Académique Documents
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Culture Documents
Creative Ad ..................................................................................................................................... 1
Brand Personality: ....................................................................................................................... 1
Positioning of Walton: ................................................................................................................ 1
Communication Objectives: ........................................................................................................ 1
Customer Profile ......................................................................................................................... 1
Major Selling Idea: ...................................................................................................................... 2
Source and Appeal: ..................................................................................................................... 2
Theme of TVC: ........................................................................................................................... 2
Story/Flow of TVC: .................................................................................................................... 2
Message of TVC: ........................................................................................................................ 2
Slogan of TVC: ........................................................................................................................... 2
Execution Style: .......................................................................................................................... 2
Media Plan ...................................................................................................................................... 3
Market Analysis: ......................................................................................................................... 3
Media objectives: ........................................................................................................................ 3
Media Mix for a Walton Mobile ................................................................................................. 3
TVC ............................................................................................................................................. 3
Reasons for picking TVC in the Media Mix ............................................................................... 4
Mass Coverage ........................................................................................................................ 4
High Reach .............................................................................................................................. 4
Low cost per exposure ............................................................................................................. 4
Attention Getting ..................................................................................................................... 4
List of Targeted TV channels and programs ............................................................................... 4
Radio ........................................................................................................................................... 7
Daily Newspapers ....................................................................................................................... 8
E-Newspapers.............................................................................................................................. 8
Target Market Coverage.............................................................................................................. 9
Scheduling ................................................................................................................................... 9
Reach vs Frequency .................................................................................................................. 10
TVC ....................................................................................................................................... 10
Bangladeshi TV Channels TRP Rating ................................................................................. 11
Press readership ..................................................................................................................... 12
Radio ...................................................................................................................................... 12
Creative aspect and Mood ..................................................................................................... 12
Budget Consideration: .................................................................................................................. 13
Daily Newspaper ....................................................................................................................... 13
E- News Paper ........................................................................................................................... 13
Magazine ................................................................................................................................... 13
Television .................................................................................................................................. 13
Creative Ad
Our choice of product is Walton Mobile Phone.
Brand Personality:
Smart phone for all.
Positioning of Walton:
Latest smart phones at a very cheap price. Latest in terms of software, design and price is very
much low compared to the competitors manufacturing similar goods.
Communication Objectives:
To educate people about Walton Mobile. Walton is there for long time now but their Mobile is a
recent addition. So first and foremost objective is to let people know about the mobile phones of
Walton.
Customer Profile
Demographic
Age- 16-60
Geographic: Urban & Sub Urban areas
Psychographic
Lifestyle: Functionality
Page 1
Behavioral
Theme of TVC:
Story/Flow of TVC:
We will show in our TVC that our locally manufactured product is of same quality as that of
international standard. Furthermore the TVC will show all the features the phone has along with
how people will be benefited by using this phone.
Message of TVC:
Slogan of TVC:
Explore endless possibilities with Walton Phone
Execution Style:
We will use a combination of Factual Message (Locally Manufactured and latest technology)
and Comparison (where we will compare our brand with other brands) for executing our TVC.
Page 2
Media Plan
Market Analysis:
Dhaka
Chittagong
Sylhet
Rajshahi
Barisal
Khulna
BDI
7.38%
9.87%
4%
7%
6.66%
5.28%
CDI
9.33%
8.95%
3.39%
6.77%
2.35%
2.03%
BPI
0.2206
0.1034
0.0543
0.0342
0.0498
0.0317
The market of Dhaka and Chittagong representing higher BDI and CDI for Walton product
which is an indication of good sales potential for both the product category and the brand.
Therefore, more advertisement would be required to attain additional market share.
Media objectives:
a) Reach 25 percent of the target audience within next 6 months.
b) Use broadcast media provide coverage of 40% of the target market over a six-month
period.
TVC
For the Walton mobile phone the main component of Media Mix will be TVC(Television
Commercial). We will try to catch our target markets through a broad range of TVCs. There will
be three commercials for our product. Two of them will have the duration of 30 seconds and one
of them will be a 60 second TVC.
Page 3
We will try to develop our TVCs based on two appeals. One will be based on informational
appeal and the other one will be based on emotional appeal.
TVCs are popular to the marketers mainly for their mass coverage. It can be penetrable through a
larger set of audiences.
High Reach
TVC has a high reach than the other media mix components.
Low cost per exposure
TVCs are comparatively of low cost than the components of other media mixes.
Attention Getting
TVCs are the best element in media mix for getting attention. TVCs are helpful for creating a
buying mindset in the subconscious mind of a consumer.
ATN News
News
BTV
Ntv
Page 4
Independent TV
Channel I
Ekushey TV
Bangla Vision
News
Desh tv
News
Channel 24
Page 5
Maasranga TV
Somoy TV
71 TV
Channel 9
GTV
Sports events.
SA TV
Bangladeshi Idol
Page 6
Radio
FM Radio is considered as a big source of entertainment for the youth of Bangladesh. So, we
have decided to promote our product through various radio channels. We will try to create
various jingles and musical skits to promote our Walton mobile.
Here is a list of Radio channels and programs in which we will put our radio commercials
Radio foorti
Radio ABC
News
Radio amar
Radio TODAY
News
Peoples Radio
Comedy Programmes
Dhaka FM
Musical Programmes
Page 7
Daily Newspapers
Daily Newspapers are another way of getting the maximum attention of the possible customers
and consumers. It is a medium through which marketers can present their products to the
customers in a creative way. Newspaper ads can be of various ways. There can be front page ads,
teasers,full page ads etc.
The newspapers that we will publish our ads are
E-Newspapers
E-newspapers paper are also a very reliable medium to promote a product. We will promote our
Walton Phone in these E-newspapers
Page 8
Scheduling
As per our target market most of our audience will be engaged in their work. So the suitable
time would be 6pm onward. We would choose pulsing in certain time of the year.
The month of March and April we chose because of T20 World Cup and also Bengali new
year Pohela Boishakh And the July to august period we chose because of Eid Ul Fitr where
customers tend to spend a lot on new products and mobile phone is one of them.
Page 9
TV Channels
6pm to 12am
Days
Time
ATN Bangla
Friday
ETV
Saturday
Desh TV
Somoy TV
NTV
Channel I
Reach vs Frequency
TVC
We are using Tvc for Walton mobile. We want to arrive at the attention of our targeted customer
according to our targeted customer as mentioned above.
The media reach of TV (satellite) is high in areas like Dhaka Chittagong and Sylhet.
Page 10
The rating and the reach of Bangladeshi channels are given above. The top TV channel can be
chosen for the TVC to be broadcasted.
As far as frequency is concerned we would like to broadcast our Tvc on the top channels of
Bangladesh and use media vehicle such as news on those channels (which are popular). Talk
shows and some daily soaps are popular as well. And currently with the T20 World Cup it is a
prime time to broadcast our Tvc on Masranga.
Bangladeshi TV Channels TRP Rating
TV Channels
Channel I
Maasranga TV
ATN Bangla
RTV
Banglavision
SATV
Ntv
Desh TV
Asian TV
Channel 9
Boishakhi TV
Gtv
Etv
MYTV
Channel 24
Btv
Mohona TV
Channel 16
71 TV
Rating
620p
489p
344p
350p
410p
346p
345p
332p
387p
445p
333p
224p
204p
191p
180p
250p
168p
156p
152p
Page 11
ATN News
Bijoy TV
Shomoy News
Independent TV
136p
170p
81p
74p
Press readership
The rating of news paper and Prothom Alo is at the top followed by Jugantar and Samakal. News
paper can have a wider reach among the targeted customer. This is because TVC will be mainly
broadcasted at night where as the working people can be reached in the morning through the
Newspaper.
Radio
Radio can be used during the day time during the weekdays to reach our targeted customers.
Radio is listened in free time during traffic jam and leisure time.
The media vehicle would be the Tv news of NTV or ETV, Talk shows like
of
Channel I and in between popular daily soaps. And currently in between the over breaks of
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T20 World Cup of Masranga Television. . Private radio station also has some popular
programs which can be a media vehicle for our ad to be broadcasted.
Budget Consideration:
Daily Newspaper
We will advertise in the daily Prothom Alo where the daily circulation is 5,25,000 and the cost
of 4 inch advertisement in entertainment page will amount to BDT 28,800.00. Thus, the CPM
amounts to BDT 54.86.
E- News Paper
This relatively new concept of E- newspaper has gained much popularity in Bangladesh and
Prothom Alo has the most visitors, thus we would advertise Walton Mobile on the right top
banner and the cost per month would be BDT100,000.00 and this have a reach of 4.5 million
visitors. Thus, the CPM would amount to BDT22.22.
Magazine
We will advertise is weekly Chutir Din circulated with Prothom Alo and few other monthly
magazines. The strip cost on an average would cost us BDT 25,000.00 and circulation on an
average would be 300000 copies, thus the CPM would be BDT 83.33
Television
We intend to advertise on NTV, ATN and ETV on programs with average rating of 30 and a
reach of 5,00,00,000 people. The average cost of commercial time amounts to BDT40000 thus,
the cost of broadcast media amounts to BDT 2.67.
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