index mobile (final)

Mobile Handset

Presented ByINDEX Research & Development Wing

Market Opportunity

• Size: 29 lac Handsets p/m

• Growth Rate: 30%

• Total Mobile Subscriber: 123.690 million

• Mobile Penetration: 73.7% in 2013 and rise to 88.8% by 2019

27% of the total potential market is yet untapped!

Market Opportunity

Market share

Huge potentialit

y for a new brand

Source: Nielsen Retail Survey April 2014

TG PROFILING

A SAMPLED SURVEY TO GET INTO THE HEART OF TG

Market Segmentation

Sample Description

Sample Size: 100 Male 70, female 30 SEC A: 5, SEC B/C: 35, SEC D/E: 60

Survey Area: Dhaka Savar Tongi Gajipur Narayangonj

Nokia is in TOM, market leader struggling with mindshare

TOM Brands Market share

Segmenting TG by pricing

71% dominates price range 2000-

5000

Segmenting TG by pricing

TG PROFILING: HEAVILY SEGMENTED MARKET

TG PROFILING: HEAVILY SEGMENTED MARKET

TG 1: The struggler

I’ve to care of my family. I

miss them a lot when I’m far

away. Age: 20-34

Monthly Household Income: 5k-12k

Education:>HSC

Shopkeepers, Labors, CNG drivers, small shopowners

SEC DE

I like to get attached with my Friends,

relatives and neighbors

I like to watch bangla films,

natoks, cricket, listen music. Wish I could be

more educated!

I accept facing everyday

challenge of life to survive

I would like to spend my

evenings with friends in tea-

stalls or bazaar

I wish to move to Dhaka(Capital)/middle east for more

earnings and better life

SelimCNG driver

Few Perceptions in Life

TG 1: Association with MobileMobile is my daily partner.

My fnf are just a call away.

I would like to have a dual sim mobile

phone with camera, loud speaker, long

battery life, torch, and after sales

service.

I would like to have dual sims because of different tariff plans from the

operators.

I would like to have bangla

interface in my mobile.

Chinese sets give lot of

options what I like, but cant

rely on it.

After Sales Service is very important to

me.

They are our Prosumers who can make the market and set the trend for non-users!

Having Breakfast

Preparing for Work

Field workers/

outdoor

Back to Home/Having Lunch outside

Work/Rest

At Home

Home

Visit Bazaar/Hut at morningPrime Time TV

with family members at

home

Evening TV-drama, films ,

news

Mobile calls

Newspaper at bazaar/tea stall

Working outdoor

serials, news, talkshows

Sleep/RestFun with friends

Tea/cigarattes in tea stalls

TV/FMMovies – on weekends

Cinema/serials in TV

Mobile calls to family/friends

Interaction with people

Interactions with family members

Tea-stall, bazaar

Tea-stall, bazaar,

watching tv, Adda

‘Day in his life’

TG 2: The youth of today!

TanvirBBA, Primeasia University

Friends are my power, source of inspiration.

With them I feel like celebrating

life.

I want to build my career in

telecom, banks or fmcg

I would like to start my career

as early as possible to get control of my

life.

I love to engage in social

networking through

facebook.

Life is fast, fun and

adventurous.I want to live

life to the fullest!

I’m frustrated the way our leaders are leading the country! Wish I

could do something.

Very much exposed to music and

games

Technology gives me sheer

freedom. There is no running

behind.

TG 2: Association with MobileI should have a

touchscreen mobile as it’s

the trend today

Should be loaded with applications

Quality music speakers, high

megapixel camera are the

mandatories Should have user friendly interface

and can get access easily with

facebook, youtube, and

games

Should have user friendly interface

and can get access easily with

facebook, youtube, and

games

Dual sim gives me freedom

Desire for video chatting,

conference calls with friends

Our most demanding customers always strive for something new and exciting

Having Breakfast

Classes/

outdoor

Classes/

outdoorRest/hangouts/class

At Home

Home

Reading Newspapers

Prime Time TV at home

Evening TV-drama, films , news

Mobile calls

Group study in Library

Movies, News, dramas

Hangouts in restaurants, tea-stalls nearby

Fun with friends

Chatting Friends in Common Room

FM/Music

Mobile calls to friends

Topics included music, sports, girls..

FM/Music

Tea-stall

watching tv,, listening music

Preparing for university

Facebook, mails

Facebook, mails, gamesMobile calls

Facebook, mails, games

‘Day in his life’

TG 3: The executives

Family oriented, religious, socially involved

Focused on achieving

success and excellence

Dreams to be an entrepreneur

some day.

systematic & Disciplined.

Carries certain norms and

values.

Good listener but loves to

share opinions, participative

Tech savy, well connected

JubayerManager, MGH

Loves to go abroad in

vacations with wife and kids

TG 3: Association with Mobile

Wring mails should be

easier

Easy access to mails

Should stand out by its look

and applications.

Should be user friendly

Easy access to Facebook,

youtube, music, camera etc.

Dual sim is good to have to

keep professional and personal

life separated.

Faster, convenient and lucrative communication gadget for the premium customers

TG 4: The Rising Women

Celebrates their womanhood

Stylish, fashionable,

trendy

Why should boys have all

the fun?

Very much exposed to bollywood

movies and indian serials

Beauty conscious,

Desire to get attracted by

men

Desires freedom of life- early career…

JasminIntern, GP

TG 4: Association with Mobile

Music, FM, Camera, social

networking apps are

mandatories

Should be stylish and

trendy

Should have bigger screen,

colorful.

Should type faster for chatting

Can put my fav pics as wall

papers

Should be user friendly, can have easy access to

search engines

A device through which they can celebrate their womanhood.

Core identification of our prosumers

CB

PStriving for better

everyday

A Category withPerfect Competition

Price segmenting of close competitors products

Major Competition in lower price

segments1500-6500 BDT

Symphony Micromax Maximus SpirintHigh 8500 15499 5599 6000Mid 4150 4990 3599 3490Low 1790 1475 1999 1750

Competition in Communication:

Category TV spend

• Huge jump in spend on YTD basis

The story behind Mindshare leader Nokia: The highest SOV gainer

Brand JAN '09 FEB '09 MAR '09 APR '09 MAY '09 JUN '09 JUL '09 AUG '09 SEP '09 OCT '09 NOV '09 DEC '09 FY2009 ACDNokia 133 237 448 317 493 406 0 722 248 154 293 3451 22Samsung 53 319 164 131 22 0 4 21 713 23Others 2 3 0 0 5 13 10 4 0 0 29 0 66 20Market 187 239 448 317 816 583 141 26 722 248 186 314 4229 22

GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 108 280 21 4 413 21Nokia 127 0 21 246 0 115 50 33 136 101 829 29Samsung 42 261 57 255 438 1052 20Sprint 208 475 170 257 278 1389 37Others 0 0 0 0 0 6 11 0 32 0 33 49 130Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 4 98 1 104 12Lesun 42 37 45 123 11Maximus 9 57 10 76 41Nokia 20 84 470 119 157 302 213 158 1523 30Samsung 257 184 14 36 492 21Symphony 202 200 402 42Walton 39 167 106 214 525 30Others 2 32 25 16 52 16 7 71 68 288 23Industry 279 301 509 171 213 194 522 694 648 3532 29

Nokia to capture the audience of all channels

FY 2010Brands ATNB ATNN BV BHK BTV CH 1 CH I DSH DGN ETV NTV RTV TV MediaNokia 716 529 45 243 439 259 38 664 417 3350Samsung 599 721 40 461 661 2482Sprint 908 1951 44 112 176 576 2255 6022Others 406 0 179 108 0 95 223 83 76 97 300 97 1664Market 1721 908 3380 152 85 338 1235 518 76 135 2201 2769 13518

FY 2011Brand ATNB ATNN BV BHK BTV CH I DSH DGN ETV NTV RTV TV MediaGeepas 430 430Nokia 623 828 329 1 296 259 821 197 119 3473Samsung 217 268 39 382 811 43 1760Sprint 31 31Others 12 330 307 63 0 18 0 2 255 30 127 1144Market 852 330 1403 392 40 1126 259 2 1076 1069 289 6838

Communications of Rivals:Cluttered.

• press heavy category

• Samsung has been hammering the top segments with bigger screen range of sets

• Value for money proposition for lower end sets

• Brand propositions are diluting in the process of communication

Communications of Rivals:An Identity Crisis

MMM…

Communications of Rivals:The New Fanda

Maximus brought something new to

allure:

Three Sim in One.

• Brand momentum is an indication of the brand’s perceived performance into the future

• To gauge brand momentum, each respondent is asked one question: Do you think that over a period of the last one year, has the brand gained ground, lost ground or stayed the same.

• Basis this we can arrive at the Net Gain – Loss figure

What Consumer thinks about brands?

Lower momentum of market leader:Opportunity to get the breakthrough

Brands Gain LostStayed Same

Don’t Know

Net Momentum

Momentum Factor

Nokia 430 8 53 11 422 38.36

Samsung 303 57 95 48 246 5.12

Symphony 198 78 103 123 120 0.9

Micromax 143 134 75 150 9 0.06

Sprint 189 102 63 148 87 0.58

Maximus 132 159 42 169 -27 -0.15

Smart 120 215 56 111 -95 -0.85

Brand: The challenge to build

Brand- A set of associations

Brand- A set of associations

Global Expert of Tele-

communication

What should be the INDEX associations?

Our Strategic Approach

The Key Task For the brand

The Business Challenge: Tapped the Untapped, eat the shares from existing players

The Marketing Challenge: Gain mindshare and momentum for the brand

Provide a singular currency by which people remember Brand “INDEX”

Our cBi Process

Prosumer

Brand Category

Brand Relevance Brand Opportunity

Brand Advantage

cBi

Strategy: Route 1

Striving for better everyday

Driven by features and price, me too. Lacks connect.

Global expert of telecommunicati

on

Prosumer

CategoryBrand

Opportunity : Signify expression of individuality

Relevance : Enabling freedom of expression through technology of tomorrow

Advantage : Leveraging strength of innovation and Efficiency

Be with the Expert

The INDEX association

Assurance of growth( through technological advancement)


Sense of security ( u r in the safe hand)


Confidence to achieve


Top of the World

Campaign phases

We have planned a three phased year long campaign for INDEX Mobile

Phase 2 (Launch): Focus on Brand

Phase 3: Focus on Product and Features

Phase 4: Focus on Core TG

Phase 1 (Teaser): Focus on Brand Name

Phase 1 (Teaser): Focus on Brand Name

Teaser 1

Teaser 2

Teaser 3

Teaser 4

Phase 2 (Launch): Focus on Brand

PRESSPhase 2 (Launch): Focus on Brand

“Go Forward”

Launch AD-1

INDEX

Launch AD-2

INDEX

Launch AD-3

INDEX

HOARDINGPhase 2 (Launch): Focus on Brand

Hoarding

TVCPhase 2 (Launch): Focus on Brand

“Go Forward”

TVC Concept

Launch FILM Film opens on the widescreen view of the GREAT WALL OF CHINA. Theme

music plays in the background that is composed of western and eastern classical instruments. We see a huge shadow of the INDEX logo travelling along the wall. The shadow travels across Berlin, the Statue of liberty, St. Petersburg, and arrives over the Taj Mahal. We see people looking up with their hands touching their foreheads. Finally the shadow travels to DHAKA, cascading over the buildings. We see people getting out of their cars, emerging on the balconies and congregating in hordes on the street. The camera closes on the faces of people and zooms out. We see everyone looking up. The camera tilts upward in the direction which people are looking at and we see the larger than life image of INDEX formed out of cloud. The INDEX insignia finds its place of pride in the sky. The film dissolves and we see the insignia morph into the INDEX logo. We see INDEX handsets appear on the screen. A super and a voiceover follows.

VO: The technology that covers the world is now in Bangladesh. INDEX. Super: INDEX. Go forward. With the Global Expert.

BTL: MOBI EXPERIENCEPhase 2 (Launch): Focus on Brand

“Go Forward”

Mobi Experience

Taking the product to the TG through a mobile experience zone.

Mobile experience zone to be designed and stationed at the identified touch points.

Live product demos to be given to the prospects along with the retail information nearest to the venue/ touch point.

Touch Points

Market PlacesUniversitiesMajor Office

Areas cum shopping complexes

PRESSPhase 3: Focus on Products and Features

Press Ad 1

INDEX

Press Ad 2

INDEX

Press Ad 3

TVCPhase 2: Focus on Products and Features

TVC

Film 1: StyleFilm opens on a pretty girl in her early twenties. We see her waiting in a posh locality. It seems as if she is waiting for someone. Now the camera closes in and we see her putting on her makeup. She puts her eyeliner and sees herself in the reflection of what seems to be the mirror. Suddenly the phone rings and we see her using the mirror as the flip phone. The film dissolves and is followed by the INDEX logo. The product appears on the frame. A Voiceover follows.VO: Style that reflects you. INDEX MobileSuper: Go with the Global Expert.

TVC

Film 2:Film opens on a girl in her early twenties. We see her reclining in a beach chair. The camera pulls out and we see a saxophone player entertaining her. She turns her face in another direction as if looking for something new. Now we see a clown juggling balls and trying to impress her. She smiles a little and turns her face again. This time we see a folk singer (baul) entertain her. She turns her head and we see a man clicking the clap stick. We see two men in superhero costumes approaching her. Suddenly her phone starts ringing and the people start disappearing. She finishes her conversation and we see the entertainers appear once again and the start coming closer. The girl smiles and the film dissolves. INDEX logo appears followed by the product. INDEX Diva. A voice over begins followed by the super.VO: Stay entertained with the best multimedia features. INDEX MobileSuper: Go with the Global Expert.

TVC

Film 3: NetworkFilm opens on a young man in his early twenties. We see him walking on the street. Suddenly, we see him bumping into a friend. They both hug each other and the man carries on walking. He comes to a crossing and meets elderly people who bless him. The man smiles. He keeps striding on. Now he comes across a little girl who gifts him a souvenir box. The man smiles again and keeps striding on. Now we see a pretty girl approaching him. She hands over an envelope to him. He smiles, exchanging glances with her and keeps walking again. Suddenly the phone rings and he receives the call. The people start disappearing from the streets. The man finishes the conversation and we see the people appear again. He greets the people as if they are his friends and relatives. The film dissolves and the INDEX logo appears followed by the product. INDEX Duke.

VO:Always stay connected with friends and family. INDEX Mobile.Super: Go with the Global Expert.

SIGNATURE TUNEPhase 3: Focus on Products and Features

Signature Tune

BTL: INDEX ZONEPhase 3: Focus on Products and Features

INDEX Zone

To create contest kiosks at the universities and student -centric touch points.

Kiosk will have four zones Picture

Click picture with your friends and email.

Music Create your playlist and copy to

your mobile Chat

Text a message, fastest type to get “INDEX Type master” award

Internet Explore the net on INDEX

phones.

4 SUB-BRANDS:DURBAR: TARGETING EVER ASPIRING LOWER SECHURRAY: TARGETING HAPPENING YOUTH PINK: TARGETING STYLISH WOMENPLATINUM: TARGETING YOUNG EXECUTIVES

Phase 4: Focus on Core TG“Live Spirited”

PRESS

Phase 4: Focus on Core TG“Durbar”

Press Ad 2

Press Ad 3

PRESS

Phase 4: Focus on Core TG“Hurray”

Press Ad

PRESSPhase 4: Focus on Core TG

“Pink”

Press Ad

PRESSPhase 4: Focus on Core TG

“Platinum”

Press Ad

Phase 3: Focus on Core TG“Carry your world on the go”

INDEX “Treasure Hunt”

Participants will be asked to create a team of 4 and register

Design a reality game to involve Different TG.

Selected teams to be given a INDEX phone for the hunt.

Clues to be texted to the teams.

Selected teams to race around the city and find the answers to the clues using applications on INDEX mobile phones.

Winners to get INDEX mobile phones and a trip to a chosen holiday destination.

Service Campaign

PRESS

Service Campaign

Press Ad

INDEX

TVCService Campaign

TVC

Film opens on a fly, whizzing around in a room. It comes and sits on the nose of a security guard who is seen snoring on his chair. Camera travels through the front door and we see three women knitting wool at the reception. The camera pans to the table on the right where five executives are seen playing cards “Match the Colour” (Rang Milankti).

Suddenly the front door creaks open and an old man enters the office. Everyone snaps out of their reverie and rushes in to help him saying…[ VOICE OVER IN CHORUS] – “Sir, Ki Kortey Paari”.

The old man answers… [OLD MAN VOICE OVER] – “Assa, duisho ekkanno nombor bussta kothay saarey”? The frame freezes and the camera pulls out. Now we see the INDEX Service Center board in front of the office Followed by the VO and Super:

Super: INDEX choley bahu din.Tai no sewrvicing.

Logo appears on the screen. INDEX. Go forward.

PRESSName Pronunciation Contest

Press Ad

INDXE INXDE INDEX IDNEX

TVC

Name Pronunciation Contest

Tactical Campaigns

Besides all these there will be different campaign to meet demand of various social and competitive scenario. Like Competition price cut,

product launch etc New Year, Valentine day,

Friendship day etc Eid and other festivals

Media Environment

TARGET GROUPUnderstanding The Market

Target Groups: Selection

• Females:– F 15+ ABCDE CNS

• Aspiring:– MF 15+ ABC CNS

• Executives:– M 25+ ABC CNS

• Youth:– MF 15-24 ABCDE CNS

Channel Performance: ATVRMF 15+ BCDE CNS

● BTV gained highest ATVR for ICC CWC 2011● Channel I & ATN Bangla are more preferred for performance though BV is the top

performer at the end

Channel Performance: ShareMF 15+ BCDE CNS

● At the time of ICC CWC 2011, BTV had highest share● NTV & ATN Bangla are having somewhat consistence performance● Desh TV is doing better over time

Channel Performance: Reach%MF 15+ BCDE CNS

● Channel I has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady

Channel Performance: DP & GenreMF 15+ BCDE CNS

● BTV, ATN Bangla, Channel I & ETV are the overall performing channels

● BTV & Channel I are the best options for any part of the day

● Audience are mainly interested in Sports, Feature Film & Reality Show genre

MF 15+ BCDE CNSA M P X Overall

13:00 - 16:59 09:00 - 12:59 17:00 - 23:59 00:00 - 08:59 00:00 - 23:59ATN Bangla 0.35 0.20 0.34 0.15 0.28ATN NEWS 0.11 0.08 0.15 0.04 0.10Bangla Vision 0.29 0.17 0.17 0.07 0.17Boishakhi TV 0.15 0.26 0.21 0.05 0.18BTV 1.03 0.96 0.64 0.10 0.77Channel I 0.29 0.21 0.28 0.09 0.23Desh Tv 0.13 0.09 0.17 0.04 0.11Diganta TV 0.13 0.10 0.15 0.05 0.11ETV 0.29 0.19 0.29 0.09 0.23Independent TV 0.05 0.05 0.16 0.03 0.09Maasranga 0.08 0.12 0.24 0.02 0.14My TV 0.09 0.05 0.15 0.09 0.10nTV 0.20 0.29 0.19 0.06 0.18Rtv 0.21 0.11 0.15 0.07 0.14Somoy TV 0.12 0.08 0.14 0.02 0.10TV Media 0.23 0.17 0.23 0.06 0.18

Channel MF 15+ BCDE CNSGenre ATVRSports 1.06Feature Film 0.37Reality Show 0.34Telefilm 0.29Technology 0.26Cookery 0.20Drama 0.20Quiz 0.18News 0.16Music 0.16Filler 0.15Talk Show 0.13Fashion & Style 0.11

Channel Performance: ATVRMF 15-24 ABCDE CNS

● BTV gained highest ATVR for ICC CWC 2011● Overall NTV & Channel I are the two best options to be utilized

Channel Performance: ShareMF 15-24 ABCDE CNS

● At the time of ICC CWC 2011, BTV had highest share● NTV & Channel I are having somewhat consistence performance

Channel Performance: Reach%MF 15-24 ABCDE CNS

● ATN Bangla has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady

Channel Performance: DP & GenreMF 15-24 ABCDE CNS


● BTV & ATN Bangla are the best options for any part of the day

● Bangla Vision seems to be a good option before peak time

● Audience are mainly interested in Sports, Feature Film & Reality Show genre

MF 15-24 ABCDEGenre ATVRSports 1.05Reality Show 0.37Feature Film 0.31Telefilm 0.28Quiz 0.19Cookery 0.19Drama 0.18Music 0.15News 0.15Fashion & Style 0.13Talk Show 0.13Technology 0.12Filler 0.10

MF 15-24 ABCDEA M P X Overall


Channel

Channel Performance: ATVRF 15+ ABCDE CNS

Channel Performance: Share F 15+ ABCDE CNS

Channel Performance: Reach% F 15+ ABCDE CNS

● ATN Bangla has the highest reach%● Maasranga shows a sharp growth

Channel Performance: DP & Genre

F 15+ BCDE CNSGenre ATVRSports 0.80Technology 0.44Reality Show 0.38Feature Film 0.36Telefilm 0.30Quiz 0.24Cookery 0.23Filler 0.21Drama 0.21Music 0.18News 0.16Talk Show 0.14Fashion & Style 0.12


● BTV & Channel I are the best options for any part of the day

● Audience are mainly interested in Sports, Technology & Reality Show genre

F 15+ BCDE CNSA M P X Overall


Channel

F 15+ ABCDE CNS

Channel Performance: ATVRM 25+ ABC CNS

Channel Performance: ShareM 25+ ABC CNS

Channel Performance: Reach%M 25+ ABC CNS

● ATN Bangla has the highest reach%● Maasranga shows a sharp growth● Bangla Vision and ETV are almost steady

Channel Performance: DP & GenreM 25+ ABC CNS

● BTV, ATN Bangla & ETV are the overall performing channels

● BTV & ETV are the best options for any part of the day

● Audience are mainly interested in Sports, Technology & Telefilm genre

M 25+ ABC CNSGenre ATVRSports 0.65Technology 0.44Telefilm 0.36Reality Show 0.34Feature Film 0.27Quiz 0.21Drama 0.20News 0.17Music 0.17Talk Show 0.14Filler 0.14Fashion & Style 0.10

M 25+ ABC CNSA M P X Overall


Channel

Channel MixMF 15+ BCDE CNS:•ATN Bangla•Channel I•ETV•Bangla Vision•Boishakhi TV•Desh TV

MF 15-24 ABCDE CNS:●NTV●Channel I●ETV●Bangla Vision●Desh TV●Maasranga TV

F 15+ ABCDE CNS:●ATN Bangla●Channel I●NTV●Bangla Vision●ETV●RTV

M 25+ ABC CNS:●ATN Bangla●NTV●ETV●Desh TV●ETV●Maasranga TV

CATEGORY & COMPETITIONUnderstanding The Market

GRP & Spend MF 15+ BCDE CNS

GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 108 280 21 4 413 21Nokia 127 0 21 246 0 115 50 33 136 101 829 29Samsung 42 261 57 255 438 1052 20Sprint 208 475 170 257 278 1389 37Others 0 0 0 0 0 6 11 0 32 0 33 49 130Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30GRP Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 4 98 1 104 12Lesun 42 37 45 123 11Maximus 9 57 10 76 41Nokia 20 84 470 119 157 302 213 158 1523 30Samsung 257 184 14 36 492 21Symphony 202 200 402 42Walton 39 167 106 214 525 30Others 2 32 25 16 52 16 7 71 68 288 23Industry 279 301 509 171 213 194 522 694 648 3532 29

Spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 43 54 4 0 101Nokia 59 2 19 84 0 74 63 37 123 20 480Samsung 25 117 20 43 132 337Sprint 148 232 112 96 104 691Others 0 0 0 0 0 1 2 0 7 0 18 12 41Industry 59 2 19 128 54 79 3 236 393 254 157 269 1651Spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 4 20 0 25Lesun 7 23 21 52Maximus 47 122 17 186Nokia 9 34 242 37 80 349 273 74 1098Samsung 143 59 8 29 239Symphony 260 64 324Walton 33 191 188 186 598Others 4 12 22 44 28 21 16 91 18 256Industry 156 105 273 109 112 82 627 955 359 2777

SOV & SOE MF 15+ BCDE CNS

SOV Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010 ACDLG 31% 100% 15% 27% 11% 21Nokia 100% 100% 69% 81% 17% 4% 37% 12% 22% 29Samsung 14% 33% 16% 47% 51% 28% 20Sprint 70% 59% 47% 47% 32% 36% 37Others 4% 73% 4% 6% 6% 3%Industry 127 0 21 355 280 142 15 299 801 363 544 866 3813 30SOV Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011 ACDLephone 2% 51% 0.2% 3% 12Lesun 21% 7% 6% 3% 11Maximus 2% 8% 2% 2% 41Nokia 7% 28% 92% 70% 74% 58% 31% 24% 43% 30Samsung 92% 61% 3% 21% 14% 21Symphony 29% 31% 11% 42Walton 20% 32% 15% 33% 15% 30Others 0.9% 11% 5% 9% 24% 8% 1.3% 10% 10% 8% 23Industry 279 301 509 171 213 194 522 694 648 3532 29

SOE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 34% 100% 5% 17% 6%Nokia 100% 100% 100% 66% 0.3% 94% 27% 9% 48% 8% 29%Samsung 11% 30% 8% 27% 49% 20%Sprint 63% 59% 44% 61% 39% 42%Others 1.4% 83% 0.2% 2% 12% 5% 3%Industry 59 2 19 128 54 79 3 236 393 254 157 269 1651SOE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 4% 25% 0.1% 1%Lesun 9% 4% 2% 2%Maximus 8% 13% 5% 7%Nokia 6% 32% 89% 34% 71% 56% 29% 21% 40%Samsung 92% 56% 3% 26% 9%Symphony 27% 18% 12%Walton 41% 30% 20% 52% 22%Others 3% 12% 8% 40% 25% 25% 3% 9% 5% 9%Industry 156 105 273 109 112 82 627 955 359 2777

ROI MF 15+ BCDE CNS

ROI Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2010LG 0.9 1.0 3.3 1.5 1.8Nokia 1.0 0.0 1.0 1.1 0.0 0.9 0.6 0.4 0.8 1.5 0.7Samsung 1.3 1.1 2.0 1.7 1.0 1.4Sprint 1.1 1.0 1.1 0.8 0.8 0.9Others 2.8 0.9 0.0 2.3 0.5 1.2 1.4ROI Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FY 2011Lephone 0.6 2.1 2.9 3.3Lesun 2.4 1.9 2.9 1.9Maximus 0.2 0.6 0.3 0.3Nokia 1.3 0.9 1.0 2.1 1.0 1.0 1.1 1.2 1.1Samsung 1.0 1.1 0.9 0.8 1.6Symphony 1.1 1.7 1.0Walton 0.5 1.0 0.8 0.6 0.7Others 0.3 0.9 0.6 0.2 1.0 0.3 0.5 1.1 2.1 0.9

Activity Trend MF 15+ BCDE CNS

Channel Mix: Major Player of Industry

MF 15+ BCDE CNS

FY 2010 YTD 2011 FY 2010 YTD 2011ATN Bangla 37% 25% 48% 27%Bangla Vision 15% 20% 22% 18%Boishakhi 3%BTV 4% 0.5% 2% 5%Channel 1 6%Channel I 17% 13% 13% 20%Desh Tv 6% 10%ETV 1% 16%Independent 2%nTV 13% 11% 15% 28%Rtv 3% 1% 1%Total 829 1523 1052 492

ChannelNokia Samsung ● Both the major players are investing major part of

their budget in top tier channels — ATN Bangla— Channel I— NTV

● Bangla Vision also got attention due to off peak efficiencies

● ETV is an efficient channel yet to be exploited by the players

STRATEGY & RECOMMENDATION

BEHAVIORATTITUDEKNOWLEDGE

Task Profile

Promotional Budget Calculation1st Quarter

Section AmountMonthly Sales 150,000 Projected MS 5%1st quarter Sales 600,000 Avg. Handset Price 2,000 1st quarter Revenue 1,200,000,000 Promotion Budget (10%) 120,000,000

Budget taken BDT 1.2 Cr

Ideal Media Mix Recommendation 1st Quarter Media % Budget in lac

TV + Radio 25% 30Event 10% 12Print 30% 36POS 10% 12Outdoor 15% 18Activation 10% 12

Promotional Budget Calculation 2nd Quarter

Section AmountMonthly Sales 180,000 Projected MS 6%2nd Quarter Sales 720,000 Avg. Handset Price 2,000 2nd Quarter Revenue 1,440,000,000 Promotion Budget (10%) 144,000,000

Promotional Budget Calculation 3rd Quarter

Section AmountMonthly Sales 210,000 Projected MS 7%3rd Quarter Sales 840,000 Avg. Handset Price 2,000 3rd Quarter Revenue 1,680,000,000 Promotion Budget (10%) 168,000,000

Promotional Budget Calculation 4th Quarter

Section AmountMonthly Sales 240,000 Projected MS 8%4th Quarter Sales 960,000 Avg. Handset Price 2,000 4th Quarter Revenue 1,920,000,000 Promotion Budget (10%) 192,000,000

Media Presence

• Higher presence is recommended in the initial months of launching

• Consumer or trade promotions can be communicated at times

• Television Usage:● Healthy mix of reach & frequency

building channels

• Radio Utilization:– Tactical use

• Print Media:– Tactical use

● Reach Builder:— BTV— ATN Bangla— Channel I— NTV

● Frequency Builder:— ETV— Bangla Vision— Desh TV— Boishakhi TV— RTV

INNOVATIONStrategy & Recommendation

Mega Events

• Provide a sustainable and long term platform for the huge number of aspiring underground bands

• Bring out the most promising ones who can represent the industry and country

• Create a new bench mark of Bangladeshi music industry

Objective

Audience Profile

Venue

Mobile

Activity Phases

Phase 1: Initial Screening

Phase 2: Program Promotion and Grooming

Phase 3: The Battle Rounds

Phase 4: Mentor Round

Phase 5: The Finale

Mentor Bands

Judges Ayub Bacchu/ James

Shafin Ahmed

Arnob/Habib

Media Association The total program will be broadcasted in a renowned TV channel Section Episodes Show Length

Initial Screening : 1-4 (1 hr show) Battle Round (Top 8) : 5-12 (1 hr show) Battle Round (Top 4) : 13-17 (1 hr show) Mentor Round (Top 2) : 17-18 (1 hr show) Pre Finale (Recap Round) : 19 (1 hr show) Finale : 20 (3 hrs show)

Total : 20 Episodes

Proposed Media Partners

ConceptA three days extravaganza with the flavor of Rock music from various countries of South Asia.

Exclusive performance by Rock Bands, Individual Rock Musicians, Celebrity Bands, Rock Competition and much more.

There will be souvenir-merchandise stalls related to Rock culture and food stalls

This cultural connection of South Asian countries through Rock Music will have a rocking environment within it.

Rock fans and musicians will be engaged in a larger than life ROCK FESTIVAL

Participating Nations

Afghanistan

NepalIndia

Pakistan

Sri Lanka

Maldives

Bhutan

Myanmar

Bangladesh

Band SuggestionsBangladesh

LRBJamesMilesFeedbackAurthohinDalchut

Band SuggestionsBangladesh

ArtcellBlack NemesisRadioactivePowersurgeBohemianShunno

Band SuggestionsIndiaIndian OceanTripwireSoulmateTAAQ

PakistanCallEPFuzonJunoonStringsNooriMekaal Hasan

Band Suggestions

Sri LankaStigmata, Chitral Somapala, Whirlwind, Paranoid Earthling.

MyanmarArchitect of MiseryIllusions on DemandSide Effect

Band SuggestionsNepalThe ShadowsCobwebAkarshanSayas MaldivesTraphic JamThe Damnedones Afghanistan

Kabul Dreams BhutanReallusion

http://www.bharatbugss.com/bugssblog/wp-content/uploads/2009/06/reallusion-poster.jpg

VenueDhaka Army Stadium is the ideal choice for the event

Event AttractsK

ROC

ING Inter band competitionfrom various South Asian countries

# ROCK ZONE

Various individual and band performances by Star performers

#

THE RARE ROCK

Performances by stars fromdifferent sectors other than music Like cinema, sports, writer etc

# ROCK ADDA

Celebrity chatting related to Rock music and culture

#

ROCK LAUNCHER

Launching of new rock album byNew comers –band or individual (if possible)

#

Stalls Rock Music Instrument stall Stall of various Rock Music instruments

Rock Movement Exhibition stall about International Rock Music Rocking Fashion Stall of various fashionable items for Gen Y Rocking Tattoo Stalls for stylish tattoos design Music stall Stalls for Rock Music audios and videos Smoking Rock Stalls for hot coffee and snacks

Web Integration A website will be created for this particular event All registration formalities for the event will be done through website It will be up to date with the latest information of the event Audiences can know about the different bands that have signed up for the event from the website A forum will also be included in the website where people can pen their thoughts Internet Marketing tools will be used to make the website more popular Regular event updates will be available in Twitter, Facebook, Google + and other SNS Live streaming channel will be created on Youtube

Proposed Media Partners

Thank you!

Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您 !