voice revamp proposal final

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PRODUCT REVAMP

PREPAID PACKAGE - VOICEPREPAID PACKAGE - VOICE


ABOUT PRODUCTABOUT PRODUCT


Current Scenario - Prepaid Packages In IN

At present - 26 Pre-paid Packages26 Pre-paid Packages active in the INPACKAGE NAMESUBSCRIPTIONPCO OLD 47,929PCO NEW 11,998PCO_OPTIONAL 51

ABSOLUTE PROFESSIONAL 604PROFESSIONAL 2,466NEWAY BD 248PROTTOY REGULAR 9,943PROTTOY SPECIAL 707SME 2,552E-TOP-UP 47,515HELLO EVERYONE (TEST) ---WINBACK 1,410,632CASHBACK 2,089

PACKAGE NAME SUBSCRIPTIONANANDA 216,102CITYCELL ONE 79 34,146CITYCELL TEN 828ULLASH 6,885UTSHOB 6,014PBTL FAMILY MEMBERS 510CITYCELL ONE/NISHORTO 27,774CITYCELL ONE 85 5,708CITYCELL ONE 129,549ZOOM ULTRA 223,325ULTRA SMART 205,117CHURN ZOOM ULTRA 21,726CHURN ANANDA/NISHORTO 23,086


Current Scenario - Active Prepaid Subscribers

PACKAGE NAMEACTIVE SUBsPCO OLD 13,832PCO NEW 1,951PCO_OPTIONAL 51ABSOLUTE PROFESSIONAL 308PROFESSIONAL 893NEWAY BD 8PROTTOY REGULAR 4,174PROTTOY SPECIAL 160SME 904E-TOP-UP 3,563HELLO EVERYONE (TEST) 0WINBACK 22,697CASHBACK 896

PACKAGE NAME ACTIVE SUBsANANDA 27,650CITYCELL ONE 7,911,082CITYCELL TEN 336ULLASH 3,275UTSHOB 2,782PBTL FAMILY MEMBERS 3CITYCELL ONE/NISHORTO 14,928CITYCELL ONE 85 3,207CITYCELL ONE 72,001ZOOM ULTRA 1,714ULTRA SMART 507CHURN ZOOM ULTRA 138CHURN ANANDA/NISHORTO 2,453


Feature:

Talk Time Bonus (On net

& Off net) & SMS Bonus (On net)

Eligible Packages For Campaigns

Feature:

Talk Time Bonus (Off net)

& SMS Bonus (On net)

User


Current Shortcoming

Focus: Not able to bring few segments focused on the customer.

Tariff Variation: Not able to change the existing;

Consumer Attachment: • Less Customer Engagement• Less Customer Satisfaction• Less Customer Loyalty


Reason of the Revamp

Reduction of Packages: Consolidating packages to create more focused group

Efficient bonus consumption with effective tariff

Bringing more customers into main revenue stream Increase customer attachment Operation excellence for internal stakeholders


PROPOSED SCENARIOPROPOSED SCENARIO


Revamping Proposal

Modality – “Simple Plan” Total number of packages (26) will be reduced or

consolidated to plain packages (09) Tariff of Ananda package will be 30 paisa on-net and

108 paisa off-net with 01 second pulse (flat rate) Highlighting factor - “jekono Citycell number-e kotha bolun shobche shasroi rate jekono shomoy”

For rest of the packages, customers will be getting the best rate among the similar group

Newly designed packages have effective tariff plan The following packages are designed such way, it can

meet the demand of all ranges of customers.


Package Type – Current Vs. Proposed

CURRENT TYPE PROPOSEDPCO OLD PCO PCO NEWPCO NEW PCO PCO NEWPCO_OPTIONAL PCO PCO NEWABSOLUTE PROFESSIONAL SME SMEPROFESSIONAL SME SMENEWAY BD SME SMEPROTTOY REGULAR SME SMEPROTTOY SPECIAL SME SMESME SME SME

Listed old package & proposed package along with respective types


Package Type – Current Vs. Proposed (Cont.)

CURRENT TYPE PROPOSEDCASHBACK VOICE (CONSUMER) ANANDAANANDA VOICE (CONSUMER) ANANDACITYCELL ONE 79 VOICE (CONSUMER) ANANDACITYCELL TEN VOICE (CONSUMER) ANANDAULLASH VOICE (CONSUMER) ANANDAUTSHOB VOICE (CONSUMER) ANANDAZOOM ULTRA VOICE (CONSUMER) ZOOM ULTRAULTRA SMART VOICE (CONSUMER) ZOOM ULTRACHURN ANANDA /NISSHORTO VOICE CHURN CHURN ANANDA

/NISSHORTOCHURN ZOOM ULTRA DATA CHURN CHURN ZOOM ULTRA


REVENUE MAXIMIZATION WAY FORWARDREVENUE MAXIMIZATION WAY FORWARD


Proposed Plans for SME & PCO SME Package Subscribers will get Usage Based Bonus offer

Subscribers of SME packages will be excluded from regular usage bonus PCO Package Subscribers will get Recharge Based Bonus offer

Subscribers of PCO packages will be excluded from regular recharge bonus

Usage Amount Bonus Validity Bonus PercentageTk. 500/- or more Tk. 300/- 10 days 60% (at best)

Tk. 300 – 499/- Tk. 100/- 5 days 20% (maximum) Tk. 150 – 299/- Tk. 50/- 3 days 16% (maximum)

Less than Tk. 149 N/A N/A N/A

Recharge Amount Bonus Validity Bonus PercentageTk. 500/- or more Tk. 200/- 10 days 40% (at best)

Tk. 300 – 499/- Tk. 150/- 5 days 30% (maximum)Tk. 150 – 299/- Tk. 50/- 3 days 16% (maximum)

Less than Tk. 149 N/A N/A N/A


Immediate Impact

Better customer orientation Smooth operational flow for internal stakeholders

• Bonus processing• Reduction in processing for BTL campaigns

Revenue maximization without CapEx involvement Improved bonus management Enhanced package management Scope to appeal new customers Grow the interest of the stake holders Simpler plan can generate more brand loyalty


Revenue Impact

Projected Call Volume % of revenue increaseOn Net Off Net

03% increase 7.2 % 6.2 %05% increase 9.3 % 8.2 %

Same as current scenario 4.2 % 3.2 %02% decrease from current scenario (worst case scenario) 2.2 % 1.2 %

It is assumed that, if we revamp existing prepaid packages, the revenue will be increased even if the minutes of the usage remains same or decreases by 02% Scenario 1: If the call duration increases by 03% ▲ total revenue increases by 6.7% ▲Scenario 2: If the call duration increases by 05% ▲ total revenue increases by 8.7% ▲Scenario 3: If the call duration remains the same ↕↕ total revenue increases by 3.7% ▲Scenario 4(worst case scenario): If the call duration decreases by 2% ▼ total revenue increases by 1.7% ▲


RESEARCH AND FINDINGSRESEARCH AND FINDINGS


Analysis and Insights

Based on the present crisis we have designed a questionnaire and conducted a research among our valued prepaid customer.

We have come up with the finding listed below:

Age – 46+, 20-35 (38%) Education – Graduation Income – BDT 20,000+ Monthly Recharge – BDT 500

Demographic & Psychographic Findings


Demographic & Psychographic Findings

Other Operator – Airtell (7%) Reason for using Other Operator –

Unique Call Rate (28%), FnF & 1 Sec Pulse – (8%)

Preferred Awareness Media – TV 32% & SMS (31%)

Package Preference - Bonus offer, Recharge bonus


Package Preference

Feature Likeliness – Call Rate (45%) Preferred Offer – Bonus on Recharge (41%), Instant Bonus (31%) Area to Focus – Privilege Offer


REVAMPING STRATEGYREVAMPING STRATEGY


Integrated Marketing Communication (IMC)


BRANDING STRATEGYBRANDING STRATEGY

Brand strategy is a long-term plan for promoting the revamp in such order to achieve the maximum awareness. A well executed brand strategy can affects all aspects of a business and create real impact to consumer lifestyle and behavior


Branding StrategyBranding Strategy


ABOVE THE LINE (ATL) CAMPAIGN STRATEGYABOVE THE LINE (ATL) CAMPAIGN STRATEGY


Positioning of ATL Campaign

Print TV Radio

Yearly Campaign

CommercialAD

Branding Campaign

Guerilla Campaign


Above The Line (ATL)

To get the maximize coverage for revamping – ATL Communication will create an extra mileage. ATL is the best way to get the expected exposure from mass media.

64.30%

23.40%

11.20%

1.10%

Television Press Radio Others

Chart: Popular media of communicationSource: OMD Singapore – Media Search for Bangladesh – by Benchmark


Above The Line (ATL) – TV

0

1

2

3

4

5Engagement

Recall

WOMViewership

Cost

With the proliferation of new media, communication devices and the significant increase in the number of television channels, branding through TV has become more important and significant to attract viewers and influence their viewing behavior.


Above The Line (ATL) – TV

TV Day part AnalysisWeekdays still has the higher viewership• A good number of female spend time watching TV

during noon• Highest peak is still during primetime 9-10:30pm

where family is complete and gets together

Source: OMD Singapore – Media Search for Bangladesh – by Benchmark


Above The Line (ATL) – Radio

0

1

2

3

4

5Engagement

Recall

WOMListenership

Cost

From 2006 to 2014, FM Radio station has increased from 1 to now 8. There are more than 500,000 listeners everyday. Radio still manage to be popular to some specific listener, which matches our database.


Above The Line (ATL) – Radio

Radio listenership peaks during high traffic time periods in Bangladesh. But important to note that the strongest peak happens during late night (11pm-12:30am)

Chart: Listenership trend during 6.00 AM to 2.00 AMSource: OMD Singapore – Media Search for Bangladesh – by Benchmark


Above The Line (ATL) – Newspaper

0

1

2

3

4

5Engagement

Recall

WOMReadership

Cost

Spends for press is seen to be growing from 2006 – 2011. The readership of newspaper has been a popular way of communication since 1990.


Above The Line (ATL) – Newspaper

The readership of newspaper is still higher at home and office. However, it is a effective way of communicating our target consumer.

Chart: Places where people read newspaperSource: OMD Singapore – Media Search for Bangladesh – by Benchmark


Preferred Media (Based on Reach, Frequency and our TG)

RADIORADIO

TVTV

NEWSPAPERNEWSPAPER


BELOW THE LINE (BTL) CAMPAIGN STRATEGYBELOW THE LINE (BTL) CAMPAIGN STRATEGY


Positioning of BTL Campaign


SMS

OBD Push SMS Response

VAS Insert

Cell Notification

In Bill

AD – RBT

Voice

Below The Line (BTL) Campaign - Overview


we have the following method of communication for BTL micro campaigns.

It would also be a suggestion (if I may) that we include IVR based broadcasting as well because this is more cost

effective and time efficient as well.

As regards to RDC or OBD call we might incur expenses which “might not” be that effective in regards to micro campaign on a weekly basis. However the rest is your call.


THROUGH THE LINE (TTL) CAMPAIGN THROUGH THE LINE (TTL) CAMPAIGN STRATEGYSTRATEGY


WEB

7m+ people with “Large Screen” internet access in Bangladesh 11.2m+ people use internet weekly 70m+ expected growth of 10X by 2020 31%+ of total population have been using internet in the year of 2015


WEB

Bangladesh Local Internet Users by Day of Week


Social Media

Social media plays significant role in branding a product/service

Popular Media: FB, Linkedin, Pinterest, GooglePlus, Instagram

51% People believes on shared post on fb

32% People believes – fb helps to gather knowledge

79.57% people want to share recent activities with friends

37% People logged in on fb minimum of twice a day

37% People spend more than two hours on fb

68% People think, FB is a major media for marketing

fb, the Best way to give them an identity


Importance of Online Branding

facebook is the most browsing site in Bangladesh followed by google and youtube A more personalized approach to pitching a product/brand Build more customer trust and loyalty; best way to get the opinions of the customers Easiest way to get the brand established and making others aware Most rational way to develop brand reputation by providing effective customer service

Future Decisions Making Trend; Source – IBM: Stretched to Strengthened: Insights from Global Chief Marketing Expart

Research says – 60% of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites. Active social media users are more likely to read product reviews online, and 3 out of 5 create their own. Women are more likely than men to tell others about products that they like (WOM – 81% of females vs. 72% of males). Overall, consumer-generated reviews and product ratings are the most preferred sources of product information among social media users.


Preferred Source of Information


Point of Sale Materials (POSM)

Chart: Popular POSM in BangladeshSource: ACNielsen Bangladesh; Understanding the Importance of Branding in

Bangladeshi Telecom Industry in (BBA 2014)

Importance of POSM: Increase brand awareness and enhance brand

image Ensure that product launches and promotional offe

rs are noticed Increase impulse buying and product rotation Clear sign positioning Increase sales volume by increasing brand

reconcilability. Make the product stand out in sales area Navigate customers


Fair & Event

Effective way to get aligned with the brand persona Best way to get the attention of the target audience A successful event can be the life time experience for the customer Best way to promote brand, product or services Promotional Branding is a way to get your company noticed, as well as conveying the

right message to potential customers Event branding is popular at outdoor events such as festivals, historic squares and

exhibition halls It is a cost-effective way of communicating with the customers

Persistence of Fair & EventPersistence of Fair & Event


OUT OF HOME (OOH) CAMPAIGN STRATEGYOUT OF HOME (OOH) CAMPAIGN STRATEGY


OOH CAMPAIGNOOH CAMPAIGN


GUERILLAGUERILLA CAMPAIGN CAMPAIGN (Unconventional Brand (Unconventional Brand Communication)Communication)

Strategy of Guerilla campaign is basically designed targeting small occasion to promote in an unconventional way that can involves customer in a high grasping manner which can grab the attention in more personal and memorable approach


GuerillaGuerilla Campaign – Unconventional Brand Campaign – Unconventional Brand CommunicationCommunication


Unconventional Brand CommunicationUnconventional Brand Communication


YEARLY CAMPAIGNYEARLY CAMPAIGN

Yearly plan has been designed such way that it includes significant yearly celebrating days aligned with our proposed regular package offer


Yearly Campaign Plan

Date Name of the Campaign Type Duration Campaign/Month

Jan

New Year Campaign Special Offer 1 Week

6

Bundle SMS Regular Offer 1 WeekUsage Bonus Regular Offer 1 WeekAcquisition Regular Offer 1 WeekWinback Regular Offer 1 WeekIjtema Offer (combo) Special Offer 1 WeekChar Choka Campaign (combo) Regular Offer 1 Week

FebValentine's Day Campaign Special Offer 1 Week

421st February Campaign Special Offer 1 WeekRecharge Bonus Regular Offer 1 WeekUsage Bonus Regular Offer 1 Week

Mar

Women's Day Cmapaign Special Offer 1 Week

7

Usage Bonus Regular Offer 1 WeekAcquisition Regular Offer 1 WeekChar Chokka (combo) Regular Offer 1 WeekWinback Regular Offer 1 WeekChildren's Day Campaign Special Offer 1 WeekIndependence Day Campaign Special Offer 1 Week




Apr

Pohela Boishak Uthshob Special Offer 1 Week

6Winback Regular Offer 1 WeekAcquisition Regular Offer 1 WeekChar Chokka (combo) Regular Offer 1 WeekUsage Bonus Regular Offer 1 WeekMradha Day Campaign Special Campaign 1 Week

May

Mother's Day Campaign Special Offer 1 Week

5Winback Regular Offer 1 WeekAcquisition Regular Offer 1 WeekChar Chokka (combo) Regular Offer 1 WeekUsage Bonus Regular Offer 1 Week

Jun

Father's Day Campaign Special Offer 1 Week





Jul

Eid Offer Special Offer 1 Week


Aug

Friendship Day Offer Special Offer 1 Week

6Winback Regular Offer 1 WeekAcquisition Regular Offer 1 WeekChar Chokka (combo) Regular Offer 1 WeekUsage Bonus Regular Offer 1 Week World Youth Week Campaign Uthdam Offer 1 Week

Sep

Eid Offer Special Offer 1 Week





OctWinback Regular Offer 1 Week

4 Acquisition Regular Offer 1 WeekChar Chokka (combo) Regular Offer 1 WeekUsage Bonus Regular Offer 1 Week

Nov

Patriotic Campaign Regular Offer 1 Week


Dec

Independence Day Offer Bijoyer Uthshob 1 Week


In the yearlong there will be tentative 58 campaign

voice revamp proposal final

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