Advertising Plan:

Table of Contents

No. TOPICS PAGE

NO.

Appendix-A 2

1 Problem and purpose of the add plan 3

2 Scope 4

3 Limitation 4

4 Orascom telecom 5

5 About Bangla link 5

6 Mission 6

7 Vision 6

8 Marketing mix strategy 6

9 Demographic segmentation 10

10 Geographic segmentation 11

11 Psychographic segmentation 11

Appendix-B 12

12 Creative objective 13

13 Ad campaign 1 14

14 Ad campaign 2 16

15 Match Ad Tactic to PLC 18

16 Competitors advertising 18

17 Timing & duration strategy 21

18 Positioning through public relations 21

19 Media plan 22

20 Media type 22

21 Medium selection 23

22 Peak advertising or promotional period 25

23 Schedule advertising around competition 26

Advertising budget 27

Media budget allocation chart (Scheduling) 29

24 Conclusion 31

1

Advertising Plan:

2

Advertising Plan:

1. Problem & Purpose of the Ad Plan1. Problem & Purpose of the Ad Plan

The purpose of this advertising plan is to provide information, analysis, and to a certain

degree, recommendations. Also, the purpose is to recognize the activities, difficulties and

potential problems that an advertiser faces most in his advertising activities. The problem

statement of this advertising plan is,

“To develop an advertising plan for“To develop an advertising plan for

banglalink.””

The objectives of this advertising plan are as follows:

To describe the product’s marketing mix strategies along with their distribution

strategies, and also measure the industry life cycle.

To identify the product’s segmentation process and the target markets.

To evaluate the strength, weaknesses, opportunities and threat of the product’s as

well as their competitors.

To do some creative works for preparing this advertising plan.

To identify proper medium for the product and prepare media schedule.

To develop a budget for implement different advertising strategies for the product.

3

Advertising Plan:

2. Scope2. Scope

As discussed earlier, the purpose of this report to develop an advertising plan for

banglalink. In Bangladesh, there are six cellular phone operators in the

telecommunication industry. This report considers all the other five cellular phone

operators Grameen Phone, Robi, Airtel, City cell and Teletalk. There are some other

competitors who fall in product category competition, are ignored in this advertising plan.

3. Limitations3. Limitations

There are some limitations in every report, research or plan. This advertising plan also

indicates some limitations. These are as follows:

The executives didn’t give enough time to collect the sufficient information.

For the internal secrecy, they are not interested to share their financial

information.

Due to the lacks of experiences, about getting information through an interview,

there are some shortages of data to link up with this plan.

Time shortage is another problem to complete the report in a distinct way.

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Advertising Plan:

4. Orascom telecom4. Orascom telecom

Orascom is one of the most dynamic telecommunications powerhouses in the world.

Orascom is based in Egypt and has operations in 11 countries worldwide. Established in

1998, it is today the largest capitalized company on the Cairo & Alexandria Stock

Exchanges with over 11 million subscribers worldwide. It has grown to be one of the

largest and most diversified GSM network operators in the Middle East, Africa and Asia.

5. About5. About banglalink

banglalink is new brand name of Shebaworld (019), which has been providing

Global Service of Mobile (GSM) in the country since 1998. Orascom Telecom bought

100% share of Sheba Telecom and gave its new name as Banglalink aiming to provide

quality service in Bangladesh. A highly quality infrastructure is the backbone of

banglalink effort. It has installed latest equipment from Simens and Huawei.

banglalink has the purpose to serve GSM cellular technology to the people of

Bangladesh with a fair low price that they can afford. To serve the customer with their

maximum effort to make them delighted. Cellular phones are spreading rapidly

throughout the country. banglalink already captured the six major divisions of

Bangladesh.

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Advertising Plan:

6. Mission6. Mission

To serve the people with best connectivity through most excellent network at a lower

rate.

7. Vision7. Vision

Banglalink understands people's needs best and will create and deliver appropriate

communication services to improve people's life and make it easier".

8. Marketing Mix Strategy8. Marketing Mix Strategy

Variety

Post-paid Pre-paid

Standard Desh

Inspire Desh2

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Advertising Plan:

Quality

banglalink continuously try to maintain the quality of their packages. To serve the

best quality they are doing their best to use the advanced GSM technology and they are

very much conscious about their customer satisfaction.

Brand Name

banglalink brand name is renowned in the telecommunication sector.

Packaging

As they are service oriented company packaging is not a vital thing for them, but still

banglalink try their best to give the best packages.

Customer Service

As far as the service is concern banglalink tries their level best to achieve

customer satisfaction. banglalink provides the following maintained exclusive and

superior services for their target customers.

banglalink opens its customer care center 7 days a week, 365 days a year

country wide.

SUNDAY-THURSDAY (9:00 am –

5:30 pm)

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Advertising Plan:

Friday (3:00 pm – 6:00 pm)

Saturday (9:00 am – 5:30 pm)

Government Holiday (9:00 am –

3:00 pm)

banglalink has automated customer response toll free dialing numbers.

banglalink subscribers can dial 121 and can check their last bills status, bill

history, due bill, advanced bill and so on. This service is totally free for postpaid

users.

Features

SMS (short messaging service).

E-Mail.

VMS (Voice mail service).

Value added services (location & information based).

Internet service

Warranty

Banglalink has a 1 year warranty procedure for their sets.

Advertising

Newspaper.

Television.

Island Dividers.

Billboards.

T-signs.

Posters & Stickers.

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Advertising Plan:

Personal Selling

They exercise highly personalized direct mailing procedure towards their corporate

client. This is the only personal selling tool for Banglalink.

Direct Marketing

Banglalink have a way for their customers to buy directly from their Zonal offices

which they termed as Customer Care Centre.

Public Relations

Public relation is very much believable and believable. They do the following item in this

promotional tool:

Distributes relief among fire victims.

Stage concert to raise money to ease flood hardship.

Donates money for the flood affected.

Hands over relief to Rotary for the flood victims.

Donates Physiotherapy Equipment to underprivileged

intellectually disabled children.

Go for press conference once or twice in a month.

Channel Members

Banglalink have established over  140  exclusive  sales  outlets  in  addition  to

1000  outlets  for  recharge  cards   to  ensure  easy  availability  of  Banglalink

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

about 560 throughout the country.

Location

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Advertising Plan:

Dhaka

Level 05, Land view Commercial Center

28 Gulshan North C/A, Dhaka1212

Chittagong

Banglalink vaban, Gol Pahar mor

Chittagong 4000

Sylhet

Level 03, Liakat Bhavan, Jallarpar, Zindabazar, Sylhet 3100

9. Demographic Segmentation9. Demographic Segmentation

Demographic Segmentation

Variables Segmentation Base

Age Above 15

Gender Both Male & Female

Family Size Any Family Size

Family Life Style Nuclear family, Joint family, or any other

Marital Status Both Married & Un-married

Income 8,000+

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Advertising Plan:

Education Any Education (Basic Knowledge

of use Cellular Phone)

Occupation Students, Small Entrepreneur, Employed,

Corporate user

10. Geographic Segmentation10. Geographic Segmentation

Geographic Segmentation

Variables Segmentation Base

States (Coverage) Dhaka, Chittagong, Khulna, Rajshahi,

Sylhet, Barisal

Region (Coverage) Current 51 districts

Future 64 districts

Target Market Urban, Sub-urban, Rural

11. Psychographic Segmentation11. Psychographic Segmentation

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Advertising Plan:

Psychographic Segmentation

Variables Segmentation Base

Social Class Upper Class, Upper-Middle Class, Lower-

Middle Class

Lifestyle Integrated, Demanding, Emotional,

Belongers, Passionate, Devotee

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Advertising Plan:

12. Creative Objectives12. Creative Objectives

When a message perceives something, the message has

registered. One of the biggest challenges for the advertisers is

simply to get consumers to notice their messages. Attention is

one part of creating perception. Once the audience has been

exposed to the message, the next step is to create their

attention. Attention means the mind is engaged, it is focusing on

something. Attention is aroused by a trigger, something that

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Advertising Plan:

catches the target’s interest. Moreover, the advertising

message can, and must, compete with other messages in the

same medium. Consumers who are in scanning mode have

wandering attention. Nailing down attention require some

stopping power. Ads that stop the scanning are usually high in

intrusiveness and originality. So, the ad should be intrusive and

demanding attention. Moreover, the function of originality is to

capture attention. People will notice something that is new,

novel and surprising. So, the unexpected of the new ideas

creates stopping power.

Once the message has been perceived and has caught your

attention, your perceptual process can move on the next step,

which is awareness of the message and the product. Although

awareness of the advertising comes first, awareness of the

advertising is not the ultimate objective. As far as the advertiser

is concerned, the ultimate objective is awareness of the product,

not the advertising. Interest is one way to create awareness, and

motivate to take an action. As many types of relevance exist,

many types of interest exist as well. Interest is usually created

by one or two things: personal involvement or curiosity.

Advertisers trying to develop a message that stimulate interest

will speak to the personal interests of their target audience and

do something to elicit curiosity. Also, keeping attention is the

pulling power of an ad; it keeps pulling the reader or viewer

through to the end of the message. A major advertising

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Advertising Plan:

challenge is to maintain interest until the point of the

message is reached.

Because of the scanning and browsing behavior of many readers

and viewers, maintaining interest is more difficult than arousing

it.

To be an effective advertisement, it should have three essential

elements. These are relevance which speaks about the concern

and interest of the target customers, originality which creates

stopping power, and impact is the advertising effect on the

minds of the consumers. Nonetheless an effective advertising

will not carry the image of any product or service, it will be

coordinated with other promotion tools to develop a clear and

distinctive communication strategy, is basically known as

integrated marketing communication. It creates a synergistic

communication from a company towards its target customer in a

more effective way.

13. Ad Campaign 113. Ad Campaign 1

Target customer: Focus

The ad campaign is focused on the pre-paid user of the cellular

phone. It is developed on a new package for our ladies customer

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Advertising Plan:

and shows the demonstrative portion of this particular

feature.

Attention: Stopping Power

To create attention the ad campaign is divided into two parts.

One part is intrusive because the print ad is different than other

print ad in the same medium.

Interest: Making an Impression

The message (sub head) in the second part of the ad campaign

indicates the personal relevance of the target customer. To keep

the target customers interest intact originality is also used. To

do this things some visuals also used in the second part with the

use of more contrast.

Appeals: Creative Emphasis

Fun & Pleasure: This particular ad campaign is developed for

the pre-paid user. More specifically, the young person of the

society who want to be unique, demands

attention from other, stay with contact with their friends. That’s

why the appeal is used in the ad campaign.

Emotional: In today’s society, young person are always busy

with their study and can’t always meet together. The time span

for gossiping is short for them. They always feel to stay in touch

16

Advertising Plan:

with one another. To keep interest with it the emotional

appeal is used.

Executing Style: Making Relevant

Lifestyle: The visual in the ad campaign demonstrate the

lifestyle of the target audience.

Demonstration: The benefits of using this feature is also

execute in the print ad towards the target audience.

Fantasy: This particular executing style is used in the ad

campaign to build fantasy among the young person (target

audience).

14. Ad Campaign 214. Ad Campaign 2

Target customer: Focus

The ad campaign is centered on the post-paid user of the cellular

phone. It is enlarged on the high class post paid users and we

are giving them the honour to be our 1st class customer.

Attention: Stopping Power

To create attention of the target audience the ad starts with a

strong headline which can create stopping power. The ad

campaign is based on originality. Also, maximum amount of

17

Advertising Plan:

visuals is used to stop scanning of the target customer. To

show the uniqueness of the ad lot of white space is also used

where the consumer can find something new.

Interest: Making an Impression

To maintain the interest of the target audience the print ad

starts with questioning which carry the pulling power of the ad.

The ad is personally relevant and constructed on curiosity to

maintain the interest in the print ad.

Appeals: Creative Emphasis

Convenience: People all around in Bangladesh uses post-paid

service often wait for their bills and have to spend some time to

pay it. The ad campaign illustrates the use

of cash card which is much more convenient for them. That’s

why this appeal is used in the print ad.

Concern for Health: To pay the bill of post-paid service

customers have to wait for long time in the payment section

which is not matter of good sign for the health of them. That’s

why the appeal is used in the print ad.

Fear: This appeal is also used in the print ad through visuals to

make them understand what can happen if they don’t use cash

card.

18

Advertising Plan:

Executing Style: Making Relevant

Demonstration: The print ad demonstrates the use of cash

card in the print ad towards the target audience through the

visuals and makes a solution to them.

Humor: Some funny visuals is used in the print ad to

understand them what the cash card do better than others post-

paid services of their competitors.

Slice-of-Life: In the print ad, different time frame of the target

audience is used through visuals and questioning to make them

understand about the merits of using cash card.

15. Match Ad Tactic to PLC15. Match Ad Tactic to PLC

19

Advertising Plan:

Advertising has a carryover effect that lasts beyond the

current period. Although it is treated as current expense, part of it is

really an investment than builds up an intangible asset called brand

equity. So, advertising is important in each stages of product life

cycle. From the earlier discussion, it is clear that telecommunication

industry is in maturity stage. That’s why banglalink.’s advertising

should be according to the need of maturity stage. In this stage the

product has received a general acceptance, previous purchasers

continue their purchasing, and new buyers enter in large numbers.

The success of the new product attracts competitors. The aim of

advertising often shifts from building brand awareness to creating a

new clear brand position eliciting conviction and purchase.

Advertising expenditures are mainly based on to increase brand

acceptance, and some what on those of competitors. The industry is in

maturity stage. So, banglalink.’s advertising strategy should be

something to pursue more customers, and increase loyal customers.

In the following table, the advertising tactics as well as other

promotion tactics are shown:

16. Competitors Advertising16. Competitors Advertising

Competitive advertising analysis is needed for banglalink. to judge its

competitors advertising and to look after the scope of continuity

advertising for itself. The objective of competitive advertising is to

find media where that of its competitors does not suppress share of

voice of banglalink. Before planning or choosing any media,

banglalink should look after the competitive advertising, so that the

share of voice of its competitors does not suppress percentage of its

advertising messages in the medium.

20

Advertising Plan:

Competitors Media Medium

Grameen

Phone

Television Channel I, NTV,

ETV, Channel

9, RTV, Islamic

TV, Diganta TV,

Peace TV,

Ekattor,

Massranga,

Independent,

Banglavision,

Shomoy,

Channel 24,

ATN Bangla,

BTV

Before News,

Sponsor

Commercial

shows

Newspaper Prothom Alo,

Kaler kontho,

Jugantor,

Manobjomin,

Shomokal.

Back Page, 3rd

Page, Sports

Page

Billboards Important Areas

Island Dividers Major Division

Magazines Bichitra,

Chrirajogot

Back Page

Web Site www.grameenphone.com

Television Channel I, NTV, After News,

21

Advertising Plan:

Robi

ETV, Channel

9, Massranga,

Independent,

Shomoy, RTV,

Ekattor,

Banglavision,

Channel 24,

ATN Bangla,

BTV

Sponsor

commercial

shows.

Newspaper, Prothom Alo,

Kalerkontho,

Shomokal,

Middle Pages,

Back Page

Billboards Important Areas

Island Dividers Major Division

Web Site www.robi.com.bd

Airtel

Television Channel I, NTV,

ETV, Channel

9, Banglavision,

RTV,

Massranga,

Independent,

Shomoy,

Ekattor,

Channel 24,

ATN Bangla,

ATN news, BTV

Before News

Newspaper Prothom Alo,

Kalerkontho,

Jugantor,

Front page,

Middle Pages,

Back Page,

22

Advertising Plan:

Shomokal Sports

page

Billboards Important Areas

Web Site www.airtel.com.bd

17. Timing & Duration Strategy17. Timing & Duration Strategy

When to advertise can mean seasons, months, or parts of the day or

week, but it all fits within the aperture concept. The strategy for

meeting time and duration objectives involves a balance between the

available advertising amount and the length of the campaign.

banglalink would follow pulsing strategy for continuous advertising

to build continuity. Pulsing strategy for banglalink is designed to

intensify advertising before an open aperture and then to reduce

advertising to much lower levels until the aperture open again. Also,

banglalink has a pulse pattern of peaks and valleys on the basis of

their package offering and newly added feature.

18. Positioning through Public Relations18. Positioning through Public Relations

23

Advertising Plan:

Public relations encompass a set of activities intended to

enhance the image of the marketer to create goodwill. It includes

publicity, news conferences, company sponsored events, open houses,

plant tours, donations, and other special events. banglalink. will do

some public relations activities to enhances their image. These are as

follows:

banglalink will sponsor the Saline-Project for helping the

flood-affected people of the country. Under this project, the

objective of banglalink is to produce 1, 00,000 saline. Thirty

persons worked to produce 8000 saline everyday. These

salines are being provided to all interested organizations and

individuals.

Banglalink will honor S.S.C. and H.S.C. scholars during the

year which will show its activity to motivate younger students

for further growth.

Banglalink will organize some concert to promote their

brand.

19. Media Plan19. Media Plan

20. Media Type20. Media Type

Media selection involves finding the most effective media to deliver

the desired number of exposure to the target audience. Banglalink

will use the following media that will effectively reach to its target

customer:

24

Advertising Plan:

Media Selection

Print Media Newspaper, Magazine, Direct Mail

Broadcast Media Television, Radio

Electronic Media Web Page

Display Media Billboards, Poster & Stickers,

Transit

Print Media

Banglalink will use print media most of time. In print media, it will

give more emphasis on newspaper because the telecom services carry

more product information and demonstrate

this information shows the importance of newspapers. It will also use

other print media such as magazine and direct mail.

Broadcast Media

After print media, Banglalink will spend more in broadcast media

especially on television. They will advertise very often in radio.

Electronic Media

Banglalink will continuously update their current web page to inform

their new packages and value added features.

Display Media

Banglalink will establish more billboards in the major divisions as

well as in the highways. They will also use more island divider in the

sub urban areas for brand recognition and brand preference.

Banglalink will also use posters and stickers. At present, Banglalink

don’t have any transit media. They will place their advertising in

transit media into local regions.

25

Advertising Plan:

21. Medium Selection21. Medium Selection

Media selection is vital now to the advertisers. So they should

cautiously pick media vehicles for their target customers. Through

research it can be selected. So Banglalink will go for media vehicles

according to their target customers’ distinctiveness.

Newspaper

Prothom Alo Friday 3rd Page (Whole

page)

Friday Sports Page (1/4th page)

Monday Back Page (half Page)

Monday Front Page (1/4th page)

Shomokal Friday Back Page (half page)

Kalerkontho Friday Back Page (half page)

Monday Middle Page (1/4th

page)

Daily Star Sunday Back Page (half page)

Friday Middle Page (1/4th

page)

Magazine

Anonda Bichitra Once in a Month Back Page (whole

page)

Chrirajogot Once in a Month Back Page (whole

page)

26

Advertising Plan:

Television

NTV Every Friday Just Before News (10pm)

Channel I Every Saturday Mid Break in Programs (8-

10pm)

BTV Every Friday 1st Mid Break in News (8pm)

ATN Bangla Every Thursday Mid Break in Cinema (3-6pm)

Radio

Radio Foorty, Radio

Today, Radio Amar

Once in a Month Just Before News

(7pm), Mid break in

every programs

Web Page

www.banglalinkgsm.com Update in Every Week

Billboards

Add 5 Billboards GEC Circle, Agrabad Circle,

Gulshan, Uttara, Mirpur-10

Transit Media

Local Bus In 10 Local Buses Chittagong &

Dhaka

Posters & Stickers

Regional Head Use it around 6 Regional Twice in a

27

Advertising Plan:

Offices Offices month

22. Peak Advertising or Promotional Period22. Peak Advertising or Promotional Period

Banglalink will do advertising on the continuity basis i.e. they should

do continuous advertising. More specifically they will follow pulse

pattern of continuity advertising. So that consumer always be aware

about their product and buy their product. Generally half of the times

their sales remain flatten. Also, when they offer new packages their

sales increases as the industry is in maturity stage. So, Banglalink

will do advertising more in this peak season. They can also do some

sort of sales promotion to increase their sales. The amount of

advertising that will be done in each month is as follows:

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Advertising Plan:

23. Schedule Advertising around Competition23. Schedule Advertising around Competition

The competitors of Banglalink are Grameen Phone, Robi, and Airtel.

Of the three companies Grameen phone has got the most powerful

coverage. As they have large market coverage they always come up

with a large advertising activity. When GP comes up with their new

packages they always go for big print and the broadcast advertising.

But they emphasize more on print advertising and they are very

successful in it. As said the peak season of the mobile phone

companies is the time when they offer new packages and features. So

it is quite natural that the amount of competition should be very

intense during this time. As a competitor when GP, Robi, Airtel comes

up new packages Banglalink should set a big amount for that time to

compete with the competitors and that they will do by coming up with

new intrusive TV commercials, intrusive print ad and so on. Also there

will some sort of originality in the ad campaign. Banglalink will take

this kind of activity just to distract the customer from the competitor’s

package.

29

Advertising Plan:

The advertising budget established by a company usually

broken out from the over all marketing communication budget. In

other words, a certain percentage of the marketing budget is

allocated for advertising budget. Banglalink generally follows

percentage of sales method. They spent 10% of their yearly sales. The

sale of 2011 is approximately 90,00,00,000 Tk and from that they will

spend 9,00,00,000 Tk.

Promotional Tools Budget Allocation

(Tk.)

Advertising 6,30,00,000

Personal Selling 30,00,000

Sales Promotion 1,80,00,000

Public Relation 60,00,000

30

Advertising Plan:

Advertising Tools Budget Allocation (Tk.)

Newspaper 3,00,00,000

Television 2,00,00,000

Magazine 20,00,000

Billboards 90,00,000

Web Page 1,20,000

Radio 3,80,000

Posters & Stickers 9,00,000

Transit 6,00,000

31

Advertising Plan:

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32

Advertising Plan:

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Advertising Plan:

24.Conclusion24.Conclusion

The purpose of doing this annual advertising plan is to match the

right audience to the right message and present it in the right

medium to reach the target customers of banglalink. We try our

level best to do it and hope that it will satisfy the need that is

seeking for to prepare an advertising plan. This report may not

be accurate as we don’t able to do proper market research for

media buying and planning for the time constraint and for other

activities. But in some parts it will hopefully accurate such as in

market analysis, company analysis, competition scrutiny, also

the creative work is done to develop layout. We are very sorry if

any undue mistakes made by us in preparing this report or

34The End

Advertising Plan:

during the time period of preparing this report. Our

appeal towards you to forgive us for these oversights as it may

be take place for our less experience to prepare a professional

plan such as this advertising plan.

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Advertising Plan:

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Advertising Plan:

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Advertising Plan:

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