Contents

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

Page 1

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

Occupation: Students, Businessman, Job

Holders (Mid Tier)

Page 2

Behavioral

Usage: Functional Phone

Luxury Phone

Multiattribute phones

Application: Youth, Home User,

Professional User

Major Selling Idea:

The phone that has all the latest features.

It supports local 3 G MHz.

Extra battery life

Locally Manufactured

Source and Appeal:

Rational Appeal, as we will discussing about the features of Walton Phone.

Emotional appeal. As Walton phone is in introduction phase in product life cycle so

emotional appeal will be the best way to attract people.

Theme of TVC:

Local product of international standard at very low price.

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 3

Media Plan

Market Analysis:

Out of 10th

Scale

Index 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.

Media Mix for a Walton Mobile Media mix refers to the various advertising channels through which a company communicates

with its audience in order to fulfill a campaign as outlined in the media plan. Generally, a media

mix includes TV, radio, print and online advertising campaigns. The media mix is the total

amount of advertising that an agency, advertising company or media buyer has budgeted for a

specific advertising strategy and media plan.

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 4

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.

Reasons for picking TVC in the Media Mix

Mass Coverage

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.

List of Targeted TV channels and programs

ATN Bangla

News, Talk shows etc.

ATN News

News

BTV

News events, Sports programmes,

Magazine Programmes-Ettadi etc.

Ntv

News, Talk shows, Close Up 1.

Page 5

Independent TV

News, Ajker Bangladesh,Talash.

Channel I

News, Hridoye Mati o Manush,Sherakontho.

Ekushey TV

News, Talk shows.

Rtv

News, Our Democracy.

Bangla Vision

News

Desh tv

News

Channel 24

News, Talk shows.

Page 6

Maasranga TV

News, Sports events.

Somoy TV

News, Talk shows.

71 TV

News, Talk Shows.

Channel 9

Sports events, Bangladesh Premier League,

Power voice.

GTV

Sports events.

SA TV

Bangladeshi Idol

Page 7

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

Bhoot fm, GP Lounge

Radio ABC

News

Radio amar

News, Musical programmes

Radio TODAY

News

People’s Radio

Comedy Programmes

Dhaka FM

Musical Programmes

Page 8

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 9

Target Market Coverage Target market means a specific group of consumers at which a company aims its products and

services. By target market coverage a media planner determines the target markets that should

receive the most emphasis.

For Walton mobile our target will be to grab the biggest share of the market we will go for

undifferentiated marketing strategy. By this strategy we will be able to reach to our targeted

market.

We will not discriminate our target customers with age. Instead of that, we will provide different

product line for different stages.

We will run our advertisements during most watched shows like cricket matches of Bangladesh,

News Bulletins, Talent Hunt shows etc. By this our product will get more publicity.

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 10

TV Channels 6pm to 12am

Days Time

ATN Bangla Friday 4

ETV Saturday 4

Desh TV 2

Somoy TV 4

NTV Both Weekdays and Weekend 8

Channel I Both Weekdays and Weekends 8

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 11

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 Rating

Channel I 620p

Maasranga TV 489p

ATN Bangla 344p

RTV 350p

Banglavision 410p

SATV 346p

Ntv 345p

Desh TV 332p

Asian TV 387p

Channel 9 445p

Boishakhi TV 333p

Gtv 224p

Etv 204p

MYTV 191p

Channel 24 180p

Btv 250p

Mohona TV 168p

Channel 16 156p

71 TV 152p

Page 12

ATN News 136p

Bijoy TV 170p

Shomoy News 81p

Independent TV 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.

Creative aspect and Mood

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

Page 13

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.