 essential and most popular

TV channels at a cheaper price.

Table 4: Target market segmentation




2.6 Size of the target market

Western province Central province Southern province

Household population 6 million 2.6 million 2.5 million

Average members in a family

4.1 4 4.1

Number of households

1.46 Million 0.65 Million 0.61 million

Middle income share 41.7% 42.2% 45.8%

Number of middle income households

0.608 million 0.274 million 0.279 million

Fixed and mobile telephone distribution

percentage for households

42.7% 28.2% 25.9%

Number of middle income households

which use SLT megaline

0.25 million 0.077 million 0.072 million

Total target market 0.399 million households

Table 5: Target market calculation

Source: Compiled by author based on department of census and statistics (2010)

Note:

1. It is assumed, for the purpose of this report, that all the people who have fixed telephone

connections uses SLT megaline as their service provider.

2. It is assumed that fixed and mobile telephone distribution percentage given above is in

terms of middle income households.



2.7 Size of the target audience other than the target market

Target audience consists of the parties who influence the purchasing decision of the target

market. Other than the middle income families computed in the table 5, the target audience

will be computed based on set of assumptions, as follows.

Assumptions

1. 5 family friends will influence the purchase decision of one household

2. 3 relatives and siblings will influence the purchase decision of one household

3. 4 PEO TV users will influence the purchase decision of one household

Influencing parties Target audience calculation Total

Family friends 0.399 * 5 1.995

Relatives and siblings 0.399 * 3 1.197

PEO TV users 0.399 * 4 1.596

Total influencers 4.788

Table 6: Target audience calculation


Figure 6: Total target audience Source: Compiled by author


Target market 0.399

million

Target influencers

4.788 million

Total target audience

5.187 Million


3. Primary Research

A primary research using questionnaires was conducted prior to the analysis in order to find

out the target audience profile characteristics, level of familiarity, level favourability, current

product positioning status, Message expectations and media expectation. Based on the

findings of the research, IMKC plan will be constructed. The sample size of the target

audience that was selected for the research will be as follows,

Figure 7: Population and sample for primary research



Target Audience

Sample Target Audience (35)

Qustionnaires (30)

Interviews (5)


3.1 Customer Profile analysis

Based on the research findings (Refer Appendix B), target audience profile characteristics

were found successfully. These findings will be helpful to understand the target audience well

and construct the IMKC plan accordingly.

40%

27%

33%

Place of residence

Western provinceCentral provinceSouthern province

Figure 8: Customer profile characteristics based on the findings of the research



Married83%

Not married17%

Marital status

17%

27%

37%

10%

10%

No. of members in a family

2345Above 5

7%

50%

33%

10%

Income level

Below 50,000 50,000-75,000

75,000-100,000 100,000-125,000

Above 125,000

3% 3%

43%

33%

17%

Working Status

unemployedSeeking employmentEmployed in private sectorEmployed in Public sectorOther

17%

33%30%

17%

3%

Age

20-2526-3536-4546-55Above 55


According to above graphical analysis which was done based on the primary research

findings, most of the respondents were in the age of 26- 45. 83% were married and 77% were

employed. 50% of the target market is from the income level of Rs.50, 000- 75,000 who

ultimately fall into the category of middle income earners. These middle income earners have

the potential to purchase PEO TV silver plus package since it is low in price. Most of the

target market respondents reside in western province and high number of respondents has 3

or 4 people in the family. Therefore PEO Silver plus will be appropriate since it provides

most of the local and international channels that are appropriate for smaller families where

only 2 children and parents are there.

(Refer Appendix B for findings of customer profile characteristics of primary research)

3.2 Familiarity analysis

Before developing the IMKC plan, it is important to identify the current familiarity level of

PEO TV for its target customers. If the level is low then the plan should be constructed in a

way that will increase the level of awareness.

According to the figure 9, Awareness level of

SLT seems to be very high. In the Overall

familiarity analysis in Appendix C, the

percentage of overall awareness level of SLT

was calculated as 91%.

Figure 9: Awareness level of SLT

Source: Compiled by author based on findings of the research


63%

37%

Awareness level of SLT

highly AwareAware to Great ExtendSomewhat AwareSlightly AwareNot Aware at all


Familiarity level of PEO TV among target

customers seems to be high according to the

figure 10 shown. According to Appendix C,

overall familiarity level of PEO TV is 82%.


Target market customers are only

slightly aware of the unique benefits

and packages of PEO TV. According

to Appendix C, overall awareness level

of unique benefits and packages were

46%. Through necessary awareness

programmes the company need to

make people aware about the PEO TV

packages and its benefits.

Figure 11: Awareness level of unique benefits and packages


Overall Brain share

Overall brain share captured from the target audience is 73% according to overall familiarity

level table placed in appendix C. This figure is somewhat favourable to the company. the

overall brain share has been reduced due to low awareness level of PEO TV unique benefits

and packages. Therefore IMKC plan should be built focusing more on creating awareness

about the benefits and packages of PEO TV.

(Refer Appendix C for findings of Primary research)


3% 3%

94%

Awareness level of PEO TV

highly Aware

Aware to Great Extend

Somewhat Aware

Slightly Aware

Not Aware at all

13%

17%

27%

27%

17%

Awareness level of unique benefits and packages

highly Aware

Aware to Great Extend

Somewhat Aware

Slightly Aware

Not Aware at all


3.3 Favourability analysis

This analysis indicates how much PEO TV is favourable to its customers. High favourability

level helps the company to capture more heart share of the target audience and therefore to

assess the overall heart share of PEO TV, analysing the level of favourability of target

customers towards PEO TV is important.

According to the figure 12, level favourability of

target customers towards SLT products is high. In

the Appendix D the overall favourability for SLT

products was computed as 70%. Since SLT is one

of the prestigious companies with a history, People

seem to be more relying on SLT products.

Figure 12: Favourability level towards SLT products


The figure 13 indicates that most of target

customers are favourable to PEO TV to a great

extent. According to Appendix D, the overall

Favourability towards PEO TV is 67%. This

figure is neither good nor a bad figure.

Therefore the company needs to improve the

favourability of the PEO TV brand by

enhancing the quality of the service.

Figure 13: Favourability level towards PEO TV



37%

30%

20%

13%

level of favourability towards SLT products

Highly favorableFavorable to a great extentSomewhat favorableSlightly FavorableNot favorableat all

20%

43%

27%

3%7%

level of favourability towards PEO TV

Highly favorable

Favorable to a great extent

Somewhat favorable

Slightly Favorable

Not favorable at all


As it was shown in the figure 14,level of

favourability towards PEO TV features and

packages is very low. According to Appendix

D, the overall favourability towards features

and packages is 38%. Therefore the marketing

communication team needs to take certain

actions to increase the level of favourability for

PEO TV packages.

Figure 14: Favourability level of features and packages offered by PEO TV


Overall heart share

In order to capture the heart of the target customers, the company need to have a high

favourability level coming from its target customers. The overall Favourability level

calculated in Appendix D is 58%. This is a relatively low figure. Therefore the IMKC plan

needs to be directed at increasing favourability level of PEO TV and its packages.

(Refer Appendix D for findings of Primary research)


10%

13%

20%

27%

30%

level of favourability towards features and packages offered by PEO TV

Highly favorable

Favorable to a great extent

Somewhat favorable

Slightly Favorable

Not favourable at all


3.4 Image analysis

The image analysis is prepared with the use of current familiarity level and the Favourability

level of PEO TV brand and its packages which was identified under previous headings.

Figure 15: Image analysis of PEO TV brand and PEO TV packages


According to the image analysis above, PEO TV brand stands in between high familiarity and

high favourability levels. Moreover according the above figure, the company is expecting to

increase the favourability of the PEO TV brand by implementing an appropriate IMKC plan.

When considering the PEO TV packages, it can be seen that it has a low level of familiarity

and favourability. Therefore the most important step that should be taken is to increase the

level of familiarity and favourability of PEO TV packages.


High Favourability (Above 50%)

Low Favourability (Below 50%)

Low Familiarity (Below 50%)

High Familiarity (Above 50%)

Curren

Expected

PEO TV packages

PEO TV packages

Current

Expected


3.5 Message expectation

Through the Primary research, the author has identified different message expectations of

customers. These findings will be useful to create the message content for the IMKC plan.

Figure 16: Message expectations

Source:

Compiled by author based on findings of the research

According to above graphical analysis,

it can be seen that most of the target

customers prefer multi-colour messages

than black and white messages. Most of

the respondents prefer both Sinhala and

English languages in promotional

messages and 20% prefer only English promotional messages.

When it comes to celebrity appearance preference, it can be noted that many people like to

see celebrities in promotional messages and mostly models and sports celebrities will be


83%

17%

Colour Preference

Multi coloursBlack and White

73%

27%

Celebrity Appearance

YesNo

23%

17%

20%

40%

Types of celebrities

Sports celebrityMovie starSingersModel

10%

7%

60%

23%

Message content

Text only

Image only

More text and fewer images

Few text and more images

Both image and text equally


preferred. In regarding the message content, most of the people from target market prefer

promotional messages with few texts and more images.

After considering the above message expectations of the target market, the IMKC team need

to produce the message content and promotional messages using multi colours with few texts

and more images. And the use of both Sinhala and English languages will be an added

benefit.

(Refer Appendix E for research findings)

3.6 Media Expectations

Different people prefer different media channels and Programmes according to their level of

taste, preference, family influence, education level and etc. Therefore before building the

IMKC plan, it is important to identify the media expectations of the target market in order to

direct the marketing communication tools in the correct way.

According this figure, most preferred media

types by target customers are television and

newspapers/magazines. Therefore when

building the IMKC plan the team need to

focus more on advertising using these

preferred media types.

Figure 17: Most preferred media type



30%

14%

24%

14%

18%

Most preferred media type

TV

Radio

Magazines and Newspaper

Billboards

Internet


Figure 18: TV preferences


According to the above graphical analysis, most of the respondents prefer night to watch

television. The main reason for this fact would be that in most of the middle income families

both mother and father are working. Therefore the only time they get to watch TV is during

the night.

Most preferred channels according to the research findings are Sirasa TV and Swarnavahini

and most preferred programmes are News first, Live at 8, Lakshapathi, Bharyavo and

Duwaru. Based on these findings the IMKC team can advertise about PEO TV and its

packages during these most preferred programme hours.


13%

20%

67%

Most preferred time for TV

MorningAfternoonNight

Kopi Kade8%

Atapattama7%Sihina Piyapath

4%Rupavahini news

4%

Lakshapathi10%

Bharyavo8%

News 1st11%

Sirasa kumariya6%

Live at 811%

Duwaru9%

Liya Sewana7%

Derana dream star9%

Ada derana3%

MTV news2%

Most Preferred TV programmes

26%

31%11%

11%

9%

12%

Most Preferred TV channels

SirasaSwarnavahiniMTVRupavahiniITNDerana


Figure 19: Radio

Preferences


The above figures indicate the radio preferences of the target market. They mainly prefer to

listen to the radio in the morning and afternoon. Working people might be listening to the

radio while driving to the office. Therefore most of them prefer these times of the day to

listen to the radio. Most of the respondents prefer hirufm and sirasafm as their favourite radio

channels. And Tarzan bappa, Breakfast drive, balumgala, Sooriyasirasa are some of the

highly preferred radio programmes. Therefore the radio advertisements for PEO TV can be

broadcasted during these radio programme hours.


40%

53%

7%

Most preferred times for Radio

MorningAfternoonNight

24%

31%11%

11%

13%

10%

Most preferred radio channels

Sirasa FMHiru FMGold FMNeth FMYES FMDerana FM

Sooriya sirasa14%

Tarzan bappa13%

Breakfast drive19%

Pati Roll10%

Balumgala16%

Paththara malli8%

Morning show15%

Total request show5%

Most preferred radion programmes


Figure 20: Newspaper and magazine preferences


According to the research findings, most of the

respondents of the target market read lakbima,

Sunday times and LMD and HI magazines.

And their most preferred sections of the

newspaper are classified, business/financial

section and the political section. Most of the

respondents purchase newspapers every weekend. Therefore, when putting newspaper

advertisements, the team has to focus on more weekend newspapers.


16%

18%

13%19%

13%

8%

13%

Most preferred newspapper and magazines

Lankadeepa Lakbima

Sunday Observer Sunday Times

Daily News Hi Magazine

LMD magazine

27%

18%

26%

29%

Most preferred section of the newspaper

Business/financialSportsPolitical Classifieds

40%

60%

Frequency of purchasing newspapers

DailyEvery Weekend Monthly


Figure 21: cinema preferences


According to the above graphical explanation, most of the people of the target market visit

cinemas in the weekend and their most preferred time slot are the evening and night shows.

Therefore when carrying out cinema advertising, the team has to more focus on these time

slots.

Figure 22: internet preferences


Most of the respondents uses internet for different purposes and their most preferred websites

are adaderana.lk and dailymirror.lk.


23%

77%

Days of visiting cinemas

Week daysWeekend

73%

27%

Use of internet

Yes No

40%

47%

13%

Most visited websites

Adaderana.lkDailymirror.lkElakiri.com

20%

33%

47%

Most preferred time slots for cinema

MorningafternooneveningNight


Most of the respondents of the target

market use Facebook and twitter as

their social networks. Therefore IMKC

team can carry out promotional

campaigns in these social networks as

well.

Figure 23: Social network usage


According to research findings, most of

the respondents in the target market prefer

online registration for

PEO TV.

Figure 24: Online registration for PEO TV


(Refer appendix F for primary research findings)


56%30%

14%

Social network usage

FacebookTwitterYoutube

77%

23%

Online registration of PEO TV preference

Yes No


4. Marketing communication objectives

Marketing communication objectives are set up based on the Primary research findings which

were analysed in the previous chapter. Based on these findings, the team will identify about

what should be improved, how the promotional campaign should be carried out and how it

will be implemented. For that purpose, the marketing communication objectives will be set

up according to the AIDA model while meeting with the SMART specifications.

Figure 25: company objective, marketing objective and Marcom objectives

Source: Compiled by author based on SLT Visioncom (2012)


Company objectiveTo provide our customers with the world’s best and most innovative Media Services, Products, Technologies and Customer Support.

Marketing objectiveTo become the market leader of Pay television industry while increasing market share by 20% in next 3 years.

Marketing communication objectives 4 objectives will be constructed based on AIDA model, giving consideration to research findings.


4.1 Objective 1 (Increase awareness)

“To increase the level of target customer awareness of PEO-Silver plus from 46% to 70% within

the next six months, thus increasing the overall awareness level of the PEO TV brand from

current 73% to 90% within the time period of 1/7/2012 to 31/12/2012”

Objective justification

Currently the target customer awareness of the PEO TV packages is very low according to

primary research findings analysed in the previous chapter. These packages only hold an

awareness level of 46% currently. As a result of this low level of awareness of PEO TV

packages, the overall brain share or the overall awareness level of PEO TV is also in a low

level. Therefore there is a need to increase the level of awareness of the PEO Silver plus by

24% and PEO TV brand by 17%.

Geographical and time targets (PEO Silver plus)

Time Span WP CP SP Total Cumulative

Total

01/07/12 – 31/07/12 1% - 1% 2% 2%

01/08/12 – 31/08/12 1% 1% 1% 3% 5%

01/09/12 – 30/09/12 2% 1% 1% 4% 9%

01/10/12 – 31/10/12 1% 2% 1% 4% 13%

01/11/12 – 30/11/12 2% 1% 2% 5% 18%

01/12/12 – 31/12/12 2% 2% 2% 6% 24%

Geographical and time targets (Overall PEO TV brand)


Total

01/07/12 – 31/07/12 1% - - 1% 1%

01/08/12 – 31/08/12 1% - 1% 2% 3%

01/09/12 – 30/09/12 2% 1% - 3% 6%

01/10/12 – 31/10/12 1% 1% 1% 3% 9%

01/11/12 – 30/11/12 - 2% 2% 4% 13%

01/12/12 – 31/12/12 1% 1% 2% 4% 17%

Table 7: Progressive time targets for objective 1




4.2 Objective 2 (Increase interest and desire)

“To increase the level of target customer favourability towards PEO TV brand from 67% to

85% within the next six months, commencing from 1/7/2012 to 31/12/2012”


According to research findings the current level of favourability towards PEO TV brand is

67%. In order to become the market leader of the pay television industry, the PEO TV brand

needs to have a high heart share or high favourability from its target customers. Therefore

from this objective it is expected to increase the favourability level of PEO TV brand by 18%

within next six months.

Geographical and time targets


Total

01/07/12 – 31/07/12 1% - - 1% 1%

01/08/12 – 31/08/12 - 1% 1% 2% 3%

01/09/12 – 30/09/12 1% 1% 1% 3% 6%

01/10/12 – 31/10/12 1% 1% 1% 3% 9%

01/11/12 – 30/11/12 - 2% 2% 4% 13%

01/12/12 – 31/12/12 2% 1% 2% 5% 18%

Table 8: Progressive targets for objective 2




4 .3 Objective 3 (increase interest and desire)

“To increase the level of target customer favourability towards PEO Silver plus package

from 38% to 60% within the next six months, commencing from 1/7/2012 to 31/12/2012”


The current level of target market favourability towards PEO TV packages is in a very low

position which 38%. In order to increase the overall hear share, thereby to become the market

leader, the IMKC team need to increase the level favourability towards PEO TV packages.

The objective expects to increase the level of favourability towards PEO Silver package by

22%.

Geographical and time targets


Total

01/07/12 – 31/07/12 1% - - 1% 1%

01/08/12 – 31/08/12 - 1% 1% 2% 3%

01/09/12 – 30/09/12 1% 1% 1% 3% 6%

01/10/12 – 31/10/12 2% 1% 1% 4% 10%

01/11/12 – 30/11/12 1% 2% 2% 5% 15%

01/12/12 – 31/12/12 2% 3% 2% 7% 22%



4.4 Objective 4 (Action)

“To increase the average number of online registrations preference for PEO TV from 77% to

90% within next six months and thereby increase the number of online registrations for PEO

TV by 20% within the period of six months commencing from 1/7/2012 to 31/12/2012”




Increasing the familiarity and the favourability alone itself will not help the company to

increase the market share. They need to make target customers act upon them and purchase

more PEO TV packages. Therefore increasing the number of preferences for online

registration will automatically increase the number of online registrations. Thereby, the

company will be able to capture more market share. This objective expects to increase the

online registration preference from its current position of 77% to 90% and thereby increase

the number of online registrations by 20%.

Geographical and time targets (Online registration preference level)


Total

01/07/12 – 31/07/12 1% - - 1% 1%

01/08/12 – 31/08/12 - - 1% 1% 2%

01/09/12 – 30/09/12 - 1% 1% 2% 4%

01/10/12 – 31/10/12 1% 1% 1% 3% 7%

01/11/12 – 30/11/12 1% 2% 1% 4% 11%

01/12/12 – 31/12/12 1% 1% - 2% 13%

Geographical and time targets (number of online registrations)


Total

01/07/12 – 31/07/12 1% - - 1% 1%

01/08/12 – 31/08/12 - 1% 1% 2% 3%

01/09/12 – 30/09/12 1% 1% 1% 3% 6%

01/10/12 – 31/10/12 2% 1% 1% 4% 10%

01/11/12 – 30/11/12 1% 2% 2% 5% 15%

01/12/12 – 31/12/12 2% 3% - 5% 20%





5. Marketing communication strategy

5.1 Conceptual mapping

Through the primary research findings, different attributes of Pay television was identified

and each respondent was asked to rate the each attribute using number 1 to 5. Number 1 will

have a least rating while number 5 will have the most rating. The following table analyses the

overall ratings of attributes of PEO TV along with its competitors.

Brand

Attributes

DialogTV

LBN PEO TV

Availability 3 5 4 Price 4 4 4

Channels offered 5 5 3Brand recognition 5 2 5Customer Service 4 3 2

Table 11: Positioning ranks

Source: compiled by author based on research findings stated in Appendix G

Based on above positioning ranks the following conceptual map can be prepared,

Figure 26: Conceptual map

Source: compiled by author based on research findings stated in Appendix G


Availability

Price

Channels offeredBrand recognition

Customer Service

0

5

Dialog TVLBNPEO TV


Based on above findings it can be identified that PEO TV lacks the positioning rank in

attributes such as channels offered and customer service unlike in Dialog TV and LBN.

Therefore the company needs to focus more on improving these attributes of PEO TV.

5.2 Positioning

When purchasing a pay television package the mostly analysed attributes are price, brand

recognition and the channels offered. But mostly prices are almost similar in every brand.

Therefore brand recognition and channels offered attributes are taken for the purpose of

analysing the positioning status of PEO TV and its competitors.

Current Positioning map

Figure 27: Current positioning map



High brand recognition

High number of Channels offered

Low number of Channels offered

Low Brand recognition


According to the above positioning map PEO TV has positioned its products which have high

brand recognition. But it has not been able to position its products under high number of

channels offered attribute. When considering the Dialog TV it has both high brand

recognition and high number of channels. Therefore the company need to improve the

number of channels offered by PEO TV in order to become the market leader.

Positioning Strategy

In order to capture more market share and become the market leader of the pay television

industry, the company need to focus on an effective positioning strategy. Since the PEO TV

has unique features when compared to other competitors (Refer table 2), it can use the

product feature and benefits positioning strategy to position the brand in the minds of the

target market. Moreover the company can make customers aware about the new channels that

have been added to the TV guide and position it as a brand that offers high number of

channels. The below diagram shows the proposed Positioning map for PEO TV,

Figure 28: Proposed positioning map



High brand recognition

High number of Channels offered

Low number of Channels offered

Low Brand recognition


5.3 Message strategy

Overall message strategy will be constructed based on the primary research findings which

explain the target customer message expectations.

5.3.1Overall message plan

According to the primary research findings the most preferred languages are English only and

English and Sinhala only. Therefore messages are created giving more importance these

preference types.

AIDA Model

Message type & Objective

Number of messages

Sinhalaonly

Englishonly

Tamil only

English and

Sinhala only

All Total

Awareness Familiarity related messagesObjective 1

10 22 9 36 8 85

InterestDesire

Favourability related messagesObjective 2 and 3

10 15 10 19 8 62

Action Reminder messages Objective 4

10 10 10 6 5 41

Total 30 47 29 61 21 188

Table 12: Overall message plan


5.3.2 Objective related strategies

The messages must be constructed according to the objectives set up in the previous chapter.

When designing the message according to each objective, the team needs to define the

message content, structure, format, timing and locations of the each message.



Message strategy 1 (According to objective 1)

“To increase the level of target customer awareness of PEO-Silver plus from 46% to 70% within

the next six months, thus increasing the overall awareness level of the PEO TV brand from

current 73% to 90% within the time period of 1/7/2012 to 31/12/2012”

Message Element Sub Element Description

Content Theme Unity of the family

Attention Getter ‘Best channels offered for a reasonable price with

PEO silver plus package’

Appeal Emotional appeal which concerns about unity of the

family is used here.

Unique Selling

Proposition (USP)

Family unity is emphasized throughout the message

by giving the message that PEO silver plus offers

wider range of channels that can be watched by

everyone in the family.

Format Language The most preferred languages by target customers

are both Sinhala and English according to primary

research.

Celebrity Family of celebrities will be used to convey the

message of family unity.

Sounds More relaxing music will be used for the message

since it affects the togetherness of the family.

Colour Most of the target customers prefer multi-color

rather that black and white. Therefore more

colourful backgrounds will be used.

Source Group of people are used.

Timing

Location

Table 13: Message strategy 1




Sample advertisement for message strategy 1

Figure 29: Sample advertisement 1

Source: Compiled by Author




“To increase the level of target customer favourability towards PEO TV brand from 67% to

85% within the next six months, commencing from 1/7/2012 to 31/12/2012”



Attention Getter ‘Save your time with PEO TV Rewind TV facility’

Appeal Rationale appeal which concerns about features of

the PEO TV.

Unique Selling

Proposition (USP)

The unique features and benefits of the PEO TV will

be emphasized in the message to increase the

favorability towards the PEO TV brand.



research.

Images For this message, the images of the features will be

used along with texts which emphasize the family

unity.






Source Group of people are used.

Timing

Location





Sample Advertisement for message strategy 2


Source: Compiled by Author




“To increase the level of target customer favourability towards PEO Silver plus package

from 38% to 60% within the next six months, commencing from 1/7/2012 to 31/12/2012”



Attention Getter ‘Stay updated with latest global news regarding any

subject you want’

Appeal Rationale appeal which concerns about features of

the PEO TV.

Unique Selling

Proposition (USP)

Coverage of information about the countries from all

over the world.



research.

Images For this message, the images of the channels offered

will be used along with texts which help to increase

the favorability of the PEO silver plus package.






Source Group of people are used including celebrities and

models.

Timing

Location










Message Strategy 4 (According to objective 4)

“To increase the average number of online registrations preference for PEO TV from 77% to

90% within next six months and thereby increase the number of online registrations for PEO

TV by 20% within the period of six months commencing from 1/7/2012 to 31/12/2012”



Attention Getter ‘Feel the convenience by Subscribing PEO TV

through online registration’

Appeal Rationale appeal which concerns about Convenience

of subscribing PEO TV online.

Unique Selling

Proposition (USP)

Online URL will be given in order to increase the

convenience.



research.

Images and texts For this message, the images of the URL and online

registration form will be given along with texts

which help to increase the number of online

registrations.






Source Group of people are used including celebrities and

models.

Timing

Location












5.3.3 Message timing

TV

TV Channel TV program Time

ITN Kopi Kade Sunday 8.00 P.M

Atapattama Wednesday 7.30 P.M

SihinaPiyapath Mon- Fri 8.30 P.M

Rupavahini Rupavahini news Every day 8.00 P.M

Sirasa Lakshapathi Mon-Tue 9.00 P.M

Bharyavo Mon-Thursday 9.00 P.M

News 1st Everyday 7.00 P.M

Sirasakumariya Friday 9.00 P.M

Swarnawahini Live at 8 Everyday 8.00 P.M

Duwaru Mon-Friday 8.30 P.M

LiyaSewana Saturday 6.00 P.M

Derana Derana dream star Saturday and Sunday 8.30 P.M

Ada derana Everyday 8.00 P.M

MTV MTV news Everyday 10.00 P.M

Radio

RadioChannel program Time

Sirasa FM Sooriyasirasa Mon-Friday 8.00- 10.00 A.M

Tarzan bappa Mon- Friday 04.00-06.00 PM

Hiru FM Breakfast drive Mon- Friday 07.00- 10.00 AM

Pati Roll Mon- Friday 04.00-6.00 PM

Neth FM Balumgala Mon- Friday 6.50- 7.50 A.M

Paththaramalli Mon- Friday 7.45- 8.30 A.M

YES FM Morning show Mon- Friday 6.00-10.00 A.M

Total request show Mon- Thursday 4.00- 8.00 P.M



News Paper Advertising

News Paper Frequency

Lankadeepa Weekend and daily

Lakbima Weekend

Sunday Times Weekend

Magazines Advertising

Hi magazine Monthly

LMD Monthly

Others types of messages

Cinema Ads Weekends

E-mail Promotions Daily

Facebook promotions monthly

Website advertisements

Website Time

Adaderana.lk Daily

Dailymirror.lk Daily

Elakiri.com Daily

Table 17: Message timing


5.3.4 Message locations

Media type Media Location

Broadcasting media TV

Radio

Website advertising

Preferred media channels as it

was mentioned in table 17.

Print media Newspapers and magazines Preferred newspapers and

magazine mentioned in table 17.

Hoardings Victoria bridge

Mt.Lavinia



Peliyagada

Colombo-Galle route

Colombo- Kandy route

Posters and Leaflets Nugegoda City

Borella junction

Kandy city

Matara town

Townhall bus stand

Table 18: Message location


5.4 Media/channel strategy and Marcom mix strategy

Here mainly the strategies that concern media channels along with Marcom mix strategies are

considered.

Figure 33: Marcom mix strategy

Source: compiled by authors


Marcom mix strategy

Personnel communication

strategies

Public relations

Direct marketing

Personnel selling

Non personnel communication

strategies

Advertising

Sales promotions


5.4.1Media channel strategy along with marcom mix strategies

Although there are 5marcom mix strategies, for the purpose of promoting PEO Silver plus

package, only the Advertisements, Sales promotions , public relations and direct marketing

will be taken.

Marcom mix strategy

Advertisements

TV and radio advertisements based on most preferred media channels

Newspaper and magazine advertisements

Cinema advertisements

Hoarding advertisements

Website advertisements on most visited websites of target customers

Direct Marketing

Direct marketing on Facebook, twitter and You tube

Email marketing campaigns

Sales promotions

Promotion for Customers

Provide free channels for a specific period when a target customer purchase

PEO silver plus package

Free installation fee for non SLT users for a specific time period

Public relations

Donations to charity

Giving sponsorships to events

Table 19: Marcom mix strategy along with media channel strategy






6. Marketing communication mix tools

Marketing communication mix consists of a group of tools that can be used to achieve

marketing objectives. Out of those marcom mix tools, for the purpose of promoting PEO

silver plus package, only advertising, sales promotions, public relations and direct marketing

mix tools are considered.

Figure 34: Marketing communication mix tools


In order to capture more market share the IMKC team needs to more focus on awareness

building. Therefore the budget would be allocated more for advertising, direct marketing and

public relations.


Marcom mix tools

Advertising 60%

Direct marketing 10%

Public relations 10%

Sales promotion 20%

Personnel selling 0%

Awareness building

Persuasion


6.1 Advertising mix

The main objective of advertising is to create and increase the awareness and favourability of

PEO TV packages and PEO TV and thereby increase and capture the overall brain share of

the target customers.

The advertising objectives for PEO TV and PEO silver plus package can be listed down as

follows,

Figure 35: Advertising objectives



Objective

1

To increase the awareness level of PEO TV brand

Objective

2

To increase the awareness level of PEO silver plus

Objective

3

To increase the awareness of unique benefits of PEO TV

Objective

4

To retain the current customers by making aware about the new features and channels of PEO TV


Advertising schedules

TV advertising

TV Channel TV program Time frequency

July Aug Sep Oct Nov Dec

ITN Kopi Kade Sunday 8.00 P.M

4 4 4 4 3 2

Atapattama Wednesday 7.30 P.M

3 3 5 2 4 2

SihinaPiyapath Mon- Fri 8.30 P.M

3 3 3 2 1 -

Rupavahini Rupavahini news Every day 8.00 P.M

4 3 3 2 1 -

Sirasa Lakshapathi Mon-Tue 9.00 P.M

3 3 4 4 4 2

Bharyavo Mon-Thursday 9.00 P.M

2 3 3 3 2 1

News 1st Everyday 7.00 P.M

2 3 2 3 2 3

Sirasakumariya Friday 9.00 P.M

4 4 4 - - -

Swarnawahini Live at 8 Everyday 8.00 P.M

5 5 5 5 5 5

Duwaru Mon-Friday 8.30 P.M

4 4 4 4 4 -

LiyaSewana Saturday 6.00 P.M

3 2 3 2 2 2

Derana Derana dream star Saturday and Sunday 8.30

P.M

5 5 4 - - -

Ada derana Everyday 8.00 P.M

4 4 4 4 4 -

MTV MTV news Everyday 10.00 P.M

4 4 4 4 4 -

Total number of TV advertisements 50 49 53 34 39 21

Table 20: TV advertising schedule

Source: Compiled by authors

Radio advertising

RadioChannel program Time frequency


Sirasa FM Sooriyasirasa Mon-Friday 8.00- 10.00 A.M

5 3 2 2 2 2

Tarzan bappa Mon- Friday 04.00-06.00 PM

5 4 3 3 3 2

Hiru FM Breakfast drive Mon- Friday 5 3 3 2 2 2



07.00- 10.00 AMPati Roll Mon- Friday

04.00-6.00 PM3 3 3 2 1 -

Neth FM Balumgala Mon- Friday 6.50- 7.50 A.M

4 4 4 2 4 -

Paththaramalli Mon- Friday 7.45- 8.30 A.M

3 3 2 2 2 2

YES FM Morning show Mon- Friday 6.00-10.00 A.M

4 3 3 3 2 1

Total request show Mon- Thursday 4.00- 8.00 P.M

4 3 2 2 2 1

Total number of Radio advertisements 33 26 22 19 17 10

Table 21: Radio advertising schedule

Source: Compiled by authors

Newspaper and Magazine advertisements

Newspaper/magazine Size Advertising frequency


Lankadeepa Full page 4 3 3 3 2 2

Lakbima Half page 4 3 4 2 3 2

Sundaytimes Half page 3 3 3 2 1 -

Hi magazine Full page 1 1 1 - 1 -

LMD Full page 1 1 - 1 - 1

Total number of newspaper and magazine Ads 13 11 11 8 7 5

Table 22: Newspaper and magazine advertising schedule

Source: compiled by authors

Posters and leaflet distribution

Type Place Advertising frequency


Posters and leaflets

NugegodaCity,Borella junction,

Kandy city, Matara town,

Townhall bus stand

1000 - - 500 - -

Total number of newspaper and magazine Ads 1000 - - 500 - -

Table 23: Posters and leaflet distribution Source: compiled by author

Cinema advertising



Cinema Advertising frequency

Cinema name Place Show Time July Aug Sep Oct Nov Dec

Majestic

cinema

Colombo 4.30 P.M and 7.00 pm

4 3 2 1 1 -

Regal cinema Kandy 4.30 P.M and 7.00 pm

1 1 2 1 - 1

Prince cinema

Galle 4.30 P.M and 7.00 pm

1 - 1 - 1 1

Total Radio Advertisements 6 4 5 2 2 2

Table 24: Cinema advertising


Hoarding advertising

Hoarding Advertising Advertising Frequency

Place July Aug Sep Oct Nov Dec

Victoria bridge 1 - - - 1 -

Peliyagoda - - - 1 - -

Colombo-Kandy route 1 - 1 - -

Mount lavinia - 1 - - - 1

Total Number of Digital Bill Board / Bill Board 2 1 1 1 1 1

Table 25: Hoarding advertising


Website advertising

Website Advertising Advertising Frequency

Website Type July Aug Sep Oct Nov Dec

Adaderana.lk Banner Ad 1 1 - - 1 1

Dailymirror.lk Banner Ad - 1 1 - 1 -

Elakiri.com Banner ad - 1 1 - - 1

Total Number of Website Advertising 1 3 2 - 2 2

Table 26: Website advertising Source: Compiled by author

6.2 Direct marketing mix



Direct marketing will be basically carried out through the internet where social networks and

email marketing are given more importance. The main objectives of the direct marketing mix

can be listed down as follows,

Figure 36: Direct marketing objectives


After considering the above objectives, the direct marketing activities can be constructed as follows,

Type Activities Timeline Frequency

Facebook

activities

Create a profile

Create a fan page

Create groups

Create Facebook advertisements

Throughout Everyday

Competition

Make many people LIKE the PEO

TV fan page within the period.

Based on the LIKEs winner will be

chosen through random draw of

July-

November

Everyday


Objective 1

Increase the level of awareness through providing direcct information

Objective 2

Increase the level of favourability through providing direct information

Objective 3

To maintain an effective relationship with target customers through direct marketing


facebook fans.

Winner will receive a prize from

PEO TV.

Twitter

Campaign

Create a profile on twitter

Create banned ads

July-

December

At least one

tweet per day

Email

marketing

1. Sending direct Emails to SLT users

regarding the PEO TV packages and

unique benefits.

July-

October

Once a week

Table 27: Direct marketing activities


6.3 Public relations

This is one of the tools that can be used to increase the awareness level of the target

customers. The main objectives of Public relations can be listed down as follows,

Figure 37: Objectives of Public relations


Activity Description

Sponsorships Sponsoring public events such as, musical shows, cricket matches and

many other events and increase the brand image. This will carried out


Objective

1

To build a positive brand image about PEO TV

Objective

2

Increase the awareness level of the target customers


during the tome period of July to December 2012.

Host TV shows PEO TV can host TV shows and competitions which will help the

company to increase the awareness of the brand and its packages.

Table 28: Public relations activities


6.4 Sales promotions

This is one of the tools of Mracom mix that persuade the target customers to purchase PEO

TV packages. The main objectives of Sales promotion can be identified as follows,

Figure 38: objectives of sales promotions



Objective

1

To increase the favourability towards PEO Silver plus package

Objective

2

To increase the familiarity towards PEO silver plus package


Type of promotion Description

Free channels With every PEO TV silver plus package, free extra

channels will be given within the period of August to

October.

Free installation Free installation will be done for non SLT users who

purchase PEO TV silver plus package within the period

of July to October.

Table 29: sales promotional activities




7. Marketing Communication budget

The cost of implementing the overall IMKC plan is estimated using different mechanisms

and the total budget is estimated while adhering to the budget limitation if Rs.30, 000,000.

2% from the budget limitation is allocated for review and controlling for each month.

Promotional mix

July Aug Sep Oct Nov Dec Total budget

Advertising

(Refer Appendix

H)

Rs.3,502,000 Rs.2,955,000 Rs.2,720,000 Rs.2,885,500 Rs.2,033,000 Rs.1,265,500 Rs,14,561,000

Direct marketing

(Refer Appendix

H)

Rs.740,000 Rs.570,000 Rs.495,000 Rs.515,000 Rs.365,000 Rs.215,000 Rs.2,900,000

Public relations

(Refer Appendix

H)

Rs.640,000 Rs.1400,000 Rs.640,000 Rs.940,000 Rs.1,390,000 Rs.1,140,000 Rs.6,150,000

Sales promotion

(Refer Appendix H)

Rs.200,000 Rs.300,000 Rs.300,000 Rs.100,000 - - Rs.900,000

Review and control (2%)

Rs.600,000 Rs.600,000 Rs.600,000 Rs.600,000 Rs.600,000 Rs.600,000 Rs.3,600,000

Total Rs.5,682,000 Rs.5,825,000 Rs.4,755,000 Rs.5,040,500 Rs.4,388,000 Rs.3,220,000 Rs.28,111,000

Table 30: Master budget




8. Implementation



9. Review and control

After building up IMKC plan the team need to allocate the responsibilities to different

employees to review and control the plan and see whether objectives of the plan are being

fulfilled.

9.1Responsibility matrix

Person responsible Designation Area / nature of

responsibility

Reported to

Mr. S. Wijewardena PEO TV brand manager Authorization of

Marketing

communicating plan and

evaluating its

effectiveness.

To the shareholders of

the company.

Mr. N. Fernando Marketing manager Allocating resources for

marketing

communication plan and

managing the budgets.

PEO TV brand

manager

Mr. D. Perera Accountant Analysing forecast

expenses and budgets.

PEO TV brand

manager

Mr. R. De Alwis Sales manager Tasks referring to

forecasting and

managing number of

sales of PEO TV

packages

PEO TV brand

manager

Mrs. V. Ariyananda IT manager Analysing the

development of PEO TV

Website and the

advertising on Social

networks

PEO TV brand

manager

Advertisng team

Mr. J. Senadeera Assistant manager -

Advertising

Responsible for all

activities related to

advertising.

Marketing manager

and PEO TV brand

manager

Mr. M.

Selvakumaran

Advertising

executive – 1

Television

advertising

Assistant manager –

Advertising,



Mr. P. Kumarasiri

Mrs. T. Meegama

Mr. L.Perera

Mr. D. Wijedasa

Advertising

executive – 2

Advertising

executive – 3

Advertising

executive – 4

Advertising

executive – 5

Radio

advertising

Newspaper

advertising

Cinema

advertising

Hoarding

advertising

Marketing manager

and PEO TV brand

manager

Public relations team

Mr. O.Wijewrdena Assistant manager –

Public relations

All activities relating to

public relations in

promoting PEO TV

brand and PEO TV

packages

Marketing manager

and PEO TV brand

manager

Direct marketing team

Mr. S. Rajapaksha Assistant manager –

Direct marketing


direct marketing in

promoting PEO TV

packages and brand

Marketing manager

and PEO TV brand

manager

Mr.A.Kumarage

Ms. A.Dissanayake

Direct marketing

executive – 1

Direct marketing

executive – 2

E-mail

marketing

Social network

marketing

Assistant manager –

Direct marketing,

Marketing manager

and PEO TV brand

manager

Sales promotion team

Ms. I. Fernando Assistant manager - Sales

promotion


sales promotion on

promoting PEO TV

brand.

Marketing manager

and PEO TV brand

manager

Mr. Y.Senaviratne Sales promotion

executive

Carrying out free

installation and free

channel Promotions

Assistant manager -

Sales promotion,

Marketing manager

and PEO TV brand

manager

Table 31: Responsibility matrix Source: Compiled by author



9.2 Reviewing and controlling methods

Area of control Key performance

indicators

Cumulative Performance standards


Marcom

progressive

review

(Every

Month)

Telephone

Inquiries

Personnel visits

50 100 150 100 150 250

Marcom

performanc

e

effectiveness

(Every

Month)

Increase

Awareness level

Increase

Favorability level

Customer

retention

Increase the

market share

30%

44%

35%

40%

38%

48%

40%

44%

40%

50%

44%

50%

48%

55%

50%

54%

50%

60%

55%

58%

57%

62%

60%

60%

Marcom

ratio

analysis

(Once in 3

months)

Sales promotion:

Advertising

Total advertising

expenditure:

Total cost

1: 6.9

1:1.7

4

0:789

1:2.54

Table 32: Reviewing and controlling method




10. Conclusion

The foremost purpose of this report is to develop an IMKC plan to promote PEO TV and

PEO Silver plus package and thereby increase the sales which leads the PEO TV to become

the market leader of Pay television industry.

In the introduction, the company background, its competitors and the target market were

identified and a primary research with the use of questionnaires carried out for the target

market. The target market and the target audience were then analysed based on findings and

target customers’ profile characteristics, message expectations and media expectations were

identified and analysed accordingly.

Based on the target audience analysis, the Marcom objectives were set up in the next chapter

and each objective was justified based on research findings. The next chapter identified the

key marcom strategies while complying with the marcom objectives and positioning strategy,

message strategy and media strategy were developed consequently.

Based on the objectives and strategies, the IMKC plan was developed using Marcom tools,

particularly, Advertising mix, direct marketing mix, sales promotion mix and public relations

mix. After developing the marcom mix activities, the budget was allocated to each mix by

adhering to the limitation of Rs.30, 000,000. Finally the implementation schedule and control

and review methods were established to measure the position and the progress of the IMKC

plan.



11. Reference list

Department of census and statistics (2010), Household income and expenditure survey 2010,

[online]. Available from: http://www.statistics.gov.lk/HIES/HIES2009_10FinalReport.pdf

[Accessed 10/05/2012]

Dialog Tv (2012), Home page,[online]. Available from: http://dialogtv.com/ [Accessed

7/05/2012]

LBN (2012), Homepage, [online]. Available from: http://www.lbn.lk/ [Accessed 7/05/2012]

Gunasekara, M. (2012).Integrated Marketing Communication, [Lecture notes] Questionnaire

analysis. Asia Pacific Institute of Information Technology, Colombo, January 2012.

SLT Visioncom (2012), about us: relationship with SLT, [Online]. Available from: http://www.sltvisioncom.lk/relationship.htm [Accessed 7/05/2012]

SLT (2012), our profile, [Online]. Available from: http://www.slt.lk/data/aboutslt/profile.htm

[Accessed 7/05/2012]

PEO TV (2012), Home page, [Online]. Available from: http://www.peotv.com/index.php

[Accessed 7/05/2012]

Palawinna, C (2009), COMPETITIVENESS AND BARRIERS OF SRILANKAN PAY

TELEVISION INDUSTRY, [Online]. Available from:

http://dl.lib.uom.lk/theses/bitstream/handle/123/159/92402.pdf?sequence=1 [Accessed

7/05/2012]


http://dl.lib.uom.lk/theses/bitstream/handle/123/159/92402.pdf?sequence=1

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

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

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

http://www.statistics.gov.lk/HIES/HIES2009_10FinalReport.pdf


12. Appendix

Appendix A

Questionnaire

I, a third year student in Business Administration at Asia Pacific Institute of Information

Technology (APIIT) present the following questioner for a survey as a requirement for, an

individual assignment on Integrated Marketing Communication module. Please be kind

enough to fill this questionnaire as genuinely as possible with accurate information. I assure

you that your responses will be used only for the academic purpose of my assignment. Please

tick on the choice that is mostly suitable in the relevant box.

1. What is your age?

20- 25

26- 35

36- 45

46- 55

Above 55

2. Marital status

Married Single

3. What is your family size (number of members in your family)?

2

3

4

5

Above 5

4. What is your family income level (Monthly)?

Below 50,000

50,000-75,000

75,000-100,000

100,000- 125,000

Above 125,000



5. Working status

Unemployed

Seeking employment

Employed in private sector

Employed in public sector

Other (Specify)………….

6. What is your place of residence (District/Province)

Province……………….

District…………………

7. Are you aware of SLT (Sri Lanka Telecom)?

Highly aware

Aware to a great extent

Somewhat aware

Slightly aware

Not aware at all

8. Are you aware of PEO TV (Pay television) offered by SLT?

Highly aware


Somewhat aware

Slightly aware

Not aware at all

9. Are you aware of unique benefits and packages offered by PEO TV?

Highly aware


Somewhat aware

Slightly aware

Not aware at all



10. When it comes to pay television, what is the brand that comes to your mind at once?

1st recall …………………

2nd recall ………………...

3rd recall ………………….

4th recall ………………….

11. What is your level of favourability towards SLT products (Broadband, Mobitel, and

Fixed Line)?

Highly favourable Favourable to a great extent

Somewhat favourable

Slightly favourable


12. What is your level of favourability towards PEO TV?


Somewhat favourable

Slightly favourable


13. What is your level of favourability towards features and packages offered by PEO TV?


Somewhat favourable

Slightly favourable




14. Please rate the following product attributes in relation to the competitive pay

television brands available in Sri Lanka (1=least preferred, 5=most preferred)

Brand

Attributes

DialogTV

LBN PEO TV

Availability PriceChannels offeredBrand recognitionCustomer Service

15. If you happen to purchase any pay television who will influence your purchase

decision?

(1 = highest influence, 5 = lowest influence)

Spouse Children Parents Friends Relatives

16. What colour do you prefer most in promotional materials?

Black & White

Multi Colours

17. What is the language you prefer most in promotional materials?

Sinhala

English

Tamil



Sinhala and English

All

18. Do you prefer celebrities appearing in advertisements?

Yes

No

19. If yes, what type of a celebrity do you prefer? (Please specify the individuals name in

front of the selected category)

Sports Celebrity ………………..

Movie Star ……………………..

Singer …………………………..

Model …………………………..

20. What type of message content do you prefer in promotional messages?

Text only

Image only

More text and fewer images

More images and fewer texts

Both image and text equally

21. What is your most preferred media option?(Rank them using 1-10 numbers, 1=least

preferred, 10=most preferred)

TV Mobile phones

Radio Cinema

Magazines Newspapers

Internet Brochures

Bill boards Point of purchase displays

Please fill the following table according to your preference.



22. Do you watch TV?

Yes

No

Name the TV channels you

prefer most: (5=most

preferred)

1:

2:

3:

4:

5:

What are your most preferred

TV programs:

(5=most preferred)

1:

2:

3:

4:

5:

What is the most preferred time

slot:

Morning

Afternoon

Night



23. Do you listen to the radio?

Yes

No

Name the Radio channels you

prefer most: (5=most

preferred)

1:

2:

3:

4:

5:

What are your most preferred

radio programs? (If any, 5=

most preferred)

1.

2.

3.

4.

5.


slot:

Morning

Afternoon

Night

24. Do you read newspapers

and magazines?

Yes

No

Name the newspapers /

magazines you prefer most:

(5=most preferred)

1:

2:

3:

4:

5:

How often do you purchase?

Magazines

Weekly

Monthly

Newspapers

Daily

Every

Weekend

Monthly

What is the section you read most in

newspapers

1. ……………………….

2. ………………………..

3. …………………………

25. Do you go for cinemas

often?

Yes

No

If yes, when do you go mostly:

Week days

Weekends


slot:

Morning

Afternoon

Evening

Night



26. How did you get to know about

PEO TV?

………………………………………………………………………………………….

………………………………………………………………………………………….

27. What is your opinion about promotional activities carried out by pay television brands in Sri Lanka?

…………………………………………………………………………………………………………………………………………………

…………………………………

28. What is your opinion about promotional activities carried out by PEO TV?


1. Are you an Internet user:

Yes

No

If yes what are the most preferred and visited websites: (please

specify)

1. ……………………………………….

2. …………………….…………………

3. ……………………………………….

If you have decided to go for pay television, do you prefer online

registration of PEO TV?

Yes

No

What is the internet connection

you are currently using?

…………………………………

2. Do you use any social

networks? (Ex: facebook,

twitter)

Yes

No

If yes, please specify

1. ……………………….

2. ……………………….

3. ………………………..


…………………………………………………………………………………………………………………………………………………

…………………………………

Thank you

Appendix B

Research Findings

Customer Profile Characteristics

Age

Age groups No. of respondents

20-25 5

26-35 10

36-45 9

46-55 5



Above 55 1

Total 30

Marital status

Marital status No. of respondents

Married 25

Not married 5

Total 30

Family Size

Number of members in a family No. of respondents

2 5

3 8

4 11

5 3

Above 5 3

Total 30



Income levels

Income level (Rs.) No. of respondents

Below 50,000 2

50,000-75,000 15

75,000-100,000 10

100,000-125,000 3

Above 125,000 0

Total 30

Working status

Working status No. of respondents

unemployed 1

Seeking employment 1

Employed in private sector 13

Employed in Public sector 10

Other 5



Total 30

Place of Residence

Provinces No. of respondents

Western province 12

Central province 8

Southern province 10

Total 30



Appendix C

Familiarity of the brand

Pay television brand that comes to the mind: First recall

Brand Number of respondents

PEO TV 5

Dialog TV 5

LBN 2

Total 12

Pay television brand that comes to the mind: second recall


PEO TV 10

Dialog TV 3

LBN 1

Total 14

Pay television brand that comes to the mind: third recall


Total

30



PEO TV 1

Dialog TV -

LBN 3

Total 4

According to above tables, for 10 people out of 30 PEO TV comes to mind as the second recall, for 5 people out of 30 dialog TV comes to mind

as the first recall and for 3 people out of 30 LBN comes to mind as the 3rd recall.

Number of respondents

Awareness Level

Highly

Aware

Aware

to Great

Extend

Some

what

Aware

Slightly

Aware

Not

Aware at

all

Total

Awareness level about SLT 19 11 - - - 30

Awareness level about PEO TV 12 14 4 - - 30

Awareness level about Unique benefits

and packages offered by PEO TV

4 5 8 8 5 30



Familiarity testing



Overall Familiarity

Source: compiled by author based on Gunasekara (2012)


Analysis of the Questinnaire - Level of Familiarity

QUESTION 1 TOTAL QUESTION 2 TOTAL QUESTION 3 TOTAL OVERALL OVERALL

HA AGE SA LA NAA SCORE HA AGE SA LA NAA SCORE HA AGE SA LA NAA SCORE HA AGE SA LA NAA SCORE

Score 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1

Case 1 1 1 1 1 1 1 0 0

Case 2 1 1 1 1 1 1 0 0

Case 3 1 1 1 1 0 1 1 0

Case 4 1 1 1 2 1 0 0 0

Case 5 1 1 1 1 1 1 0 0

Case 6 1 1 1 2 0 1 0 0

Case 7 1 1 1 1 2 0 0 0

Case 8 1 1 1 2 1 0 0 0

Case 9 1 1 1 1 2 0 0 0

Case 10 1 1 1 1 1 1 0 0

Case 11 1 1 1 2 0 1 0 0

Case 12 1 1 1 2 0 1 0 0

Case 13 1 1 1 2 0 0 1 0

Case 14 1 1 1 2 0 0 1 0

Case 15 1 1 1 1 1 0 1 0

Case 16 1 1 1 1 1 0 1 0

Case 17 1 1 1 0 2 0 0 1

Case 18 1 1 1 0 1 1 1 0

Case 19 1 1 1 1 1 0 0 1

Case 20 1 1 1 0 2 0 0 1

Case 21 1 1 1 0 2 0 1 0

Case 22 1 1 1 2 0 0 0 1

Case 23 1 1 1 2 1 0 0 0

Case 24 1 1 1 1 1 0 1 0

Case 25 1 1 1 3 0 0 0 0

Case 26 1 1 1 3 0 0 0 0

Case 27 1 1 1 0 1 2 0 0

Case 28 1 1 1 0 2 1 0 0

Case 29 1 1 1 0 2 0 0 1

Case 30 1 1 1 0 3 0 0 0

19 11 0 0 0 30 12 14 4 0 0 30 4 5 8 8 5 30 35 30 12 8 5 90

95 44 0 0 0 139 60 56 12 0 0 128 20 20 24 16 5 85 175 120 36 16 5 352

4.6 4.3 2.8 3.9

91 82 46 73Percent Percent Percent Percent

HA - Highly AwareAGE - Aware to a Great Extent SA - Somewhat Aware

LA - Little bit AwareNAA - Not Aware At all


Appendix D

Favourability analysis

Number of respondents

Favourability Level

Highly

Favour

able

Favoura

ble to

Great

Extend

Some

what

Favou

rable

Slightly

Favoura

ble

Not

Favoura

ble at all

Total

level of favourability towards SLT

products

11 6 9 4 - 30

level of favourability towards PEO TV 6 13 8 1 2 30

level of favourability towards features

and packages offered by PEO TV

3 4 6 8 9 30



Overall Favourability

Analysis of the Questinnaire - Level of Favourabilty

QUESTION 1 TOTAL QUESTION 2 TOTAL QUESTION 3 TOTAL OVERALL OVERALL

HF FGE SF LF NFA SCORE HF FGE SF LF NFA SCORE HF FGE SF LF NFA SCORE HF FGE SF LF NFA SCORE

Score 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1

Case 1 1 1 1 3 0 0 0 0

Case 2 1 1 1 0 3 0 0 0

Case 3 1 1 1 0 2 1 0 0

Case 4 1 1 1 0 1 2 0 0

Case 5 1 1 1 2 1 0 0 0

Case 6 1 1 1 1 0 2 0 0

Case 7 1 1 1 0 2 1 0 0

Case 8 1 1 1 0 1 1 1 0

Case 9 1 1 1 0 1 1 1 0

Case 10 1 1 1 0 1 0 1 1

Case 11 1 1 1 1 0 1 0 1

Case 12 1 1 1 1 0 0 #### 1

Case 13 1 1 1 2 0 0 0 1

Case 14 1 1 1 1 0 0 1 1

Case 15 1 1 1 2 0 0 0 1

Case 16 1 1 1 1 1 0 1 0

Case 17 1 1 1 0 1 1 1 0

Case 18 1 1 1 0 2 1 0 0

Case 19 1 1 1 1 2 0 0 0

Case 20 1 1 1 0 2 0 0 1

Case 21 1 1 1 1 1 1 0 0

Case 22 1 1 1 2 0 0 0 1

Case 23 1 1 1 1 0 1 0 1

Case 24 1 1 1 1 0 2 0 0

Case 25 1 1 1 0 1 2 0 0

Case 26 1 1 1 0 0 1 1 1

Case 27 1 1 1 0 0 2 1 0

Case 28 1 1 1 0 1 2 0 0

Case 29 1 1 1 0 0 2 1 0

Case 30 1 1 1 0 0 1 1 1

11 6 9 4 0 30 6 13 8 1 2 30 3 4 8 6 9 30 20 23 25 11 11 90

55 24 27 8 0 114 30 52 24 2 2 110 15 16 24 12 9 76 100 92 75 22 11 300

3.8 3.7 2.5 3.3

70 67 38 58Percent Percent Percent Percent

HF - Highly favorableFGE - Favorable to a Great Extent SF - Somewhat Favorable

LF - Slightly FavorableNFA - Not Favorable At all

Source: compiled by author based on Gunasekara (2012)



Appendix E

Message expectations

Colour preference

Colour preference No. of respondents

Multi colours 25

Black and White 5

Total 30

Language preference

Language preference No. of respondents

Sinhala 5

English 6

Tamil 3

Sinhala and English 11

All 5

Total 30

Celebrity preference

Celebrity preference No. of respondents

Yes 22

No 8

Total 30

Type of celebrities



Type of celebrity No. of respondents

Sports celebrity 7

Movie star 5

Singers 6

Model 12

Total 30

Type of Message content

Type of message content No. of respondents

Text only 0

Image only 3

More text and fewer images 2

Few text and more images 18

Both image and text equally 7

Total 30

Appendix F

Media Expectations

Most preferred media type

Type of media No. of respondents

TV 15

Radio 7

Magazines and newspapers 12

Billboards 9

Internet 6

Total 49

TV



Most Preferred time

Most preferred time No. of respondents

Morning 4

Afternoon 6

Night 20

Total 30

Most Preferred TV channels

TV channels No. of respondents

Sirasa 21

Swarnavahini 25MTV 9

Rupavahini 9

ITN 7Derana 10

Total 90

Most Preferred TV programmes

TV Channel TV program Number of respondents

ITN Kopi Kade 17

Atapattama 15

SihinaPiyapath 9

Rupavahini Rupavahini news 9

Sirasa Lakshapathi 20

Bharyavo 16

News 1st 22

Sirasakumariya 12

Swarnawahini Live at 8 23

Duwaru 19

LiyaSewana 14

Derana Derana dream star 18

Ada derana 6



MTV MTV news 5

Total 205

Radio

Most preferred time

Most preferred time No. of respondents

Morning 12

Afternoon 16

Night 2

Total 30

Most preferred radio channel

Radio channels No. of respondents

Sirasa FM 19

Hiru FM 25

Gold FM 9

Neth FM 9

YES FM 10

Derana FM 8

Total 80

Most Preferred Radio programmes

RadioChannel program Number of respondents



Sirasa FM Sooriyasirasa 17

Tarzan bappa 15

Hiru FM Breakfast drive 22

Pati Roll 12

Neth FM Balumgala 19

Paththaramalli 9

YES FM Morning show 18

Total request show 6

Total 118

Newspapers/Magazines

Most preferred newspapers and Magzines

Preferred News Paper Number of respondents

Lankadeepa 12

Lakbima 14

Sunday Observer 10

Sunday Times 15

Daily News 10

Hi Magazine 6

LMD magazine 10

Total 77

Most preferred sections

Preferred Section Number of respondents

Business/financial 20



Sports 13

Political 19

Classifieds 21

Total 73

Purchase frequency of newspapers

Frequency No. of respondents

Daily 12

Every Weekend 18

Monthly -

Total 30

Cinema

Days of visiting cinemas

Days No. of respondents

Week days 7

Weekend 23

Total 30

Most preferred time slots for Cinema

Time slot No. of respondents

Morning -



afternoon 6

evening 10

Night 14

Total 30

Internet usage

usage No. of respondents

Yes 22

No 8

Total 30

Most visited websites

website No. of respondents

Adaderana.lk 12

Dailymirror.lk 14

Elakiri.com 4

Total 30

Online registration of PEO TV preference

Online registration preference No. of respondents

Yes 23

No 7

Total 30

Social network usage

Social network No. of respondents

Facebook 28



Twitter 15

Youtube 7

Total 50

Current internet connection using

Internet connection No. of respondents

SLT ADSL 24

Dialog 4

other 2

Total 30



Appendix G

Positioning status

Price Availability Brand recognition channels offered customer serivce Price Availability Brand recognition Channels offeredCustomer serviceAvailibility Price Brand recognition Channels offered customer service

4 4 5 3 1 4 3 4 4 4 4 4 3 3 3

3 5 4 2 1 4 3 5 5 4 4 3 2 4 3

5 4 4 4 1 4 3 5 4 4 4 3 3 5 4

4 5 5 3 1 4 4 4 5 4 5 3 2 4 4

5 1 5 5 2 2 3 5 4 4 5 3 2 4 4

3 5 5 3 1 4 3 5 5 4 5 4 2 4 4

4 4 4 3 2 3 3 5 4 4 5 4 2 4 4

5 5 5 4 1 5 3 4 5 4 5 4 2 4 3

4 5 5 3 1 5 3 5 4 4 5 4 2 4 3

5 4 4 3 3 5 3 5 5 4 5 4 2 5 4

4 4 4 3 1 4 3 5 4 5 5 4 1 5 4

5 3 5 3 2 3 3 5 5 5 5 4 1 5 4

3 3 4 3 1 3 3 5 5 3 5 4 1 5 4

4 3 5 3 3 3 3 5 5 4 4 4 1 4 4

5 3 5 3 2 4 4 5 5 3 5 3 2 4 3

4 3 5 3 3 4 4 4 5 4 5 3 2 4 3

3 4 5 3 3 4 3 4 5 4 4 3 2 4 3

3 4 5 4 2 4 4 4 5 4 4 4 3 4 3

5 4 5 3 1 4 4 4 4 4 4 4 3 5 3

5 2 5 3 1 4 4 4 4 5 4 4 3 5 3

5 2 5 3 1 5 4 4 5 4 4 4 3 5 3

5 4 5 3 2 4 4 4 5 4 5 4 2 5 3

4 5 5 4 2 4 3 5 5 3 5 4 2 5 3

4 5 5 4 2 5 3 5 5 3 5 4 2 5 3

4 5 5 3 1 5 3 5 5 3 5 3 2 5 3

4 5 5 4 1 5 4 5 5 4 5 3 2 5 3

4 5 5 3 2 5 4 5 5 4 5 4 3 5 3

5 3 5 3 2 5 3 5 5 4 5 4 3 5 3

3 3 5 3 2 5 3 5 5 4 5 3 3 5 3

3 4 5 3 1 4 3 4 5 4 5 4 3 5 4

124 116 144 97 49 124 100 139 142 118 141 110 66 136 101

4.133333 3.8666667 4.8 3.233333333 1.633333333 4.133333 3.33333333 4.633333333 4.733333333 3.933333333 4.7 3.6666667 2.2 4.533333333 3.366666667

4 4 5 3 2 4 3 5 5 4 5 4 2 5 3

Rating For Positioning Status

PEO TV Dialog TV LBN

Source: compiled by author based on primary research findings



Appendix H

Advertising budget

Advertising Activities July August Septembe

r

October November December Total

TV

ITN 375,000 375, 000 450,000 300,000 300,000 150,000 1,950,000

Rupavahini 150,000 100,000 100,000 75,000 50,000 - 475,000

Sirasa 250,000 170,000 160,000 150,000 120,000 100,000 950,000

Swarnawahini 350,000 300,000 250,000 170,000 150,000 90,000 1,310,000

Derana 240,000 230,000 180,000 110,000 100,000 - 860,000

MTV 100,000 100,000 100,000 100,000 100,000 - 500,000

Radio

SirasaFM 300,000 200,000 170,000 150,000 280,000 95,000 1,135,000

Hiru FM 220,000 180,000 120,000 160,000 100,000 88,000 868,000

Neth FM 320,000 310,000 310,000 310,000 200,000 115,000 1,425,000

YES FM 300,000 290,000 250,000 190,000 150,000 90,000 1,270,000

Sub Total of TV and Radio cost 2,605,000 2,255,000 2,090,000 1,715,000 1,550,000 728,000 10,743,000

News Papers

Lankadeepa 60,000 50,000 50,000 50,000 45,000 45,000 300,000

Lakbima 50,000 40,000 50,000 37,500 40,000 37,500 255,000



Sunday Times 70,000 70,000 70,000 68,000 48,000 - 326,000

Magazines

Hi magazine 20,000 20,000 20,000 - 20,000 - 80,000

LMD 25,000 25,000 - 25,000 - 25,000 100,000

Sub Total of newspapers and

magazines cost

225,000 205,000 190,000 180,500 153,000 107,500 1,061,000

Hoarding Advertising

Victoria bridge 200,000 - - - 200,000 - 400,000

Peliyagoda - - - 300,000 - - 300,000

Colombo-Kandy route 250,000 - 250,000 - - - 500,000

Mount lavinia - 300,000 - - - 300,000 600,000

Sub Total 450,000 300,000 250,000 300,000 200,000 300,000 1,800,000

Printed Posters and leaflets

NugegodaCity,Borella junction,

Kandy city, Matara town,

Townhall bus stand

20,000 - - 10,000 - - 30,000

Sub Total of posters and leaflets

cost

20,000 - - 10,000 - - 30,000

Cinema Ads

Majectic city 72,000 60,000 45,000 30,000 30,000 - 237,000

Regal Cinema 50,000 50,000 60,000 50,000 - 50,000 260,000



Prince cinema 40,000 - 40,000 - 40,000 40,000 160,000

Sub Total 162,000 110,000 145,000 80,000 70,000 90,000 657,000

Website Advertising

Adaderana.lk 40,000 40,000 - - 40,000 40,000 160,000

Dailymirror.lk - 20,000 20,000 - 20,000 - 60,000

Elakiri.com - 25,000 25,000 - - 50,000

Sub Total 40,000 85,000 45,000 - 60,000 40,000 270,000

ADVERTISING - GRAND

TOTAL

3,502,000 2,955,000 2,720,000 2,285,500 2,033,000 1,265,500 14,561,000

Table 33: Advertising budget Source: compiled by author

Direct marketing budget

Direct Marketing Activities July August September October November December Total

Facebook activities 250,000 230,000 205,000 175,000 125,000 125,000 1,110,000

Facebook competitions 300,000 150,000 100,000 150,000 150,000 - 850,000

Twitter campaign 90,000 70,000 90,000 90,000 90,000 90,000 520,000

E-mail marketing 100,000 120,000 100,000 100,000 - - 420,000

Grand Total 740,000 570,000 495,000 515,000 365,000 215,000 2,900,000Table 34: Direct marketing budget Source: compiled by author



Public relations budget

Public Relation Activities July August September October November December Total

Host TV shows 640,000 640,000 640,000 640,000 640,000 640,000 3,840,000

Sponsorships - 760,000 - 300,000 750,000 500,000 2,310,000

Grand Total 640,000 1400,000 640,000 940,000 1,390,000 1,140,000 6,150,000

Table 35: Public relations budget Source: compiled by author

Sales promotion budget

Sales Promotion Activities July August September October November December Total

Free channels - 100,000 100,000 100,000 - - 300,000Free installation 200,000 200,000 200,000 - - - 600,000

Grand Total 200,000 300,000 300,000 100,000 - - 900,000

Table 36: Sales promotion budget






Appendix I

Interview questions

1. Why did SLT decide to enter the pay TV industry?

2. What are the geographic boundaries in providing services?

3. Are there any limitations in providing services?

4. What is your target segment?

5. What are the special features PEO TV offers?

6. What are the current promotions used by PEO TV?

7. What is the SLT fixed line and ADLS customer base?


Documents

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