impact of advertisement and branding on ethnic minorities

By:

Bashir Uj Jaman

[email protected]

The impact of Corporate Advertising and branding on Ethnic Minorities in London in the Telecom Industry: The case of Dialacode International Calling Services and 3 London

minorities.

Impact of Corporate Advertising and branding on Ethnic Minorities in London

Table of ContentsLIST OF FIGURES:..........................................................................................................5

LIST OF TABLES............................................................................................................6

ACKNOWLEDGEMENT.................................................................................................7

DEDICATION..................................................................................................................8

DECLARATION...............................................................................................................9

STATEMENT 1..............................................................................................................10

STATEMENT 2..............................................................................................................10

EXECUTIVE SUMMARY.............................................................................................11

CHAPTER 1-INTRODUCTION....................................................................................13

1.0 Introduction:..............................................................................................................13

1.1 Research background:...............................................................................................13

1.2 Research Question:....................................................................................................18

1.3 Objectives..................................................................................................................18

1.4 Importance of the research topic:..............................................................................19

1.5 Appropriateness of research topic:............................................................................19

1.5 Scope of the research:................................................................................................19

1.6 Structure of the Research:.........................................................................................20

1.7 Conclusion:................................................................................................................21

CHAPTER 2-LITERATURE REVIEW.........................................................................22

2.0 Introduction:..............................................................................................................22

2.1 Importance of Literature review:...........................................................................22

3.0 Ethnic Minority:........................................................................................................23

3.1 Proportion of ethnic groups in UK:.......................................................................24

3.2 Effect of Globalisation on ethnicity:.........................................................................26

Figure 4: Immigrant in UK..........................................................................................27

4.0 Telecommunication Sector in UK:............................................................................28

Bashir Jaman [email protected] 2 | P a g e

mailto:[email protected]


Figure 6: Market share of UK Mobile networks.............................................................28

4.1 Role of MVNOs and the challenges it faces:............................................................28

4.2 Cheap International Calls-Voice over Internet Protocol (VOIP):.............................29

4.3 International Calling Services in UK:.......................................................................29

4.4 Types of VOIP products in UK market:....................................................................30

4.4.1 Mobile Virtual Network Provider (MVNO):......................................................30

4.4.2 International Calling Cards:................................................................................31

4.4.3 Pre paid Access code Service from Main Mobile Network Provider (MNO):

.....................................................................................................................................32

4.4.4 Post Paid access code from landline:..................................................................33

4.4.5 Account based service from both mobile and landline:......................................33

4.5 Challenges for Telecom Industry:.............................................................................33

5.0 Influence of ethnic minority and ethnic media to develop ethnic advertisement:.....35

5.1 Influences of Language in designing advertisement materials:................................35

5.4 Branding:.................................................................................................................39

6.0 Conclusion:................................................................................................................40

CHAPTER 3- METHODOLOGY..................................................................................41

7.0 Introduction:..............................................................................................................41

7.1 Nature of research:....................................................................................................43

7.2 Research strategy and Data collection Method:........................................................43

7.3 Sampling:...................................................................................................................47

7.4 Limitation of research:..............................................................................................48

7.5 Ethical Issues:............................................................................................................48

7.6 Anticipated Time Line:..............................................................................................49

CHAPTER 4- FINDINGS...............................................................................................50

8.0 Introduction:..............................................................................................................50

8.1 Process of Data Collection:.......................................................................................50

8.2 Findings of the Questionnaire:..................................................................................50




8.2.1 Best medium of advertisement:..........................................................................51

8.2.1.1 Bangladeshi ethnic media:...........................................................................52

8.2.1.2 Pakistani Ethnic Media:...............................................................................53

8.2.1.3 Indian Ethnic Media:....................................................................................55

8.2.2 Influential advertisement method for international calling:...............................57

8.2.3 Favourite International calling service:..............................................................58

8.2.4 Findings on Branding:......................................................................................59

8.2.4.1 Branding – Name:........................................................................................59

8.2.4.2 Branding-Logo:............................................................................................60

8.2.4.3 Branding-Dialacode:....................................................................................61

8.3 Conclusion:................................................................................................................63

CHAPTER 5- DATA ANALYSIS..................................................................................64

9.0 Introduction:..............................................................................................................64

9.1 Analysis of the Questionnaire:..................................................................................64

9.1.1 Respondent’s information:..................................................................................64

9.1.2 Advertisement information:................................................................................65

9.1.3 Information about branding:...............................................................................66

9.1.4: Information about Dialacode poster advertisement:..........................................67

9.2 Conclusion:................................................................................................................67

CHAPTER 6- CONCLUSION AND RECOMMENDATION.......................................68

Recommendation.............................................................................................................70

REFERENCE & BIBLIOGRAPHY...............................................................................71

Appendix A: Questionnaire.............................................................................................76




LIST OF FIGURES:

Figure No Name Page No.

1 Research Structure 20

2 Age distribution of ethnic group 24

3 Regional Distribution of Asian Community in UK 26

4 Immigrant in UK 27

5 Destination of Immigrants within the UK 27

6 Market share of UK Mobile networks 28

7 Population, Sample and Individual cases 48

8 Popularity chart of Bangladeshi ethnic TV 53

9 Popularity chart of Bangladehsi ethnic Newspaper 53

10 Popularity graph of Pakistani ethnic TV 54

11 Popularity graph of Pakistani Ethnic Newspaper 55

12 Popularity Pie Chart of Indian Channel 56

13 Indian ethnic Newspaper Popularity pie chart 57

14 Bar diagram of efficient method of advertisement for international calling

58

15 Mostly used international calling type products 58

16 Favourite brand name for international calls 58

17 Brand name for MVNO‘s 59




LIST OF TABLES

TABLE NO TABLE NAME PAGE NO1 Mixed and Main Minority ethnic group by age band 242 Ranking of UK MVNO‘s 303 Anticipated time plan for research 494 Brand name for MVNO‘S 595 Result of Brand Logos for MVNO‘s 606 Dialacode‘s best advertisement medium 62




ACKNOWLEDGEMENT

This writing of dissertation is one of the toughest challenges that I had to take in my

life. Despite of hard time, I enjoyed doing it because of selfless support from many

people around me. I am heartily thankful to my supervisor, Mr.Adrian Gauci, whose

encouragement, guidance and support from the initial to the final level enabled me to

develop an understanding of the subject. It is my pleasure to thank to all the stuff of

Core Communication, specially Mrs. Rosie and Mr. Emad Bakshy for their assistance

for guiding me on each and every step during this research. Above all, I want to thank

my family members, my beloved parents to comfort me and encouraging me to do my

MBA.




DEDICATION

This research has been dedicated to migrant people-ethnic minority of all the

communities around the world who have left their birth place to support them and their

family.




DECLARATION

This work has not previously been accepted in substance for any degree and is not being

concurrently submitted in candidature for any degree

Signed:

--------------------------------------

Date: 5th January, 2012




STATEMENT 1

I hereby declare that the work presented in this dissertation is, to the best of my

knowledge, my original work, except as acknowledged in the references. It is original

and a result of my own research. It has not been copied from anywhere or from anyone.

This dissertation is the result of my own investigations and analysis, except where

otherwise stated.

Where corrections services have been used, the extent and nature of the correction is

clearly marked in a footnote.

Other sources are acknowledged at reference section.

Signed:


STATEMENT 2

I hereby give consent for my thesis, if accepted, to be available for photocopying and

for inter-library loan, and for the title and summary to be made available to outside

organizations

Signed:





EXECUTIVE SUMMARY

This research has been done to help companies develop efficient advertisement and

hence branding techniques to reach ethnic minority from Bangladeshi, Pakistani and

Indian background in UK, especially to advertise for international call service. Research

shows that most of the ethnic minority are influenced by TV, BUS and Window Poster

advertisement. Mostly used international calling service is done by calling card. Result

of mostly watched electronic media and paper media is presented in this paper.




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CHAPTER 1-INTRODUCTION

1.0 Introduction:

Aim and objective of this research is going to be outlined in this chapter. The reason for

researching on this topic and the way the result of it going to benefit the industry will be

discussed. An overall idea of the research will be outlined in research structure section.

Overall, this chapter is dedicated to give direction to the research.

1.1 Research background:

Marketing is in the heart of any business. One cannot think of any business without

marketing. Chartered institute of marketing (CIM) define marketing as ‘’The

management process responsible for identifying, anticipating and satisfying

customer requirements profitably ‘’. After identification of customer requirements, a

company should be able to let customer know about the product by right type of

advertisement. Advertisement is the means of making known in order to sell

(Jefkins,F.,2000). Therefore, understanding culture and mindset of the target customer

is crucial to send the information correctly in order to win the heart of customer to make

them buy the product.

Advertisement can be done through both electronic media, paper media or other point of

advertisement like billboard, bus, POS material- Posters, decorating shop windows with

sticker, banners, umbrella etc. Electronic media includes Television, Radio, Internet-

Social media, mobile marketing, email marketing and Paper media includes News paper

etc.

A multicultural country like UK enjoys the beauty of merging cultures and sharing taste

of different flavours of life among different ethnic minorities. On the contrary, every

ethnic minority strives and loves to hold the root of their own cultures- Their unique

food habit, clothing design and styles, religious background, moral and societal values,

music, drama, media and national occasions etc.

Therefore, an advertisement made to reach all the population in UK may not reach the

ethnic minorities and an advertisement made for Pakistanis may not be liked by




Bangladeshis. The way an advertisement cannot be appropriate for both a young man

and old man, in the same way, an advertisement cannot be equally attractive for all the

population in UK. Therefore, market segmentation is required by marketers. A different

marketing and advertisement strategy is essential to reach targeted ethnic minority.

UK is considered as a first world country in the world. Every year thousands of

immigrants comes and settled in UK for various reasons- Study, Job, Tourism, medical

purpose etc. Because of economic strength, developed infrastructure, security and

communication system most of the immigrant settled in UK for long term. But, this

immigrant, in another word, ethnic minorities in UK loves to keep in touch with their

friends and family in their home country. Unlike white British or European people,

Asians and Africans consist of big family and love to stay close to each other both

physically, mentally and socially. Therefore, almost all the ethnic minority in UK makes

international calls from UK to their home country regularly. There are so many

companies who are already giving international call services and every month new

products with new offers, scheme, and new facilities are coming in the market. So, there

is fierce completion in the market which leads companies to better understand the

cultures of ethnic minorities through appropriate medium of advertisement to offer them

right type of international call services is necessary.

United Kingdom is the country of people from different colours, languages, religion and

ethnic minorities. 2001 Census shows that there are 4.6 million people from ethnic

minority background which is actually 7.9% of total population in UK. Research shows

that ethnic minority is growing day by day in UK either for migration or for big family

size among ethnic minorities. With the increase of ethnic minorities, commercial

importance is also growing. Therefore, companies doing business based on ethnic

minority need to understand how to target this segment by finding out their similarity

and difference with mainstream population (Gray, R., 2004). Demography from census

also shows that the higher percentage of ethnic minority is young (58%) while the white

population of sixty years old or over is 21 percent. Especially nearly seven out of ten

from Bangladeshi/ Pakistani background are young (Sonny N., & Andrew L.,1998).

Therefore understanding ethnic minority segment is of great importance to marketers.




Almost all the people especially 1st generation ethnic minorities whose birth place are

out of UK in their country of origin make international calls to their relatives. Therefore

international call products fall under fast moving consumer goods (FMCG). Hence,

international calling service has become subject of bigger economical importance to

most of the telecommunication companies in UK. Other than small telecommunication

companies or MVNO’s even main mobile network providers in UK like O2 and

Vodafone competing to each other to attract customers for international calls. O2’s my

country and Vodafone’s international freebee gives free international calls on top up of

£10 or over. Importance of this market of international calls has been further proved by

O2’s recent launch of o2 calling card. According to telecom regulator Ofcom, this

international call market is worth of several hundred million pounds (Ho Geoff, 2011).

People make international calls through the use of Voice over internet protocol

(VOIP).VOIP is cheaper than a direct call from landline or mobile. VOIP comes in

different natures such as International calling cards, Mobile virtual private network

(MVNO), Online account system, Access code system from main mobile network and

Free call services such as skype and Yahoo messenger. Different people use different

product or a combination of more than one type of product. Why does consumer of

international call services give preferences to certain product than others? What factors

influences buying behaviour of international calling service users? Is it just prices,

advertisement or brand identity?

Author had chances to work in different telecom companies with international call

services in UK. While working in different telecom companies such as Dialacode

(Access code service), Lebara mobile (MVNO), and Simplecall (Online account

system), author has observed that companies invest a huge amount of money for

building brand identity by the use of different elements of branding. On the other hand,

it has been observed that ethnic minority is price sensitive because most of the users of

international call service are from low income group of the country. Therefore, author

felt the urges to find out answer of the question below:




Does branding influences buying behaviour of ethnic minority for international

calls?

Branding plays a major role in promoting any service. Name of the product, Logo and

slogan are the three main elements of branding. Branding is done for easy identification

of product so that it spreads easily. Branding brings long term profitability for the

company by strengthening product life cycle of any product.

If branding really helps to influence buying behaviours which means spending money

behind branding helps in increase in sales, then what is the best way of building

brand for this market segment of international call services? Is it name, logo,

colour, music, or different ways of advertisement?

Core Communication is a London based Telecommunication Company. It has many

products to promote international calls such as idial, Hometalk, Yourcall, calling cards,

and dial-a-code (www.dialacode.com) services. It is currently doing advertisement just

by putting posters and leaflets in retail shops for their dialacode services. Because of its

growth and expansions, it is now considering spending a bigger budget for

advertisement. Therefore, Core Communication wants to find out best advertisement

medium to reach Bangladeshi, Pakistani and Indian ethnic minorities which will help

them to properly utilize their advertisement budget. Core Communication’s different

products for international calls works in different ways. Dialacode can be used from

Tmobile and orange and 3g mobiles by dialling a short code such as 290529 before

international numbers. Yourcall is an account based service where people need to

register with yourcall websites. Customers can use both mobile and landline’s free

minutes to dial a access numbers like 02073775534 before dialling international

numbers. Hometalk is a pin less post paid services where you dial a number such as

08443298447 before international numbers. Customers are billed at the end of the

month. Core communication’s calling card Dialcall is available in market. Customer can

use both landline and mobiles to make international calls. In this case, Customer gets

the chance to buy and carry calling cards physically and even use their friends mobile or

Telephone booth in the street to make international calls.




After getting the information about correct medium of advertisement, Core

communication needs to decide which products they need to advertised more. So they

want to know the popularity of types of international call services among ethnic

minorities. Is it Mobile virtual network providers (MVNO), Calling cards, access

numbers or account based services?

On the other hand, Core communication wants to find out it’s brand position compared

to other competitors in the market. This research of finding factors that helps build

strong brand identity for international call services will help Core communication to

take better decision on building dialacode’s brand identity. As author is currently

working in this company, it is a matter of great privilege to take up this professional

research and give it a shape in an academic format.

How does Dialacode service works?

Dial a code (http://www.dialacode.com/) has set up different short code/access code

(290505) for different countries with T-mobile, orange and 3G mobile to promote cheap

international calls for this network. For example, if you have a T-mobile and if you

want to call Bangladesh, you just dial 290529 followed by international number to reach

your destination.



http://www.dialacode.com/


1.2 Research Question:

How to reach ethnic minority in UK through efficient advertisement and Branding for

international calls with particularly emphasis on Dialacode service?

1.3 Objectives

To find out the best media to advertise to ethnic minority groups within the

Bangladeshi, Pakistani & Indian communities.

To analyse which method of advertising has influenced the purchase of

international calling services among the Bangladeshi, Pakistani & Indian

communities.

To establish what international calling services the Bangladeshi, Pakistani &

Indian communities mainly use.

To find out if purchase and use is mainly driven by price or brand loyalty amongst target groups namely Bangladeshi, Indian and Pakistani ethnic minority.

To find out brand strength of different international call services and factors that helps to build a strong brand identity.

To find out the awareness of Dial-a-Code amongst the target groups.




1.4 Importance of the research topic:

Ethnic Minority is growing in UK, especially in London day by day. According to the

2001 Census, proportion of ethnic minority people rose from six percent to nine percent

compare to 1991.Bangladeshis formed 0.5 percent of total population in both England

and Wales. 33.4 percent of Bangladeshi community live in Tower hamlet area. 72.9%

people lives in London are born outside UK. Asian and Caribbean have a disposable

yearly income of 7 billion and 5 billion respectively (Evans et al, 2004). Therefore, it is

a matter of big importance for any organization to design its marketing strategy

focusing on ethnic minority.

1.5 Appropriateness of research topic:

Segmentation plays a major role in marketing. Marketing based on ethnic minority is

part of market segmentation. Many authors have written about importance of marketing

for ethnic minority. That is why this research has a clear link to theory. Though this

research has been carried out for dialacode services, but all Telecom companies along

with any companies interested about knowing right advertisement medium to reach

ethnic minority efficiently will benefit from this research.

1.5 Scope of the research:

UK ethnic minorities are consists of Bangladeshi, Pakistanis, Indians, Srilankan,

Africans, Chinise, Japanese, Eastern European etc. It is not possible to collect and

analyse data for all ethnic minority within limited time. In order to be able to finish this

report on time, researcher and sponsored company- core communication has agreed to

do the research only for Bangladeshi, Pakistani and Indians who actually burn most of

the international minutes through voice over internet protocol (VOIP) technology. A

total of 150 questionnaires, 50 from each community have to be filled up for this

research. It can be done within three weeks time interviewing and filling up 10-15

questionnaire forms a day. Therefore, result of this research is achievable within the

academic time frame.




1.6 Structure of the Research:

Research is an initiative to bring or discover new knowledge which can be of use for the

humanity either of business value or of social value. Therefore, It needs to be followed a

step by step process in a disciplined manner. Structure of this research is presented by

following diagram.

Figure 1 - Research Structure

Source: Created by the Author (2012)




Chapter 1 is the introduction chapter which gives direction and draw foundation for the

whole research report.

Chapter 2 is the literature review chapter. In this chapter, previous research and findings

on the similar topic will be investigated. Then Compare and Contrast of opinion will

pave the way forward for this research. Knowledge and understanding of this research

will help author to design questionnaire which will move forward with data collection

and finding further in this report.

Chapter 3 is the methodology sections. This section will give idea to the reader how the

data is collected and why the data collection method is most appropriate for this

research. This will help reader visualize the way data is presented and analysed for

better understanding of findings of the research.

Chapter 4 is Findings part. In this chapter, result of the questionnaire is presented in a

graphical format for better understanding. Presentation of the result in a graphical

format is going to help in analysis section.

Chapter 5 is the data analysis part. In this chapter, finding of the research will be

analysed in light with the aim and objective set in the introductory part.

Chapter 6 this chapter concludes the research with the brief discussion of findings. A set

of recommendation is made based on the finding which helps management in decision

making for future strategy setting. Also, a brief discussion is made to give future

direction to the researcher on this issue.

1.7 Conclusion:

This introductory chapter has brought the discussion about aim and objective of the

research. Clear direction of the research has been set in the research structure. A brief

discussion about importance of the research has been outlined. Next chapter is the

literature review which will bring all kinds of academic debate on the research issue.




CHAPTER 2-LITERATURE REVIEW

2.0 Introduction:

The aim of literature review is to develop an understanding of the theoretical aspects of

the research topic which would give an insight of the topic to the researcher. These facts

and figures are required by the researcher to formulate his method of data collection and

analysis. This literature review will also be used by the researcher for comparing this

study of theory with the findings gathered through this research.

In this chapter, first of all, all the keywords of the research topic such as ‘’Ethnic

Minority’’, ‘’International calls in UK’’, ‘’Advertising’’ and ‘’Branding’’ is introduced.

And then theoretical discussion on the issues outlined below is presented in different

section of this chapter.

This literature review comprises of

The definition of ethnicity and growth of ethnic minority in UK,

Influence of ethnic minority in development of Telecom sector specially VOIP

services

Rise of ethnic minority media and its use in marketing.

Impact of advertisement on ethnic minority

Branding and its affect on ethnic minority buying behaviour

Segmentation and ethnic minority marketing etc

2.1 Importance of Literature review:

Literature review means finding out existing knowledge about a particular research

topic. Research is done to find out new knowledge, idea or formulate new theory. In

order to find out something new, one must always reflect and look at past. To build a

house, a strong foundation should be first ensured. Literature review is the foundation of

any research.

If researcher agrees with whatever available in literature, there is no point doing the

research. A researcher does not simply agree or disagree with any literature. Researcher

must critically analyze what is being said by other authors. Critically analyzing means,




just not accepting everything read, just not looking at the surface, but digging deep into

matter to discover the hidden agenda. Critical analysis in research investigation means,

bringing out views of different authors on a particular subject and giving researcher’s

own views on it. Researcher need to find out what is known and what is unknown by

critically analyzing the literature review. In literature review, a researcher presents to its

reader the importance of research currently being done. A critical literature review find

out gap and controversy on the subject matter and pave the way to current research.

Critical literature review does not mean criticising authors of a literature as well as it

does not mean drawing a summary of literature that has been read. A researcher just

does not impose ideas on reader. A literature review must be able to open the eyes of a

reader and widen the level of thinking. So, literature review just does not say ‘’yes’’ or

‘’no’’, it must stay between two; balancing both positive and negative aspects of the

research topic.

3.0 Ethnic Minority:

The term ‘ethnicity’ can be describes as a shared identity or similarity of a group of

people which can be on the basis of a number of characteristics like cultural traditions

including family and social customs, a common geographic origin, common language

and common religion. In other words the key factor in defining an ethnic group is that it

is a distinct community by virtue of different characteristics like a cultural tradition, a

long shared history, a common geographic origin, a common language, a common

religion , or it can be racially conspicuous and being oppressed as a minority (Pires,

D.G and Stanton J.P ,2005).

Bulmer’s (1996) definition of an ethnic group is as follows:

‘’A group of people within a larger population having real or putative common

ancestry, memories of a shared past, and a cultural focus upon one or more symbolic

elements which define the group’s identity, such as kinship, religion, language, shared

territory, nationality or physical appearance. Members of an ethnic group are conscious

of belonging to an ethnic group’’.




3.1 Proportion of ethnic groups in UK:

In order to help collecting data about ethnic minority, UK Census use a standard set of

harmonization. Harmonization means any UK government organization collecting data

about ethnic minority should follow the standard set of ethnic minority group such as

white, asian and caribbean etc. Classification of age and gender from 2001 cencus is

presented in the chart below:

Figure 2: Age distribution of ethnic group

In the UK ethnic minorities are those groups that are identified, or identify themselves

as coming from various different geographical regions like Indians, Pakistanis,

Bangladeshis, Punjabis, Turks, and Chinese etc. As per a report by Ben Smith on 18 th

November 2008, ethnic minorities make up about 8% of the population of the United

Kingdom. Different main ethnic minority based on age group is presented in the table

below.




Table 1: Mixed and Main Minority ethnic group by age band

The report further added that in recent years there has been progress in the

representation of blacks and ethnic minority groups in many areas. According to the

national statistics in 2001 it was found that London has the highest proportion of people

from minority ethnic groups apart from more who identified themselves as of Pakistani

origin, of whom there is a higher proportion in Yorkshire and the Humber (2.9 per cent)

and the West Midlands (2.9 per cent). It was also found that two per cent of the

population of England and Wales are Indian, with Leicester having the highest

proportion (25.7 per cent). Geographical representation of Bangladeshi, Pakistani and

Indian in UK Show that most of the ethnic minority from all these three community

lives in London as illustrated below:




Figure 3: Regional Distribution of Asian Community in UK

Bangladeshis formed 0.5 per cent of the population of England and Wales, with the

highest proportion in the London borough of Tower Hamlets (33.4 per cent). In England

and Wales, 1.1 per cent of people are Black Caribbean, 0.9 per cent is Black African

and a further 0.2 per cent is from Other Black groups (National Statistics, 2001)

3.2 Effect of Globalisation on ethnicity:

The rise in global processes in the past decades like industrialisation, urbanisation and

mass communications has been transforming society and these processes were thought

to end social and political importance of ethnicity. Instead globalisation has resulted in

strengthening ethnicity further, especially with reference to the role of migration. The

role of migration has created ethnic diversity and developed existing ethnicity in the UK

(Pires & Stanton, 2005). Non British people are growing every year in UK as a result of

migration. Following graph shows migration to UK on year on year basis.




Figure 4: Immigrant in UK

It can be seen from the graph that ethnic minority people are increasing every year in

UK as result of migration. Therefore, any business organization should focus on

developing advertising techniques and branding strategy to cover target ethnic minority

group. Moreover, London is becoming the most multi cultural mega city in the world.

Most of the immigrants coming in UK every year settle in London. Therefore, London

based organization must have marketing plan ready to incorporate broader ethnic

minority in London through targeting specific ethnic minority with proper segmentation

strategy. Following pie chart shows the percentage of new immigrants settling down in

London every year.

Figure 5: Destination of Immigrants within the UK




4.0 Telecommunication Sector in UK:

The telecommunication industry which is historically non-competitive has seen

important structural changes and growth in recent years. The telecom sector has

experienced great competition and this suggested that telecommunications policy exists

within a societal context and thus must change along with societal factors. Therefore

changes in telecommunication policy towards greater competition with the form that

competition has taken, and the impacts or outcome can be seen as a function of societal

forces. Creativity in the digital marketplace is a daunting task that many companies face

today. Thus this has resulted in providing products and services that require a unique

and synergistic approach to structure, marketing and customer service (Trauth E. M. &

Pitt D., 1992). Following figure shows market share of five major mobile networks in

UK.

Figure 6: Market share of UK Mobile networks

4.1 Role of MVNOs and the challenges it faces:

To develop an understanding of how the wireless market works, an insight into the role

of MVNOs and the challenges that they face is important. Mobile Virtual Network

Operator (MVNO) acquires services and pays another operator to provide some or in

otherwise entire network infrastructure as needed, though the operator markets a

publicly available telecommunications service. The mobile sector has experienced

considerable developments and growing interest from virtual network operations, which

has resulted in a range of options for the balance of facilities Mobile Virtual Network




Operators (MVNOs) could provide for itself.(John Buckley, 2003). Mobile Virtual

network Operators (MVNOs) can be described as companies that purchase airtime and

product capabilities from major wireless providers and then resell them to individual

users in the form of products and packages. MVNOs ensure that the MVNO brand is

being leveraged productively and at the same time it is creating brand equity. Despite

the many advantages that these services offer to its consumers, MVNOs also face

challenges in the mobile marketplace as they try to establish solid foundations. MVNOs

have to ensure that they can resell service at a profit, and expand air time and service

capabilities as needed. Furthermore getting bills processed, out on time, collected etc is

its responsibility. Then to attract consumers and keep low costs to remain competitive

and at the same time while offering good levels of service so that consumers are

satisfied that they are getting good value for money. Lastly, MVNOs also ensure that

the virtual nature of the operator is completely transparent to the users (Luigi, Giusto &

Maurizio, 2006).

4.2 Cheap International Calls-Voice over Internet Protocol (VOIP):

Voice of internet protocol is the technology that communicates voice using internet

protocol and IP networks VOIP is much flexible than PSTN (Public switched telephone

network).VOIP is very productive as it provides flexibility of price and services. With

the passage of time VOIP will replace PSTN because it reduces costs (Mohamnd, A.S,

undated). VOIP service results in significant savings of upto 65% on home phone bill.

Survey results shows that VOIP subscribers has increased from 1.2 million in 2004 to

18 million in 2009 in USA (VOIP monthly newsletter, 2006).

4.3 International Calling Services in UK:

Technological changes, industry consolidation and deregulatory initiatives have had a

great impact on the telecom industry and over the last 20 years there has been dramatic

growth in international calls in developing countries, mostly because of economic

growth and falling prices. In the past decade there has been an increase in international

calls in the UK and in the early 1990s BT promoted international calling through

marketing programmes. Furthermore constant improvement in technology and growing

competition has led to substantial reduction in international call prices around the world.

The telecom sector in the UK has contributed immensely to various products and




services to cater to consumer needs. The growing competition with regard to calling

cards, mobile operator services etc have greatly contributed to a new face of the telecom

sector (Loomis & Taylor, 2002).

4.4 Types of VOIP products in UK market:

There are different types of VOIP products in UK market including Skype. Because of

relevancy with this research only paid VOIP product types are listed below:

Mobile Virtual Network Provider (MVNO)

Calling Cards

Pre paid Access code Service from Main Mobile Network

Post paid Access code service from Landline

Account based service from both mobile and landline

4.4.1 Mobile Virtual Network Provider (MVNO):

As discussed earlier MVNO’s hires the services from main mobile networks. It does not

make any difference to customer between a main mobile network like Tmobile, o2,

Orange, Vodafone or 3G and a MVNO like Lyca or Lebara. Because, Customer can

make direct calls without the need of using any access number whether it is local or

international calls; only country code and area code should be dialled at the time of

making international calls. According to the recent survey in May’2011 by

Prepaidmvno.com, UK has 63 MVNO registered in UK. This website has ranked

MVNO’s according to their customer base. Only major MVNO’s that focuses on ethnic

minority are mentioned here. Lebara mobile (lebaramobile.co.uk), Lyca mobile

(lycamobile.co.uk), Nowmobile (nowmobile.co.uk), GT mobile (gtmobile.co.uk),

Vectonmobile (vectonemobile.co.uk), Delight mobile, Simplecall mobile etc. MVNO’s

hires the service from MNO as mentioned earlier. List of MVNO’s in UK along with

their ranking as done by prepaidmvno.com (May, 2011) is presented here.


http://www.vectonemobile.co.uk),ChilliTalk


http://www.lycamobile.co.uk/

http://lebaramobile.co.uk/


Company Networks Ranking Estimated Vol.

Virgin Mobile Orange & -Tmobile 1 3 Mil+

Tesco Mobile O2 2 2.6 Mil+

Lebara Mobile Vodafone 3 2 Mil

Lyca Mobile Orange & O2 4 1.9 Mil+

ASDA mobile Vodafone 5 400K+

Vectone Mobile O2 6 150k+

Amazon Kindle Vodafone 7 130k+

GT Mobile O2 8 100k+

Now Mobile Orange 9 90k+

GiffGaff O2 10 80k+

Utility Warehouse

T-Mobile 11 42.151

Econet Wireless Orange 12 40k+

Talk Talk Vodafone 13 20k+

Talk Mobile Vodafone 14 20k+

iCard Mobile Vodafone 15 5k+

Dialog Viz Vodafone 16 5k

Table 2: Ranking of UK MVNO’s

Source: PrepaidMvno.com

4.4.2 International Calling Cards:

Calling cards comes with a pin number. Calling cards can be used by pay monthly

mobile or landlines using bundles of monthly minutes or by dialling 0845 numbers from

a landline or phone booth. When customer uses free minutes to landlines they get more

minutes than dialling 0845 numbers. There are three steps a customer needs to follow to

connect to international number.

1. Dial access number

2. Enter PIN number then

3. Enter Destination number along with country code.

It has become culture of the UK calling card companies to announce false minutes to

attract customers. For Instances, a calling card with £5 credit announces 1200 minutes




to Bangladesh hardly gives 250 minutes. There are hidden charges like connection

charge, daily maintenance charge, minimum call charge and limitation on validity.

Most widely used calling card companies in UK are Lycatel (Cobra, Unitel, Africatel,

Eurotel), Nowtel cards (Talkhome, Safari Talk, Maxi Talk, Nigeria talk), Pure Minute,

White Card, IDT cards (Chilli talk) etc.

It is the common marketing practice of UK calling card companies to give

competitively good minutes at the first 2-3 months in order to get confidence of the

users so that it gets referral sales and establish brand name in the market. Later on with

the course of time, it reduces minutes to make profit but most of users remain unaware

of that because they already have got good minutes at first use. With the maturity of

marketing strategy of calling card companies, maturity of consumer behaviour has

already grown. Now, market shows that most of the customer has lost trust on any

specific calling card, hence there is very less brand loyalty and customer ask for new

cards every time they approach calling card shops. Users like calling cards because it

can be carried to anywhere and it can be used from any phone with free minutes. When

customers free minute runs out, they can even use their friend’s mobile or landline to

use calling card. But it is time consuming, complex and customer need to remember or

write down international number to dial after pin number. Most of the international calls

are done by the use of calling card. That is why, even a mainstream mobile like O2 has

recently (June’2011) launched calling card service.

4.4.3 Pre paid Access code Service from Main Mobile Network Provider

(MNO):

There are five MNO’s in UK; Tmobile, Vodafone, O2, Orange, and 3G. Dialacode uses

Tmobile (PAYG and Pay monthly), Orange (PAYG) and 3G (PAYG and Pay monthly)

networks to promote international calls. Customer with any of these three networks

needs to dial different access code for different countries followed by destination

number for international calls. The positive side of using Dialacode is that customers

do not need another phone or calling card for international calls but they need to suffer

hassle of remembering different access code for different countries. Magic code is




another prepaid access code based product which also promotes international calls by

using 3G network.

4.4.4 Post Paid access code from landline:

This service is provided in conjunction with landline providers. Companies advertise

different access code like 08453249999 for calls to specific country. Consumer use the

access code followed by international calls. At the end of the month, landline company

bill the consumer according rate advertised by international calling company. This

service is good for people who want to save time for going to buy calling card or top up

voucher in the market. But this service keeps consumer unaware of their expanse until

end of the month and sometimes they become victims of wrong billing by international

call providers.

4.4.5 Account based service from both mobile and landline:

This system of service require consumer to make an account with an account based

international call providers like simplecall, rebtel or local phone. Once account is set

up, consumer can use their free minutes from both landline and mobile to make

international calls. Good side of this service is that consumer get chance to keep track of

their calls online by checking call history. On the other hands, this is not liked by

consumers with low monthly contract minutes to landline. Because this services eat up

free minutes and billed by international call providers as well.

4.5 Challenges for Telecom Industry:

Innovation is the key to success and telecom operators are offering flat-rate plans and

other provisions at lower prices to attract customers and augment market share in terms

of number of customers and to meet growing needs. At the same time since the increase

in the use of data services, telecom companies are offering better services and the entry

of new participants in the telecom market has resulted in significant price wars. The

price wars have widened the number of options available for consumers, sparking a

trend of huge churn rates. Thus retention of customers has become the most important

challenge for telecom operators and attracting new subscribers while retaining existing

market share with respect to both subscribers and revenues will be critical to success.




In order to improve and widen the scale of operation in the countries in which they are

operating, many major telecom participants have been looking at merging with smaller

competitors. An analyst advised on the fact that “Strategic mergers and planned

acquisitions will definitely help the partnering telecom operators to address the various

challenges together,” Furthermore “With innovation being the key for developing

applications and services, these partnerships should also focus on incorporating

innovation into their services to gain revenues in the saturated telecom markets.”

Furthermore next-generation technologies are being developed and tested in order to

cater to the need for enhanced speed and capacity. There has been substantial increase

in the number of services and applications with the use of mobile phones in areas such

as healthcare and banking etc. in order to improve their efficiency and effectiveness and

these services require better quality of service and capacity. Due to the poor financial

performance, some MVNOs have opted to merge with major mobile network operators

(MNOs) as has been explained in the previous paragraph. (Frost & Sullivan, 2011)

The above literature that is intended to be used by the researcher investigates and

analyses the existence of ethnic minority groups in the UK, and the meaning of ethnicity

in particular. The past decades have witnessed dramatic rise in the telecom sector

globally. Thus in the UK there has been paradigm shifts in the telecom industry which

has led to MVNOs, and various initiatives to cater to consumer needs and keep pace

with growing competition. There has been considerable rise in international calls which

has catered to growing needs of consumers in ethnic groups, immigrants, residents etc.

Despite the fact that rapid growth in the telecom sector has eased lives, it also faces

numerous challenges to keep pace with technological changes, stay competitive and be

innovative at the same time. Telecom companies in the UK like orange, BT, Vodafone

etc are focusing on defining customer needs and demands. They are also involved in

preparing for sustaining competitive advantage and winning competition by detecting

emerging trends in the future.




5.0 Influence of ethnic minority and ethnic media to develop

ethnic advertisement:

Statistics of an increasing population of ethnic groups has given rise to need for

successful ethnic marketing which means catering to needs of these groups in particular,

which means taking into account consumption needs and preferences of consumers

making up a minority ethnic group and if they are different from those of other ethnic

groups or mainstream consumers. Secondly information channels and communication

channels used by these groups and other consumers needs to be studied. Another aspect

of successful ethic marketing is targeting these differences in a way that increases the

value of the business. On the other hand (Cui & Choudhury,2002) argue that ethnic

marketing strategies should be applied when traditional channels are unsuccessful in

fulfilling ethnic minority needs and these consumers have unique needs and are

different with to those products designed for majority of consumers. Since the

population and purchasing power of ethnic minority consumers has increased, more

marketers are using sub cultural segmentation and targeted marketing to reach these

consumers. Meanwhile, some marketers have grown increasingly concerned with the

cost-effectiveness of ethnic segmentation and differentiated marketing. Cui Geng (2007)

has referred to brill (1994) who states ‘’growing population of ethnic minority now likes

to differentiate themselves instead of assimilating with main culture and demand

marketing and advertising truly represent their cultural heritage’’.

5.1 Influences of Language in designing advertisement materials:

Different ethnic minorities have different languages. A good percentage of ethnic

minority people cannot speak or read English because they are not educated. Therefore,

designing advertisement in English languages either it is electronic or paper media is

not going to help marketers to reach this group. On the other hand, immigration history

in UK shows that most of the recent immigrants from Asian countries are young and

educated who can read and speak in English. On top of that, growing number of young

ethnic minority people who are born in UK feels more British than of their ethnic origin

like their ancestors. Therefore, marketers need to decide which sub groups (age) they

want to target.




For telecom industry with the concentration on international calls, it is natural that

young educated recent immigrants are most likely to use modern medium of

communication like Facebook and Skype to chat and talk to their relatives in back

home. Therefore, they consume a negligible amount of money on monthly basis for

international calls. On the contrary, uneducated people who cannot communicate in

English have no other means to call Bangladesh other than buying calling cards or using

MVNO mobile networks. Therefore, international calls industry’s main target should be

this segment of ethnic minorities.

It is important for advertisers to understand how ethnic minority group members feel

about being targeted by current multicultural marketing communication practices and if

English language media for the general market are still a good way to reach these

consumers. Past research has often employed a content analysis technique to gauge

instances of ethnic minority representation in advertising. However, a void exists in the

literature with respect to examining how ethnic minorities actually feel about tactics and

messages directed at them. Therefore a cross-cultural survey of adults in three ethnic

groups in the United States was carried out to examine these attitudes and also to assess

current media use patterns. The results suggest that English broadcast media are still a

good way to reach people across the various groups (Carrie La Ferle & Wei Na Lee,

2005). The study further reveals that attitudes toward the frequency and accuracy of

these groups as portrayed in advertisements are somewhat different from the negative

viewpoints historically found in the literature. In fact, the results suggest that today's

advertisements are not considered inadequate or inaccurate by many and that efforts

toward targeting ethnic minorities are potentially welcomed. However, a bi-modal

distribution across several representation issues indicates that advertisers must still be

cautious in the minds of some ethnic minority consumers. It is point to be noted here

that this research was done in USA Texas for anglo American, African American and

Hispanic American who are becoming part of US culture day by day. Therefore this

research may not be directly suitable for UK market in general and definitely not

suitable to represent all types of ethnic minorities, especially Asian background people.




On contrary to above research, another research was done in USA targeting same ethnic

group by Jaime Noriega & Edward Blair (2008) to find out how languages of

advertising influences the nature of thought from bilinguals. In their article, authors has

mentioned Deshpandé and colleagues (Deshpandé, Hoyer, and Donthu 1986; Forehand

and Deshpandé 2001) who found that ethnic self-identity affects whether a native-

language execution aids ad persuasiveness, such that a native-language execution is

more persuasive for people whose ethnic self-identity is high rather than low. Secondly,

authors have referred to Luna and Peracchio (1999, 2001) who found that it is

preferable to advertise to bilinguals in their first/native language not because of any

social or cultural considerations but simply because second-language words are more

difficult to process for bilinguals. Because conceptual links are more difficult to come

by for second-language words than for first-language words, less of a message will be

recalled when it is presented in the person’s second language. The moderators suggested

by this stream of research are any elements that affect the level of verbal processing

required by an advertisement or the ease of doing this processing. An obvious choice is

the audience member’s language fluency, and Luna and Peracchio (2001; see also Luna,

Peracchio, and DeJuan 2003) also find that high levels of picture–text congruity make

the process easier and allow for better recall of a second-language message. Thirdly,

Luna and Peracchio (2002, 2005) also consider language effects from the perspective of

affective response. Luna and Peracchio’s argument is that some words have more of an

emotional attachment when presented in the native language than in the second

language. This may occur as a result of sociolinguist tic differences. A bilingual’s native

culture may value certain concepts (e.g., family, relationships, religion) more highly

than other cultures, and the language in which the meaning of the concept is first

learned then becomes the prototypical representation of that concept. A possible

moderator suggested by this stream of research is the nature of the appeal of any given

advertisement. Jaime Noriega & Edward Blair (2008) started their research with

following three hypothesises:

H1: Native-language advertisements elicit a higher proportion of FFHH-related (family,

friends, home, or homeland) thoughts than second-language advertisements.

H2: The phenomenon predicted in H1 is moderated by context such that the effect is

stronger for advertisements in native-language contexts than for those in second

language contexts.




H3: A rise in the proportion of FFHH-related thoughts results in more positive attitudes

toward the ad and the brand and higher purchase intentions.

Author has done this research with a sample size of 82 with both man and woman in

equal numbers of bilingual people with the proficiency of English. They found all the

hypothesis are affirmative. Which means that advertising in native (first) languages

bring more business for the organization.

In another article by Rob Blackwell (2003) argues that several industry marketers agrees

that the response rate for Spanish languages direct mail is much higher than that of

generalized targeted language. Rob Blackwell (2003) pointed out that advertising with

wrong translation may bring negative effect. He states that pretending to be Chinese

while you are Korean is kind of insult to Chinese. On the contrary, Scott Koslow et al

(1994) argues that even though any mistake is done in translating or any means of

advertisement to reach a specific ethnic minority, that minority will respect it because,

they will understand you are trying to respect their culture. The authors has referred to

accommodation theory which explains that as person A becomes more similar to person

B, the like lihood that B will like A increases. The desire of person A to become more

similar to B is perceived by B as acknowledgment of the inherent worth of B's self- and

cultural identity, which results in positive feelings toward A and often in reciprocal

accommodating behavior (Thakerar, Giles, and Cheshire 1982). This attraction is

achieved through the reduction of linguistic dissimilarities by adaptation of speech and

nonverbal behaviors so that one person becomes more similar to the other.




5.4 Branding:

‘’Ethnic groups don't just absorb white Anglo-Saxon culture, they actively influence the

development of that culture. Most brands have an ignorance of it because most agencies

are non-multicultural. If you can get ahead of the curve and be a brand for new Britain,

you'll win in five or ten years' time’’ (Gray, R., 2004).

Kevin Robets, CEO of Saatchi and Saatchi stated in 2002, ‘’anyone who wants to go

global has to understand the local and the local of all their customers, because people

live in the local’’ (Mooij de Marieke, 2011).

Because above two quotes shows the importance of understanding ethnic minority

marketing. Marketers should go through extensive research to understand consumer

behaviour of ethnic minority, sensitivity of different cultures and its impact on

branding.

Branding plays a major rule in sales and marketing of any product. The main elements

of branding are name, logo and slogan. It means by right selection and implementation

of name, Logo (Sign), colour, music or slogan helps in strengthening brand name of a

product which results in long term profitability of the company. Though brand is

intangible, it has a huge economic importance for any organization. For instances,

intangible asset of standard and poor’s has increased 80% compared 30%to twenty

years ago (Clifton, R. Et al, 2009). Brand identity helps products to differentiate from

others. Differentiation enables consumers to recognize a specific good and it influences

in decision making process of a consumer (Knipp, A.V, 2009).

Brand identity consists of following six elements:

1. Brand origin: Where do we come from?

2. Brand leading competences: What are we able and capable of doing?

3. Brand vision: Where do we want to be?

4. Brand values: What do we believe?

5. Brand personality: How do we appear?

6. Brand performance: What do we do?




There are several different consumer behaviour models that can help managers to

understand decision making process of consumers. Ethnic minority consumer’s product

knowledge from different country and companies does not go with the supplier’s

communication which generally directs towards mainstream population. Ethnic

minority consumers exchange information and experience with the people from same

ethnic minority through affiliation.

The consumer passes through five phases before buying any product; need, recognition,

information search, evaluation of alternative, purchase decision and post purchase

behaviour.

Reaching ethnic minority may not be easy. Language barrier, limited access to paper

media, marketers lacking in understanding ethnic minority culture make it difficult for

marketers to design marketing strategy to be able to reach ethnic minority (Pires and

Stanton, 2005).

6.0 Conclusion:

This chapter of literature review has brought all kinds of debate from different authors

on the subject matters. It explores the importance of ethnic minority marketing, market

size for international calls and the competitions among rivals. This section also

highlighted the finding on ethnic advertisement with regards to use of ethnic languages,

actor and media in designing ethnic marketing strategy.




CHAPTER 3- METHODOLOGY

7.0 Introduction:

Research method gives us details about how we are going to achieve our research aims

and objectives. It also helps us to justify the method in the light of those objectives.

Data collection methods explain more particularly and precisely how data will be

collected. For example if the method is interview than how many will be conducted,

duration of interview, and how they will be analysed?

Research method gives details description of how data will be collected, analyzed and

decision will be made. This research will be done for finding brand position of different

international call providers. Therefore a list of name and logos of all international call

services such as Lyca mobile, Lebara mobile, Now mobile, Delight mobile, Cobra

calling card, Talk home calling card, Chilli talk, Dial a code, Simplecall will be

gathered in a page. As this research is to check buying behaviour of ethnic minority,

specially Bangladeshi and Pakistani, Therefore whitechaple and green streen, most

populated areas in London for Bangladeshi and Pakistani respectively will be selected to

gather primary data.

People from Bangladeshi and Pakistani origin will be selected randomly from the street

and they will be shown list of brand logos of different international call providers. Then

they will be asked about how they have come to know about certain products than

others to find out elements that influences building brand. Respondents will be asked

whether they buy any product only because of price or are they influenced by brand

identity.

This research will consist of both primary and secondary data. Primary data will be

collected by designing a questionnaire which will have both qualitative and quantitative

data.




Respondents will be shown both English and Bangla posters (Bangla alphabet) to the

Bangladeshi and English and Pakistani Poster (written with Urdu alphabet) to check

which poster they can read and understand more.

At the end of the Survey, all the data will be entered in spreadsheet to find out the result

of the survey.

This survey is done by filling up questionnaires by taking direct interviews of randomly

selected people from Whitechapel, London, UK. Whitechapel is selected as because it is

the main meeting place of Bangali community living in London and hub of Bangali

community living outside London. As most of the Bangali working in restaurants

outside London visit Whitechapel on Monday and Tuesday, survey was done on

Tuesday. Researcher was careful enough to select people from different age groups (20-

30, 30-45), different professional background (student, employed) as well as both male

and female.

This survey consists of mainly two parts:

To compare brand strength of dial-a-code with other international call providers

like Lyca, Lebara, Vectone, Nomi, Talk mobile, and Chilli Talk within Bangali

community towards VOIP service provider. This has been done by Q1 and Q2

by asking brand name and asking to identify logos of different service providers.

To find out the best advertisement medium for Dial-a-code service. Currently

Dial-a-Code advertise through TV, Press, Social media and POS materials

(Poster, sticker, open/close door sign, pen. Retail staff uniform). People were

shown dial-a-code poster designed in Bangla and asked whether they know

about the service or not. When people told they know Dial a code, they have

been asked how do they come to knew about it (TV/Press/ Poster/

Recommendation/ Others)




7.1 Nature of research:

This research will be analytical in nature. Research can be of two types; Descriptive and

analytical. Descriptive research includes surveys and fact-finding enquires of different

kinds. On the other hand in analytical research, researcher has to use facts or

information already available, and analyze it to make a critical evaluation of material

(Dr. C. R. Kothari, 2009). As the aim of this research is to find out best advertisement

medium for different ethnic minority in London specially Bangladeshi, Pakistani and

Indian, analysis of data will be done to find best electronic, paper media and other

media which reach the target population easily.

7.2 Research strategy and Data collection Method:

‘Research Strategy is a general plan of the researcher will go about answering the

research questions he has set. It will contain clear objectives, derived from research

questions, specify the sources from which the researcher intend to collect data, and

consider the constraints that he will inevitably have (for example access to data, and

time, location and money, ethical issues)’ (Saunders et al., 2003; p. - 90).

On the other hand, Data collection is a process of preparing and collecting data. Data

are mainly two type’s qualitative and quantitative. One of the most important matters is

that what data collection method should be adopted in this study. The use of qualitative

or a quantitative approach or both is determined in this section following a discussion of

the different methods and their advantages and disadvantages.

This research is based on both primary and secondary data. Secondary data is collected

from published books, magazine, articles and journals both from online and library.

Primary data is collected by designing a closed ended and open ended questionnaire.

Both qualitative and quantitative approach is applied to collect primary data. Qualitative

data is derived from words and is collected through a non-standardised method where

the researcher classifies data into categories. The analysis is conducted through

conceptualising the data into a meaningful view of the response. On the other hand,

quantitative data is derived through numbers and the collection of results is numerical

and standardised. The analysis is done through use of diagrams and statistics. Christy, et




al (1999) argued that quantitative research gives an accurate and mathematical measure

of results.

Qualitative data depends more on the researcher’s ability as to how it structure, analyse

and derive conclusions from the raw data collected. Although qualitative data is not as

reliable as quantitative data it can provide a deeper understanding for a specialist subject

(Mariampolski, 2001).

Quantitative techniques are usually based on questionnaires or other types of surveying

methods. They use closed ended questions which lack depth. Qualitative data also uses

open ended questions which give room for discussion and ideas generation.

Following methods are useful for qualitative data collection:

Participant Observation, Non-participant Observation, Field Notes, Reflexive

Journals, Structured Interview, Semi-structured Interview, Unstructured Interview,

and Analysis of documents and materials.

On the other hand researcher can use one or many methods of quantitative researches

below:

Statistical, General linear model factor analysis, literature reports, surveys, policies

and Census.

There are two separate ways in which qualitative research can take place: the first one is

individual in depth interviews which take one or two hours and are conducted with one

person at the time either through discussion or through a set of open ended questions.

The second one is focus group which is the use of a composed of a small number of

people, normally six to twelve per group for a period of one to four hours. Focus groups

can either take a formal structure where the interviewer also called moderator follows a

set agenda with a set of questions or an informal structure where the moderator

introduces a subject and directs the focus of the discussion in the desired direction,

without influencing the participants’ responses. Focus groups also make use of group

dynamics (group development and relationship) where two opposing sides of the group

hold a discussion generating a greater depth in their response.




The use of interview is predominantly used in academic research where the data needs

to be precise and focus groups are more commonly used in professional circumstances

due to their economical and time advantages (Saunders et al 2003).

The main drawback of focus groups is that it offers people to reward extrovert people

and more passive members will not express their opinion. On the other hand, in an

interview the individual can be more informative when expressing their opinions.

On the contrary quantitative research has advantages like generating results that are

statistically reliable if the research is designed and conducted properly (Nykiel, 2007).

Then another prominent advantage is that results are projectable to the population. The

primary disadvantage of quantitative research is that issues can only be measured if they

are known prior to the beginning of the survey. Thus the researcher should have prior

knowledge and be familiar with the issues he intends to incorporate in the questionnaire

for his research. Another of Nykiels (2007) criticism is that in quantitative method the

researcher is detached and objective, though researcher gains, analyses and interprets

quantitative data. Conclusion

This research is done to find out best advertisement medium to reach ethnic minority

who make international calls. Though white British or people from main population also

make international calls, they are excluded from this research. Because, international

calls made by main population compare to ethnic minority is negligible. On the other

hand, there are people of second generation or third generation from ethnic minority

background who should be also excluded from this research because they do not make

international calls and they share almost same mindset of main population. Therefore,

the qualifying question of the survey of asking respondent whether he make

international calls or not, helps to decide surveyors whether to proceed further or not.

This research targets three types of ethnic minority groups- Bangladeshi, Pakistani and

Indian community in UK. According to Censes, London is the most multicultural city in

the world and majority of ethnic minority people in UK lives in London. London

Research Centre projections show that the proportion of ethnic minorities in 2001 will

range from 56 per cent in Newham; 51 per cent in Brent; 42 per cent in Tower Hamlets;

39 per cent in Ealing and 38 per cent in Hackney, down to five per cent in Havering;




seven per cent in both Richmond and Bromley, and eight per cent in both Sutton and

Bexley (Storkey Marian et al, 2007). The 2001 National Census recorded 153,893

people of Bangladeshi origin living in London and just over two fifths as living in

Tower Hamlets. Newham has the highest proportion of non-White ethnic groups in the

country, with 61 per cent of the population drawn from Mixed, Asian or Asian British,

Black or Black British, Chinese or other ethnic group. Newham has the second highest

proportion of Asian population in England and Wales. It also has the second highest

proportion of Black Africans in England and Wales (Newham council census, 2001).

Therefore, these two councils Tower hamlet and Newham have been selected as the

most appropriate place to collect data for the targeted ethnic minority. Whitechaple and

Eastham tube stations are the most crowded place in Tower hamlet and Newham

respectively. There are small shops which sells only international calling cards and

international mobile chips in the street in front of these stations. Because of the

discounted rate from this specialized calling card shops, most of the users of

international calls comes to this areas. Hence, researcher has decided to do the surveys

in mentioned areas. A questionnaire has been designed to collect both qualitative and

quantitative data. It is not known from beforehand what might be the possible results or

more specifically what advertisement medium is being used by a specific ethnic

minority, therefore open ended questions is best suitable to collect qualitative data.

From this qualitative data, researcher has collected quantitative data by entering the

results of qualitative data in excel sheet. It is understood that people are reluctant to give

time for interviews to fill up the questionnaire. Therefore Tmobile chips with £5 credit

to make international call using dialacode services has been given as an incentive to

each respondents. Each interview lasted for about 8-12 minutes. People were selected

randomly from the street. While a group of friends or family members were together,

researcher took interview from only one person in the group to avoid any kinds of

duplication or biasness of the information.




7.3 Sampling:

Sample- is a representative number of elements or people of the total population to be

studied that is homogeneous within itself and heterogeneous from other population.

Sample Population

Figure 7: Population, Sample and Individual cases.

Source: Saunders, et al (2003), p.151.

Population-is a full set of elements from which a sample is taken.

Sampling techniques provide a range of methods that enable us to reduce the amount of

data that is needed to be collected. It collects the data from a subgroup rather than all

possible case or elements.

Reasons for drawing sample:

Less time consuming than census;

Less costly to administrator than census;

Less cumbersome and more practical to administrator than the census of the

targeted population.

There are different types of sampling methods, most common are; simple random

sampling and Stratified sampling. Researcher use simple random sampling where

selection of any sample can represent whole population. On the other hand, stratified

sampling is useful when there are variances among population and understanding of

different sub groups is necessary. In this research, stratified sampling is used to

differentiate among ethnic minorities from different background, such as Bangladeshi,

Pakistani and Indian. But, further subgroups in any specific ethnic community are not

necessary. Because of people from any specific community shares the same cultural

root in respect of ages and educational levels. For instance, a Bangladeshi young

immigrant watches the same Television channel like old Bangladeshi immigrant.




Therefore a simple random sampling is used while doing survey for any specific

community.

This research has been done to find out best advertisement medium to reach ethnic

minority in UK, especially Bangladeshi, Pakistani and Indian Community. Therefore

selection of sample size should be big enough to represent whole population. A sample

size of 50 from each ethnic group has been surveyed randomly from the street. A

qualifying question of asking which ethnic minority group the respondent belongs to,

helped researcher find out exact sample size of 50 from each ethnic minority group.

7.4 Limitation of research:

Though a small sample size of 50 may not represents whole population of Bangladeshi,

Pakistani and Indian but because of shortage of time to finish this report on time, it was

necessary to make the size as small as possible. Therefore, in any future study when this

research will be done with bigger sample size, a better result may come out. Selection of

a specific council for instance, Tower hamlet for Bangladeshi community may not

represent whole Bangladeshi community in UK. Therefore, in future, survey can be

done in some other cities of UK as well.

7.5 Ethical Issues:

It is important to always keep in mind the ethical issues while conducting research. In

secondary research, researcher must refer to the original author for any ideas taken from

any articles, journals, books or previous research in order to avoid plagiarism. On the

other hand, researcher should maintain privacy of respondents while collecting primary

data. Researcher must ensure no body is negatively affected by the data given by any of

the respondents. It is to also make sure that research is carried out within social

standards and legal framework of the state or environment. It is the general expectation

from the researcher that he will let the respondents know about the outcome of his

research at the end.

During course of conducting research ethical issues can arise at various stages in the

research, and these issues have to be seriously taken into account by the researcher.

Issues relating to integrity and discipline could be of concern to the researcher, and

cannot be ignored. The underlying reasons for taking into consideration ethical issues is




that no harm involved to the participants and the consent of participants has been taken

prior to the research. Furthermore the researcher has to ensure that the research did not

involve deception or invasion of privacy of the respondent, and also ensure that

confidentiality and anonymity were present during the research. All these issues need to

be taken into consideration by the researcher as it is both the legal and ethical

requirement during course of research.

In this research there was no requirement to take personal data and respondents were

explained about the purpose of the research. Therefore, all the ethical issues were

ensured during the study.

7.6 Anticipated Time Line:

It is also important to make sure researcher have a pre plan to finish the research within

stipulated time frame. Gants chart of breaking down research helps researcher to cope

with time. This research will go with following time frame:

Research Proposal 5th August 2011

Literature Review 15th October 2011

Questionnaires 27th October 2011

Data Collection 25th November 2011

Data Analysis 15th December 2011

Draft of Report 15th January 2012

Final Submission 5th February 2012

Table 3: Anticipated time plan for research




CHAPTER 4- FINDINGS

8.0 Introduction:

This chapter presents the finding of the survey questions with regards to the aim and

objective of this research. The questionnaire was divided into mainly three parts;

information about advertisement, branding and about effectiveness of core

communication’s dialacode services advertisement. These findings are presented here in

three separate sections according to the questionnaire.

8.1 Process of Data Collection:

Data is collected through close and open ended questionnaire from 50 respondents from

each ethnic minority of Bangladeshi, Pakistani and Indian ethnic minorities. People are

selected randomly from the streets in front of Whitechaple (Bangladeshi), Upton park

(Pakistani and Indian). They were told of £5 credit T-mobile sim as a reward of

attending the survey. Respondents were first classified as whether from Bangladeshi,

Pakistani or Indian background. Otherwise, they have been excluded for being

surveyed. Collected data from three different sets of minorities was entered in three

different spread sheets for calculation and results. After the data is received from the

spreadsheets it was entered into excel to make graph and pie charts to give it a better

visual effect for better understanding.

8.2 Findings of the Questionnaire:

In line with the aim and objectives of this research, data has been classified mainly in

three categories. First of all, this research seeks to find out best medium of

advertisement from all types of available paper and electronic media with the specific

name for each ethnic minority group. Secondly, after finding name of best medium for

advertisement researcher wanted to find out method of advertisement that influence

buying behaviour of ethnic minority, for instance, paper media or electronic media.

Finally, this research will establish most favourite international call service for ethnic

minority.




Survey results shows that 65% of respondents are of the age between 26-35, 20%

between 36-45 and 15% between 17-25 years. This result resembles the 1991 census

report presented in a graphical form by Ballard Roger (undated) which shows most of

the Bangladeshi, Pakistani and Indians are young. As this survey has been done with the

people age above 17, therefore, children under age 17 are excluded from this survey. So,

this sample of 150 respondents actually represents whole population. 75% of surveyed

sample are male and 25% are female. According to the Census 1991number of females

are slightly lower than male ethnic minority. But this big difference of sex in this survey

is because of Asian females are most likely not to talk to unknown person (surveyors) in

the street.

8.2.1 Best medium of advertisement:

As we have discussed earlier advertisement can be done through different mediums;

Television, Newspaper, Radio, Internet, mobile SMS, Bus, Tube, Billboards, leaflet,

Sticker, Shop windows, Posters etc. All the ethnic minorities in UK have their own TV

channels and news paper broadcasted and printed in their own languages. According to

survey report, 90% of the respondents (Bangladeshi, Pakistani and Indians) out of 150

randomly selected people have access to Television channels and all of them watch

ethnic TV. Only 45% of the respondents watch non ethnic TV channels. 65% of the

respondents read ethnic news paper and only 39% read national news paper. 47% of the

respondents listen to radio and 31% of the respondents use internet. Results of the

survey are explained below separately for Bangladeshi, Pakistani and Indians ethnic

minority.

There were 50 respondents from each ethnic minority group. So, data has been

presented in a percentage format with 50 respondents as 100% results.




8.2.1.1 Bangladeshi ethnic media:

87% of Bangladeshi has access to ethnic TV channel. Report shows that almost all of

the viewers watch all the Bangladeshi TV channels in UK. But they give preference to

some TV channels over others and spend most of the time with favourite TV channels.

Channel S and ATN Bangla is the most favourite Bangladeshi TV channel in UK.

Result of the survey is presented below.

Channel S; 43.00

ATN Bangla; 35.00

NTV; 33.00

Channel i; 31.00

Desh TV; 15.00

Bangla TV; 27.00

Channel NameChannel SATN BanglaNTVChannel iDesh TVBangla TV

Figure8: Popularity chart of Bangladeshi ethnic TV

37% of Bangladeshi watches non ethnic TV channel. BBC and Sky news are most

favourite non ethnic TV among Bangladeshi. 57% of the Bangladeshi read ethnic news

paper. Potrika, Notun Din, Surma, Bangla Times, London Bangla, Jummabar are read

by Bangladeshis. Potrika and Notun Din are the most favourite news paper among this

ethnic minority.

Potrika; 26

Notun Din; 19Surma; 18

Bangla Times; 13

London Bangla; 11

Jummabar ; 5

PotrikaNotun DinSurmaBangla TimesLondon BanglaJummabar




Figure 9: Popularity chart of Bangladehsi ethnic Newspaper

43% of Bangladeshi respondents read national newspapers. Metro, evening standard and

The Sun are mostly read national newspaper by Bangladeshi ethnic minority.

Only 29% Bangladeshi listens to radio. Most favourite Bangali radios are; Capital FM,

London Hart, BBC world and Magic.

25% of Bangladeshi ethnic minority use internet. Facebook, hotmail,yahoo, gmail,

Youtube, dramaserials.com. prothomalo.com are mostly viewed websites by

Bangladeshis.

8.2.1.2 Pakistani Ethnic Media:

78% of Pakistani ethnic minority watch Pakistani Television channels in UK. ARY TV,

DM Digital, PTV, Sunrise, Hum TV,Visan, Geo News, Hadit TV are most watched

Pakistani Television channel in UK. ARY TV and PTV is most favourite channel

among Pakistani minority. 60% of Pakistani watch ARY TV, 47% watch PTV and 39%

watch Geo News.

ARY TV

PTV

GEO New

sVisa

n

DM Digital

Sunris

e

Hum TV

Hadit T

V0

5

10

15

20

25

30

Figure 10: Popularity graph of Pakistani ethnic TV

Sky news, BBC, I TV, BBC-3, Itv-2 are some of the non ethnic Television channel

watched by Pakistani ethnic Minority; Sky news and BBC are most favourite non ethnic

TV channels with 45% and 37%, Pakistani viewers respectively




Jang, Ausaf, Nayawaqt, Dawn and Kashmir news are most read Pakistani news paper.

Jang and Nayawaqt are most favourites among Pakistanis.

Jang Ausaf Nayawaqt Dawn Kashmiri news

0

5

10

15

20

25

30

35

40

Figure11: Popularity graph of Pakistani Ethnic Newspaper

Metro, Sun, Star, Daily Mirror and Evening Standard are most read national newspaper

by Pakistani ethnic minority. Metro and Sun is read by more than 30% Pakistani ethnic

minority.

63% Pakistani listen to Radios which are Sunrise, Kismal, FM103 Pakistan, FM 106

UK. Sunrise and FM 103 Pakistan are most favourite among Pakistani ethnic minority

in UK.

Most of the Pakistani do not use internet. Only 25%, most of them are Pakistani

students visit different websites for checking their mail, entertainment and study

purposes.




8.2.1.3 Indian Ethnic Media:

Most of the Indians have access to ethnic TV channel. Watching Television is part of

their day to day life. 93% of Indian watch Indian Television channel. Star plus, Zee TV,

Zee 1, Sab TV, Star TV, 840 Channel, 847 channel(Panjabi) are some of the most

favourite Indian ethnic minority channel in UK. ZEE TV and Star plus are most

watched TV. Zee TV is watched by 80% of Indian and and Star plus is watched by 65%

of Indians. Zee TV is Indian movie channel. Both male and female watch this channel.

But Star plus is mostly watched by female.

Star Plus; 34

Zee TV; 46

Zee 1; 27Sab TV; 24

Star TV; 29

840 Channel;

21

847 Channel; 22

Star PlusZee TVZee 1Sab TVStar TV840 Channel847 Channel

Figure 12: Popularity Pie Chart of Indian Channel

55% of Indian watches non ethnic TV. BBC new, British Asia, Sky news, MU TV, Itv,

BBC 1 and BBC 2 are some of the mostly watched non ethnic TV channel watched by

Indian. Among these channels, Itv and BBC-1 are most favourites among Indians.

55% of Indians read ethnic newspapers. Spokesman, Gujrat Samachar, Indian Post,

Panjab Time and Despordesh are some of the most read Indian ethnic newspaper in UK.

Gujrat samachar and Despordesh are most favourite newspapers with 50% and 48%

Indian readership respectively.




Spokesman; 16

Gujrat Samachar;

25Indian Post; 19

Panjab Time; 15

De-spordesh;

23SpokesmanGujrat SamacharIndian PostPanjab TimeDespordesh

Figure 13: Indian ethnic Newspaper Popularity pie chart

Metro, Evening Standard, Star, Citi AM, The sun and The Star are some of the favourite

national newspaper among Indian ethnic minority. Metro and the Sun are most

favourite. 35% Indian read Metro and 21% read the Sun.

52% Indians listen to Indian radios. FM 458, FM 1031, Club asia, Sun rise, Desi Radio

are mostly listened Indian radio station. Sunrise and Desi radio are most favourite

Indian radios.

65% of Indians browse internet. Youtube, facebook and moviedeshi.com are some of

the mostly visited websites by Indian ethnic minority in UK.




8.2.2 Influential advertisement method for international calling:

Almost most of the Bangladeshi, Indian and Pakistanis are influenced by advertisement.

Only, 8% people are not influenced by advertisement. They said, they buy calling cards

or international calls with a referral from their friends, family or shop keeper.

Bar chart presented below shows that TV, Bus and Window Posters are most efficient

methods of advertisement to reach ethnic minority of Indian and Bangladeshi and

Pakistani community

TV BUSTU

BEPRES

S

Window Poste

r

Online

Radio

Leaflet

05

101520253035404550

IndianBangaldeshiPakistani

Figure 14: Bar diagram of efficient method of advertisement for international calling

From the 50 respondents 90% of Indians, 85% Bangladeshi and 78% Pakistani have the

access to ethnic minority TV channel and are influenced by TV advertisement which

influences their buying behaviour. As most of the ethnic minority people are of low

income, majority of them use bus for their transport instead of using private car. Hence

on an average more than 85% of ethnic minority people from above three communities

notice bus advertisement. Almost similar percentage of people, also see advertisement

on the Tube. It is to be noted here that Window poster (POS material) is on the third

position in terms of respondent’s visibility. Marketers know that TV, Bus and Tube

advertisements are the most costly medium of advertisement. Hence, window posters

advertisement should be the first choice of advertisement for the organization with an

average budget. Only few people go online and listen to radio. Though most of the

people take leaflets in hand but they hardly read it.




8.2.3 Favourite International calling service:

Most of the respondents among surveyed communities use both MVNO and Calling

cards.

Bangladeshi Indian Pakistani0

10

20

30

40

50

60

MVNOAccess CodeCalling Card

Figure15: Mostly used international calling type products

Calling card is most favourite product to Bangladeshi, Pakistani and Indian

communities. 18% of People who have a main network mobile like Tmobile, orange

and 3g have used access code service like dialacode.

Lebara Lyc

aNow

Simplec

all

Vectone

Dialaco

de GT

Calling C

ard05

1015202530354045

BangladeshiPakistaniIndian

Figure 16: Favourite brand name for international calls

Lyca and Lebara are most favourite MVNO’s for Indian and Pakistani Communities

and most of Bangladeshi community likes simplecall mobile. Calling card is most

favourites calling service among all three communities. White card, Cobra, Talk home

and Chilli Talk are some of the most favourite calling cards among these three ethnic

communities.




8.2.4 Findings on Branding:

8.2.4.1 Branding – Name:

Respondents have been shown a list of brand names that are providing international call

services in UK. Brand names shown are Lebara , Now Mobile, Vectone, Talk Mobile,

Dial-a-code, Lyca Mobile, Chili Talk. Total 51 respondents have participated. Result of

the question number one is shown below:

Brand Name Quantity

Lebara 45Lyca 47Now mobile 41Vectone 44Talk Mobile 25Dial-a-Code 11Chili Talk 30

Table 4: Brand name for MVNO’S

From the above table it is clear that people are very aware of brand names. Lyca and

Lebara is the mostly known name in the market. Vectone and Nomi are in second

position. Dial-a-Code name is known to only 21% people.

88.23%92.15%

80.39%86.27%

49%

21.56%

58.82%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Lebara Lyca Nomi Vectone TalkMobile

Dial-a-Code

ChiliTalk

Figure 17: Brand name for MVNO’s




Unexpectedly, Talk mobile has higher (double) brand awareness than Dial-a-code

though it does not advertise much or does not have a retail team like dial-a-code.

Surveyor observed that people were looking for T-mobile name when they were shown

the list of brand names. So, there is high chance that respondents have mixed up Talk

mobile with T- mobile. So may be because of that Talk mobile number has exceeded

dial a code number.

It is also found that most of the respondents have at least tried once all major brands

such as Lyca, Lebara, Vectone, Nomi and Chilli Talk.

Though at the start of Feb’2011 Vectone was the mostly heard name in the market, but

it seems from the above report that it is decreasing by time and people already have

negative comments about it (Noisy line and false billing).

8.2.4.2 Branding-Logo:

Objective of Q2 is to find out whether people know/saw the brand logos or not. People

were shown logos of Lyca, Lebara, Vectone, Nomi, Talk Mobile, Chilli Talk and Dial-

a-Code and asked to identify familiar logos.

It is worth noting here that all the logos shown have the name within the logo. So, it

may be difficult to verify whether people are aware of logos or not as surveyor has

observed that people were reading out logos the way they have read brand names for

Q1.

Brand Name Quantity PercentageLebara 47 92.15%

Lyca 42 82.35%

Now Mobile 35 68.62%

Vectone 43 84.31%

Talk Mobile 23 45.09%

Dial-a-Code 15 29.41%

Chili Talk 26 50.98%

Table 5: Result of Brand Logos for MVNO’s




15 respondents out of 51 have seen Dial-a-code logo whereas only 11 respondents have

said they have heard of the name Dial-a-code (Q1). When people have said they have

seen dial-a-code logos, surveyor has asked them the timing and location of seeing that

logo. They said either they have seen in TV or in poster. Few of them said they do not

remember where they have seen it.

Though in terms of knowing brand name Lyca mobile exceeds Lebara but in terms of

Logo Lebara and Vectone has exceeds Lyca mobile. Surveyor feels that it is may be

because of widow hiring and decorating it with Lebara and Vectone stickers (Borders)

with big logos. It is worth noting here that Lebara/Vectone focuses more on window

borders than posters. Lyca mobile also hire windows but its decoration is not as

attractive as Lebara and Vectone.

8.2.4.3 Branding-Dialacode:

People were shown Bangla poster of dial-a-code and asked whether they know about

this service. 27 respondents out of 51 have replied affirmative which is approximately

50%.

Do you know how it works?

16 people out of 27 who responded positively have said they know how it works and the

most of them sometime use the service. So 16 people out of 51 which is 31% know how

dial-a-code service work.




How do you know about Dial-a-Code?

This question has been added after surveyor has already filled up questionnaire of 15

respondents. So, result of this question is actually based on 36 respondents.

Advertisement Materials Respondent Quantity

Television 10

Press 1

Poster 14

Referral 1

Others 0

Table 6: Dialacode’s best advertisement medium

It is seen that postering is more effective than TV advertisement. When surveyor did

another survey at the Feb’2011 found that most of respondents knew dial-a-code by TV

advertisement. Poster (English) was hardly understood or seen by people.

Based on that findings dial-a-code had designed bangle poster with new lay out and

3p/min offer to Bangladesh for only Feb’2011 whereas normal call rate for Bangladesh

is 5p/min . Therefore it is noticed that 3p/min campaign and bangle poster was really

effective.

Most of the Bangladeshi people other than students and professionals, living in Tower

hamlet can hardly read English and some (specially woman) even cannot read Bangla.

People most of the time look at the headline of newspapers or just scan through it. From

above table it is found that press advertisement is not effective for dial-a-code for

Bangladeshi community.




8.3 Conclusion:

The objective of this chapter was to present all the findings of the questionnaire in

accordance with the research questions on three different issues; firstly, to find out best

medium of advertisement for Bangladeshi, Pakistani and Indian community. After

finding out best advertisement instrument, it was important to know how ethnic

minority perceive branding. Does name, logo or colour of any organization affects their

buying behaviours. Results of these were presented with the light of international calls

in this section. And most importantly, dialacode services advertisement techniques of

using an English poster and Bangladeshi poster were presented here which found that

dialacode should use ethnic minority centred posters.




CHAPTER 5- DATA ANALYSIS

9.0 Introduction:

After the findings of the report, data analysis is required for both quantitative and

qualitative details. In this chapter, we will discuss how questionnaire was set, how those

questions are related with the objective of this report and how the data was analysed to

draw the conclusions.

9.1 Analysis of the Questionnaire:

The questionnaire can be mainly divided into four sections:

9.1.1 Respondent’s information:

There is mainly three parts in this section. Author has collected age, gender and

occupation of the respondents in order to classify and analyse reports according to

different age group, gender and occupation. It is important to collect this information so

that marketers can target the most profitable age group or gender or the occupation.

Because, while making an advertisement for young is not appropriate for old people.

Our finding is that young people between the ages of 18-30 spend more time on

international calls. But the mid aged people between the ages of 31-40 years old spent

highest for international calls though they talk less than young people. Older people

with 40+ years of age spend very less for international calls. The reason behind this

finding is that, most of the young immigrants from back home feel homesick or they

have affair at back home. Therefore, they spent huge time on international calls. But the

fact is that most of the young people are educated as well who use Skype, Facebook or

MSN for international calls which is free of cost. On the other hand, most of the young

immigrants in UK are living as students who don’t have much extra money to waste.

Therefore, they do not spent more than £10-£15 a month on international calls. Most of

the young aged people are male. On the other hand, most of the middle aged people who

are half educated or not educated at all spent £20-£30 a month. People of this age group

are 70% male and 30% female. As this is the most profitable age group therefore,

marketers should target both male and female. Finally, People with 40+ age spent only




£5-£10 a month. People of this age group are 40% male and 60% female. Most of the

old aged females do not have anything to do as they are retired. They do not go out

much as their male counterparts. Moreover, they do not have many relatives here in this

country because they settled here in UK at least 50 years before. That is the main

reason, female in this group spent more time on international calls than male. So, if any

marketers are targeting this age group, they should definitely put some emphasize on

female motivation.

9.1.2 Advertisement information:

In this section of the questionnaire author asked respondents about advertisement

related questions to find out what is the best medium and best technique to reach these

three Bangladeshi, Pakistani and Indian ethnic minority. First of all, it was important to

understand, whether respondents are influenced by advertisement at all. Then, it was

important to understand what factors motivate buying behaviour of the target group; is it

price or quality of the line or is it promotional activities? Then author asked straight

open field questions about which national and international TV, newspaper and radio

respondents watch and listen to. The question was open field not a multiple choice

question as because it was unknown to author at the beginning name of all the TV

channel or news paper for these three different ethnic minority. After getting the

answers of these questions, author chalked out all the TV channel names, news paper

name and radio names and classified it into three different sub categories based on three

different ethnic minorities. Then all the data was entered into the tally sheet so that

author can add up all the data so that it is presentable in the percentage and graphical

format.

Second set of questions in this section was to learn about respondent’s attention to

different advertisement methods such as online advertisement, BUS advertisement,

Billboard, Tube, Leaflet or window sticker and posters. This question was necessary to

help marketers identify best medium of advertisement to design advertisement strategy

in most economical way. If any organization have limited budget, they should select the

best medium with low cost. In this section we found, the best medium of advertisement

is window posters and stickers.




Finally, the question was set to find out which material or tools the respondents like

most for making international calls? Is it calling card, access codes for mobile or

landline or MVNO’s-direct call from mobile? This question is necessary to find out

what is best product to cater the needs for these three ethnic minorities. If any

organization has limited budget for this industry, which product they should launch or if

any organization have all the products, which product they should advertise more. Our

finding was that most of the people use both calling card and MVNO’s. But most of

them believe, they get more minutes from calling card than MVNO’s. Therefore, much

of their spending for international calls are done with calling card. This findings is

matching with the fact that calling cards announces false minutes like 1000 minutes for

£5 for Bangladesh while it gives only 150 minutes. But MVNO’s advertises per

minute billing system and true billing. Therefore, people have the feeling of getting

much minute from calling card than MVNO’s. Therefore, organization should spend

much money on calling card promotion and advertisement.

9.1.3 Information about branding:

In this section of questionnaire, it was intended to find out which MVNO’s has the

highest brand image in the market and how they have achieved that brand image. This

information will help any future organization coming into this industry to build their

brand in most efficient way.

Firstly, author has presented all the MVNO’s name to the respondents to find out which

name they are familiar with.

Secondly, author has presented all the logo’s of the MVON’s to see which logo they

recognize.

Thirdly, author presented all the slogans of the MVNO’s to find out which is the slogan

they heard most.

In all these three questions, author has posed the counter questions to find out where did

they see these name or logo or slogans. It was necessary to find out how these logo are

reaching the ethnic minorities.




9.1.4: Information about Dialacode poster advertisement:

In this section, author intended to find out which language of poster advertisement is

more effective for ethnic minority. Is it native language or the standard English

language?

Therefore, author has shown both English and Bangla poster to Bangladeshi community

and checked with different sub set questions which language poster people understand

much.

Author found that people do not understand English poster clearly. They understand it is

an international calling poster but they do not understand how to use it.

But in Bangladeshi poster, they understand all the information clearly.

Therefore, it is recommended that advertisements should be in ethnic minority’s own

language.

9.2 Conclusion:

In this section we have analysed all the questions set and why was it important to design

questionnaire in this manner. In next section we will draw conclusion and recommend

dialacode some tips to develop their advertisement and branding strategy.




CHAPTER 6- CONCLUSION AND RECOMMENDATION

Why does company spend millions on advertisement? Cant a company sells a product

comparatively with cheaper price by saving money from advertisement? With these

questions in mind, I studied about importance of advertisement. I found, in this world of

globalization and booming of media, advertisement plays a major role to sells the

product and acquires more customers even with higher price. We cannot think of any

marketing plan without advertisement nowadays.

Though, UK is a European English country, scholars of statistics and demography

predicts white British will become minority in UK with the course of time. UK is a

multicultural country. Every year thousands of immigrants settled down in UK. Birth

rate is high among immigrant people like African or Asian people compare to white

British. Therefore, any companies selling ethnic minority based product must

understand buying behaviour of ethnic minorities. They need to understand, ‘’ Why

does a Bangladeshi prefers going to Bangladeshi grocery shop than Tesco or Asda?’’

The purpose of the research is to find out best advertisement medium to reach ethnic

minority from Bangladeshi, Pakistani and Indian background. This proposal

encompasses the proportion of ethnic minority groups in UK, and how these growing

numbers have initiated new trends in marketing. The concept of ethnic marketing is

discussed and the characteristics that identify its use to fulfil consumer needs. Then the

impact of Globalisation and the changes that have occurred due to it, and also its role in

strengthening ethnicity is highlighted in this proposal. Also an overview of the

telecommunication sector and the role of MVNOs in the telecom sector have been

discussed, so that the researcher is aware of the current position of telecom industry.

Today’s fast paced business environment breeds many challenges for the telecom

sector, and to keep up with competition and be competitive companies need to be

innovative. Challenges and future trends in telecom sector in the UK like identification

of products with higher brand identity, best medium of advertisement to reach out to




consumers, an increase in price wars are a few of the concerns that companies need to

take into account.

It is being found during survey that both Bangladeshi and Pakistani watches some hindi

Television channels like B4U and Star Plus. Only 60 years before Bangladesh, Pakistan

and India was one country. Because of that reason Pakistani and Bangladeshi still love

to Watches some Hindi channel.

Any company targeting both Indian male and female consumer should advertise on Zee

TV but for any female only product, Star plus will best serve the purpose.

Any company targeting Muslim Bangladeshi, Pakistani and Indian should choose Peace

TV, Peace TV Urdu and Channel Islam or Iqra TV. Peace TV English is the most

favourite among general Muslims of these three ethnic communities.

As 92% Bangladeshi, Indian and Pakistanis are influenced by advertisement, it is very

important for any organization that produces ethnic minority based products to keep a

good budget for advertisement. Though TV, Bus and Window poster are most efficient

method of advertisement to promote international calling services; But in terms of cost,

definitely window poster should get the first priority. Because of TV and Bus

advertisements are more costly than window poster advertisements. Therefore, any

company with big budget, especially at the time of launching any product, company

should advertise in all the three medium of advertisement- Bus, TV and Window Poster.

But company with limited budget should choose window poster advertisement.

It is also observed that a remarkable percentage of Bangladeshi and Pakistani have

weakness of speaking and reading English. Therefore any advertisement targeting these

two communities should be done with their own language.




Recommendation

Core Communication should put more emphasize on promoting calling card services as

Calling card is the most favorite product among Bangladeshi, Indian and Pakistani

communities. Core Communication already has Dialcall calling card in the market

which is not known by most of the surveyed respondents. Therefore, Core

communication may take following actions:

It should spend good percentage of their budget to promote calling card.

Company may even consider introducing some more calling cards in the market,

each one specialize for a specific targeted ethnic minority. For instance, a

specialized calling card for Indian community should give more minutes to India

than other countries.

This calling card should be heavily advertised in Indian Television media.

Core communication should make special A2 size window poster for each

calling card.

Sales agents of Core Communication need to be properly trained to be able to

stick the poster on the right place of shop windows.

All the TV advertisement and poster should be done with the ethnic minorities

own language.

Dial-a-Code should design sticker like Lebara. For example one sticker for

Bangladesh with only Bangladesh flag, Logos of T-Mobile, orange and 3g and

access code. Similarly we can do different sticker for different countries.

Another sticker is only with dial-a-code logo. We can stick one country sticker

and one dial-a-code sticker side by side and make a frame permanently in shop

window.

As most of the people said they have heard the name of Lyca, Lebara and

Vectone in stall/street activities so dial-a-code should also open some stalls

permanently for long time.




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Appendix A: Questionnaire

Market Research

Do you make international call? If not kindly do not proceed.

Respondent number:

Question Answers Free field feedback

Age under 16,

17 - 25,

26 - 35,

36 - 45,

45+

gender Male

Female

occupation Student The 'others' column consists

mostly of studentsJob Holder

Restaurant

worker

Unemployed

Others

Which Ethnic TV Channel do

you most frequently watch?

Which Ethnic newspaper do

you most frequently read?

Which non international TV

channel do you watch, i.e.,

ITV, Sky News etc




Which national newspaper do

you read, i.e. The Sun, The

Mail on Sunday etc

Which radio station do you

listen to?

Which website do you most

frequently visit?

Are you influenced by

advertising?

Yes

No




Which method of advertising

influenced your purchase of the

calling service you currently use?

TV

Press

Bus

Tube

bus stops

Window

posters

Online

Leaflets

Radio

None

Other

What service do you currently

use for making international calls

Lebara

Lyca,

Now

Mobile,

SimpleCall,

Vectone

Dial-a-

Code,

GT

Calling

Card

Others

Do you use calling cards? If yes,

which brand

Yes

No




Lyca

While brand name are you

familiar with

Whice Logo here do you

recognise

General comments

Lebara

Now mobile

Vectone

GT

Simplecall

Icard Mobile

VIZ Mobile




Which Slogan is familiar to you: 1. Call the world for less

2. For every call

3. It’s simple

4. Low cost UK and international calls

Showing Dialacode English poster, ask following question

1. Do you understand what it is?

2. Do understand how it works?

Showing Dialacode Bangladeshi Poster, ask following question.

1. Do you understand what it is?

2. Do understand how it works?

Open field for General Comments

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impact of advertisement and branding on ethnic minorities

Documents

bashir jaman

mooij de marieke

international

promote international

common geographic

simple random

wei na lee

jaime noriega