BRAC Business School

Advertising (MKT424)

Section: 01

Summer 2022

Submitted to:

Afsana Akhtar

Assistant Professor

Submitted by:

Student Name Student ID

Abdullah Al Muhit  19104072

Nusrat Jahan 19104177

Jesmin Sultana 19304057

S M Basir 20304011

MD. Hasib Ul Alam Naheen 18104025

Date of Submission: August 27, 2022 

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Letter of Transmittal 

August 27, 2022 

Afsana Akhtar
Assistant Professor
Brac Business School 
BRAC University 
Subject: Submission on advertisement report of “Walton Primo ZX4”. 

Dear Mam, with all due respect, we would like to share the group project that we were given on
the subject in accordance with your directions. Our understanding from the "Advertising
(MKT424)" course has evolved into the fundamental components of doing this project. To gather
sufficient resources for our group project, we worked diligently for hours on end. Through
practice, we were able to understand the form of an advertising campaign and get some
important knowledge about how to make an advertising campaign. 

Despite the difficulties and obstacles, we encountered, with the help of our cohesive effort, we
were able to accomplish our predetermined objective. Please accept our term paper and thank
you for your consideration of our efforts.

Thank you.

Sincerely yours, 

Abdullah Al Muhit
Nusrat Jahan 
Jesmin Sultana
S M Basir
MD. Hasib Ul Alam Naheen

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 Acknowledgement

We were able to finish the course and this group project thanks to Allah's mercy. It was both
challenging and fun at the same time. We learned a lot from this training, and we believe it will
be helpful to us in the future.

We also like to thank Afsana Akhtar for being a renowned member of our faculty. It would have
been very difficult to transition to a new course and class without her direction, instruction, and
aid. She showed us warmth and concern while guiding us on the proper route. Finally, we would
like to express our gratitude to everyone who helped us with this training and presentation,
including our group members.

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Table of Contents

Contents
Introduction...............................................................................................................................................5
Description of the industry.......................................................................................................................7
Communication Objective:.......................................................................................................................9
Communication Budget..........................................................................................................................11
Creative challenges:.................................................................................................................................11
Creative Brief...........................................................................................................................................12
Target Audience:.....................................................................................................................................14
Campaign Timing....................................................................................................................................15
Advertising Message................................................................................................................................15
Implementation of The Campaign.........................................................................................................16
Conclusion................................................................................................................................................17

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 বিজয়ের মাসে বিজয়ের উল্লাসে WALTON

Introduction

In Bangladesh, a huge number of foreign brands are outperforming the local brands by providing
better quality, brand value, good customer service, better and unique features etc. After getting
the brief, to choose a product of a local company that is getting outperformed by the
multinational companies, our groupmates did some research. After, some careful consideration
we chose Walton as the local brand and Primo ZX4 as the product that we want to focus our
advertising campaign on. The reason for choosing Walton over other Bangladeshi brands was
quite a few. Firstly, when we tried to think of a product category that Bangladeshi brands are
unable to compete with the international brands in, the smartphone industry came to mind
immediately. Our group consists of smartphone enthusiasts and we love to research about which
smartphones are latest in the market and which can be recommended to others for purchasing.
While we can easily recommend international brands like Samsung, One Plus, iPhone, Xiaomi,
Redmi, Realme etc. we never even think about Walton smartphones even though it is a

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Bangladeshi brand, thus we selected Walton which is struggling to match international brands in
both the budget and premium smartphone price categories. Furthermore, the reason for choosing
Primo ZX4 is its price point as it is priced at 26,999 BDT and currently the most expensive
smartphone that Walton sells at its website. During our research, we discovered that the lower
priced Walton smartphones are doing quite well and specially at the rural areas the lower priced
phones are used a lot commonly.

As a society, Bangladesh is getting more and more used to technological products compared to
before when Bangladesh was still lagging quite far behind other developed nations. Thus, even
while buying a smartphone people used to prefer buying the low-priced ones, as they did not
realize the benefit of a good quality smartphone. However, that scenario has changed quite a lot
and its changing every day and therefore, we believe, Walton as a Bangladeshi brand can
advertise their most expensive phone to the market and it will do better with a good campaign
now compared to when Walton initially released their mobile phone department in 2010 due to
the change in people’s perception about smartphones.

Figure: Walton ZX4

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Description of the industry

S.M Nurul Alam Rezvi founded the Walton Group of Industries in 1977 under the umbrella of
R.B Group (Rezvi and Brothers) as a trading company. Since then, it has expanded into steel,
textiles, electronics and automobiles and they started their mobile phone department in 2010.
Walton has the vision of achieving no. 1 position in the mobile phone market of Bangladesh and
they want to achieve this by ensuring quality services, giving good customer service to their
customers and ensuring quality products. Walton sells their smartphones under the sub-brand
name of ‘Primo’ and their prices range from 4990 to 26999. Primo ZX4, Primo S8, Primo R9,
Primo NX6 etc. are some of the smartphones that Walton offer. We picked Primo ZX4 as we
want to work with the most expensive smartphone Walton offer. To achieve, Walton’s goal of
becoming the no. 1 mobile phone brand in Bangladesh they have to compete with the foreign
brands who command a much higher market share compared to Walton.

Figure: Mobile vendor market share Bangladesh (June2021-June2022)

The above figure, shows the mobile vendor market share of Bangladesh. By looking at the
figure, it is evident that Samsung and Xiaomi are the major market share holder with both
combined having almost half of the market share and Vivo, Realme, Oppo being some of the

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other major competitors. Walton falls under the unknown 5.59% percent market share and even
there, they are having to compete with brands like Apple, Huawei, Techno etc. In all of the
smartphone price categories like budget, mid-range and flagship category, Walton is lagging
behind its international competitors.

The main competitors of Samsung in the mid-range smartphone category are Samsung, Xiaomi,
Vivo, Realme and Oppo. As the more expensive brands like iPhone or One plus are out of the
budget of our target consumer who is looking for a mid-range budget smartphone. One of the
major market share holder Samsung, focuses on a simple business philosophy to use their talent
and technology to create products that are superior to other brands and that will contribute
towards a better philosophy. On the other hand, Xiaomi focuses on making technological
products that are of high quality and can be accessible by everyone because of their affordable
prices. Other brands like Vivo and Oppo focus more on the design of their smartphones and their
camera quality and that is their Unique Selling Point. For Walton, to achieve a high market
share, they need to differentiate themselves even better and we designed our ad campaign in such
a way that Walton can also make themselves more established in the smartphone industry of
Bangladesh.

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Communication Objective:
                                                             

                                         Hierarchy of Effects Model

                                                 

These 6 blocks of hierarchy of effects model helped us to create our communication objective
meaningful. We have an offer on Walton PRIMO ZX4 mobile phone for upcoming event of
Victory Day at 16th December. We are targeting customers based on social status with our
primary focus being on lower middle; middle and upper middle-class people. The age range of
the customers will be up to 18-45 and the reason for choosing Walton ZX4 is this smartphone
model is less popular compared to other smartphone models from foreign brands.

 Awareness: Gaining consumer awareness is the starting point of the entire process. For
example: if a consumer intends to purchase a smartphone, the marketing team of our
Walton phone brand must make sure that the potential consumer is aware of the Walton
Smartphone Brand's existence through its advertising. To recreate, the brand image of
Walton PRIMO ZX4, we will broadcast our advertisement on TV, YouTube and
Facebook. Furthermore, because of the ad campaign the consumers will be getting aware
that Walton is running an ad campaign and grow interest towards that.

 ,

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  Knowledge: After, being aware of Walton PRIMO ZX4 the consumer will start to
evaluate, whether the product under the particular brand can meet his/her needs.
Furthermore, also compare it with other similar brands like, Xiaomi, Realme, Samsung
this kind of mid-range phones. Also, after getting aware of the campaign they will visit
the official page of Walton Smartphone Brand and other sources to know about all the
features in detail. For example, pricing, camera quality, battery quality, mobile phone
browser, embedded memory and so on. They collect that information by searching on
internet, visiting website to get knowledge about the product features.

 Liking: At the liking stage, the process moves from cognitive to affective behavior. So,
after visiting all the official websites of Walton Brand and watching advertisement of the
brand a positive perspective change can be occur. For example, smartphone consumer
might like the good-looking design or find the HD camera of Walton phone very
attractive.

  Preference: At this stage a brand needs to differentiate itself from other products and
gain consumer preference over its competitors. As a brand, Walton focuses on some
special features are, display Size and resolution, operating system, camera 16MP, camera
(secondary) 4UP, RAM 2GB, ROM 16 GB and so on. So, we are differentiating our
brand from Xiaomi, Realme, Samsung with our special features.

 Conviction: In this decision-making stage, consumers will compare Walton PRIMO ZX4
with other similar kinds of brand and make their decision whether they will buy Walton
PRIMO ZX4 or choose to another brand.

  Purchase: This is the final stage, where consumers will make the purchase action. So,
we are going to provide a positive purchase experience to consumers like: we will offer
pre order choices, usage instructions, a guarantee of post-sales support and so on. Such

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 efforts may encourage consumers to purchase in large amounts or stick to our Walton
Smartphone brand for the next purchase.

Communication Budget

SL Activities Quantity Duration Cost (BDT)

1 E-commerce Sites 1 month 250,000
2 TVC 1   300,000
3 TV Airing   7 days 1,600,000
4 OVC 3   250,000
5 Quiz prices     1,00,000
6 Tech reviewers 3   2,00,000
7 Facebook Ad   1 month 1,200,000
8 Newspaper & Magazine   1 day 750,000
9 YouTube Ad   15 days 400,000
10 Search engine optimization     90,000
11 Partnership with influencers   7 days 3,00,000
12 Monitoring and controlling   1 month 50,000
13 Miscellaneous     1,50,000
        4,890,000

Creative challenges:

We have faced various problems while creating our Advertisement for Walton Primo ZX4. First
of all, we have faced difficulties to relate the emotion of 16 th December theme like, বিজয়ের মাসে
বিজয়ের উল্লাসে WALTON. It is very important for a brand to emotionally connect with the target
audience. In our first advertisement scene, we are showing how everyone from urban and Rural
area is celebrating 52nd anniversary of our victory day. After that, in the second scene we have

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shown infrastructural and industrial advancements happening day by day. In our third scene, we
have presented the connectivity revolution of 3G and 4G networks through Walton Smartphones.
In the last scene, we have shown and talked about brand features and last scene is about the
brand and taglines. Moreover, to connect with customers we have used emotional appeal through
showing our nations development in every different scene. We had to think and do thorough
research about the brand and the content of the ad. Secondly, the economic crisis is going on so
for that reason dollar price hike occurs so the tax rate has also increased that is why brands has
reduced their reliability on imported phones and move to our local brand. In this case, consumers
are not willing to pay much on phones.

Thirdly, we have faced difficulties in personalizing campaigns based on customer data because
Our brand is Walton, which do not even have a minimum rage of customers so to consumer
believe in that product and making them to purchase is very difficult. Additionally, we had to
collect a lot of data within this short time frame and it was also hard to find a good editor and get
his schedule in a short time frame. That is why we had to wait for our editor to get free tine and
help us to edit our ad. Lastly, we had to work with a tight deadline to put our creativity through
our development of the ad. Moreover, we have faced many problems in terms of making the
video content, editing the video and creating brand promotion for Walton brand and we had to
overcome various creative challenges due to the fact that, Walton as a brand has a smaller
number of market share compared to the competitors.

Creative Brief

Client: Walton Group

Assignment

To recreate the brand image of Walton primo ZX4.

Objectives

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Helping in growth of Walton Primo ZX4 to become the smartphone leader of the brand’s
business by establishing the new smartphone as a more convenient phone having better user
interface, affordable and modern technological experience.

Target

All Genders, Age 18- 45, Class (Lower middle, middle and upper middle), Urban dwellers,
Ethnocentric consumers

What do they think?

Walton smartphone brand offers and sells low quality smartphone with a low price

What we want them to think about us?

Walton phone offers high and better-quality smartphone within a mid-range price

Product Positioning

Walton’s Primo ZX4 smartphone is an ultimate user experience with its amazing latest
technological features, performance, durability and everlasting quality

Reasons to believe

1) Walton is the No 1 local smartphone manufacturer brand in Bangladesh

2) Solid metallic body with Penta cameras at the back, high RAM and ROM, latest android
version and microprocessor chip, latest sensors with classic Walton design cues and
colours

Tonality

Technology meets Patriotic, aspirational, futuristic

Creative considerations

 Revamp the brand’s image within the “বিজয়ের মাসে বিজয়ের উল্লাসে Walton” Campaign
 Creative requirements:

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 1) Use the Walton Logo
2) Demonstrate patriotic and aspirational story connecting with the smartphone
3) Accommodate a variety of product features including camera, RAM, Microprocessor,
Operating system, sensors to give users a thrilling experience.

Target Audience:

In this project, we chose the local brand Walton smart phone since it is underperforming in
comparison to other brands on the market. Other Walton products, such as AC and Frieze, have a
large market share in Bangladesh. Walton smart phones lag behind other smart phones for a
variety of reasons, one of which is a failure to pick the appropriate target demographic and
placement. Walton smart phone has a big inexpensive rage in it, and because of that, most people
have a misconception about Walton phone that it needs to have a very reasonable price range and
those phones are for the lower income people who reside in the rural region. People are less
interested in purchasing a mid-range phone from Walton as a result of this mindset. We are
targeting consumers who want a high-quality phone at a reasonable price with our Primo ZX4.
This phone's primary emphasis and target audience are middle-class folks. Our main target
audience is upper and lower middle-class people who want a good-looking, high-quality phone
with all of the exclusive features. Furthermore, "the ethnocentric people" who support our
country's product are also our target audience. Furthermore, the age range we chose for this
phone is 18-45 because young people are more interested in phones with high-tech features at a
reasonable price. Furthermore, young people who want to play video games are also our target
audience because this phone has some features that support high-quality video gaming. This
phone also features 5 cameras, therefore those who are passionate about taking images are also
our target demographic because they can take high-quality photos and videos with it. We are not
just targeting young individuals, but also middle-aged executives who are extremely likely to
utilize high-tech smart phones.

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Campaign Timing

The whole campaign will run throughout the December month. Among the campaigns the
promotions on Facebook and E-commerce sites will run the whole month, TVC will be
broadcasted on TV from December 12th to 18th. While the YouTube promotions are going to be
run for 15 days starting from 7th December, the newspaper ads will be published only on the day
of 16th December when the Ad will be published covering the whole front page of the Daily
Bangladesh Pratidin newspapers sold around Metropolitan areas.

Advertising Message

In this advertising campaign, we are trying to show the growth of Bangladesh and the
digitalization of our country and how Walton is contributing to this growth by manufacturing

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smart phone in our own country and growing the smart phone manufacturing industry in
Bangladesh. In this advertisement, here we are trying to show the features of Walton Primo ZX4.
Moreover, in this ad we are trying to increase the nationalism the people by connecting it with
বিজয় দিবস as our project and the campaign is" বিজয় দিবসে বিজয়ের উল্লাসে WALTON ".
Basically, in this ad, we are trying to make people aware about our own country product and
promoting the country of origin. To promote the local company, we are aligning this ad with the
sentiment and emotion of Bangladeshi people.

Implementation of The Campaign

For the implementation of the campaign, we will use the following media vehicle: -

Broadcast Vehicles- In this category, we will select television as a means to broadcast and
advertise our campaign. It will help to reach our mass target audience within a short span of time
with less effort. The cost for advertisement is low and it is more effective than the print
vehicles/media as it will include video and audio in the ads which will appeal our target
audience. The campaign can be advertised through local television channels like BTV, Ntv, Rtv,
ATN Bangla etc. However, it is a single way of communication.

Digital Vehicles- Online interactive digital vehicles/platforms can be used to advertise our
campaign. Basically, we selected Facebook and YouTube social media platforms as a large
number of users are found to be very much active here. The message and the advertisement will
widely reach to the target audience with the least cost and effort within the shortest possible
time. Walton brand’s Facebook official page and YouTube channel will post videos and writings
about the campaign to reach the target users and create awareness. The users will be able to
provide opinion and feedback through comment section on the content that the brand is
circulating. It helps the brand to engage in two-way communication with the target users and
clarify their queries if there is any. Moreover, company’s official website can show the campaign
video along with the description to influence the target.

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Print Vehicles- Local newspapers or magazines can be used to communicate the message of the
campaign to the target audience through a printed imagery form along with the written
description. Magazines can target the niche target audience and newspapers will target the large
mass audience. It is a one-way communication and the cost is low. Our local newspapers like the
Daily Star, Prothom Alo, Daily Ittefaq etc can be used and magazines like Showbiz can be used
for the campaign advertisement.

Conclusion

To conclude, while working on the project, we realized that Bangladeshi technology brands are
still lagging far behind compared to other rival foreign brands. The reasons for this are many but
we believe, advertising is one of the key reasons that Walton is not able to compete in the
smartphone industry. Thus, we have tried to come up with an advertising campaign that will help
Walton to compete with the foreign smartphone brands. While designing the advertising
campaign we learned about various aspects of how an advertisement campaign is designed and
how the many components of it is designed. We believe, this experience helped us gain further
insight about the advertisement agencies and how the advertisement world works and we can use
this knowledge in our future career by implementing what we learned while designing this
campaign.

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References:

 Primo ZX4. (n.d.). Waltonbd.com. Retrieved August 27, 2022, from

https://waltonbd.com/smart-phone/primo-zx4

 Hossain, A. (2022, August 8). বিজয় দিবস ২০২২ [16th December Victory Day 2022].

নবরূপ. https://novorup.com/16th-december-victory-day/?

fbclid=IwAR1ZGOnadDp9igYEJ318wCArDU5-

l84vszaizYVCY1VI73f0FRm3dDhKumk
 Mobile Vendor Market Share Worldwide. (n.d.). StatCounter Global Stats. Retrieved

August 27, 2022, from https://gs.statcounter.com/vendor-market-share/mobile?

fbclid=IwAR36BNLR13zC8M27aKFQtXnK1pKsrAHFk7JqfAXPHy_v19ybp8oF68PFN

As
 Zigu. (2011). Media Vehicle Definition | Marketing Dictionary | MBA Skool-

Study.Learn.Share. MBA Skool-Study.Learn.Share.

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11937-

media-vehicle.html
 Samsung | Overview, Mission, Vision, Values, Principles. (n.d.). Workat.tech.

https://workat.tech/company/samsung#:~:text=Mission%20and%20Vision%20of

%20Samsung
 About Xiaomi | Xiaomi Global Official Site - Mi Global Home. (n.d.). Www.mi.com.

Retrieved August 27, 2022, from https://www.mi.com/global/about#:~:text=to%20let

%20everyone%20in%20the

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