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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

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)

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Usage: Functional Phone


Luxury Phone
Multiattribute phones
Application: Youth, Home User,
Professional User

Behavioral

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.

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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.

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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.

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Independent TV

News, Ajker Bangladesh,Talash.

Channel I

News, Hridoye Mati o Manush,Sherakontho.

Ekushey TV

News, Talk shows.

News, Our Democracy.


Rtv

Bangla Vision

News

Desh tv

News

Channel 24

News, Talk shows.

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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

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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

Peoples Radio

Comedy Programmes

Dhaka FM

Musical Programmes

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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

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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.

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TV Channels

6pm to 12am
Days

Time

ATN Bangla

Friday

ETV

Saturday

Desh TV

Somoy TV

NTV

Both Weekdays and Weekend

Channel I

Both Weekdays and Weekends

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.

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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

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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.

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

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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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