i
ASIA PACIFIC INSTITUTE OF INFORMATION TECHNOLO GY IN AFFLIATE D
WITH STAFFORDSHIRE UNIVERSITY UK
B.A (Hon.) in Business Administration
Individual Assignment
Module Code and Title
Integrated Marketing Communication
Prepared By
W, G. M. Pasan M. Perera
CB002764
GF09C1BA
Date of Submission
15th March 2010
Supervisor
Mr. Marlon Gunasekara
Submitted in partial fulfillment for the
Degree of Bachelor of Arts (Hons) in Business Administration
Word count: 2658 words
ii
ACKNOWLEDGEMENT
I take this opportunity to pay my honor to appreciate of all who has provided guidance and assistance
to make this project Successful.
My most heartfelt admiration and gratitude goes out to my lecture Mr. Marlon Gunasekara for
generously spending his time from his busy schedule and guiding me in every way to complete this
project proposal successfully.
Last but not least I thank all others who helped me in many ways especially my classmates, friends
and my beloved family members.
iii
Table of content
Acknowledgements ............................................................................ Error! Bookmark not defined. List of figures .....................................................................................................................................v
List of tables ................................................................................................................................... vii 1. Introduction .............................................................................................................................. ix
1.1 Situational Analysis ............................................................................................................... xii 1.1.1 Market conditions ............................................................................................................... xii
1.1.2 PEO TV strength & Competitor Analysis ...................................................................... xiii 1.2 Target Audience Analysis ................................................................................................... xviii
1.2.1 Customer Profile Analysis ..............................................................................................xix
1.1.2.1 Sri Lanka Military strength as a number ......................................................................xix
1.1.2.2 Island wide Military Population & the Military population live in PEO TV Areas ......... xx
1.1.2.3 SLT Fixed line using Military Personnel and the Military Population in area where PEO TV can be delivered ................................................................................................................. xx
1.1.2.4 Military Population According to the Areas where PEO TV can be delivered ..............xxi 1.1.2.5 Target Audience according to PEO TV facilitated areas in Sri Lanka ......................... xxii
1.3 Image Analysis .................................................................................................................... xxii 1.3.1 Familiarity Level ......................................................................................................... xxiii 1.3.2 Favourability level ........................................................................................................ xxiv
1.3.2 Desired level in terms of purchasing .............................................................................. xxv
1.4 Communication needs requirements analysis ......................................................................xxvii 1.4.1 Preferred media ...........................................................................................................xxvii 1.4.2 Preferred Television/ Radio channels and their favorite programmes ......................... xxviii 1.4.3 Preferred News Papers ................................................................................................... xxx
1.4.4 Preferred Language ....................................................................................................... xxxi 2. Marketing Communication Objectives ....................................................................................xxxii 3. Marketing communication strategy.......................................................................................... xxxiv
3.1 Conceptual mapping .......................................................................................................... xxxiv
3.1.1 How Ranaviru pranama Package differentiate from other packages of PEO TV ........... xxxv
3.1.2 How the Ranaviru Paranama Positioned itself among its competitive packages ........... xxxvi 3.1.3 Current Target Audience Positioning Diagram- RP Package ...................................... xxxvii 3.1.4 Expected Positioning Diagram- RP Package .............................................................. xxxvii
iv
3.2 The designing of the Message .....................................................................................xxxviii 3.2.1 Message Content ..........................................................................................................xxxviii
3.2.3 Message Structure............................................................................................................ 41
3.2.4 Message Format............................................................................................................... 41
3.2.5 Message Source ............................................................................................................... 42
3.3 Communication Channels ....................................................................................................... 42
4. Marketing communications mix tools .............................................................................................5
4.1 Advertising Decision ................................................................................................................5
4.2 Sales Promotion Decision ....................................................................................................... 10
4.3 Public Relation Decision ........................................................................................................ 11
4.4 Personal Selling Decision ....................................................................................................... 12
4.5 Direct Marketing Decision...................................................................................................... 13
5. Marketing Communication Budget ........................................................................................... 14
5.1 Detailed budget for advertising ............................................................................................... 15
5.1.2 Detailed budget for advertising in terms of every Month .................................................. 16
5.2 Detailed budget for sales promotion activities ......................................................................... 23
5.3 Detailed budget for Public Relation activities ......................................................................... 23
5.4 Detailed budget for Direct Marketing activities ...................................................................... 24
5.5 detailed budget for Personal Selling activities ......................................................................... 24
5.6 Detailed budget for other promotion related activities ............................................................. 25
5.7 Detailed budget for controlling & measurements .................................................................... 25
5.8 Detailed budget for contingency planning ............................................................................... 25
6. Implementation ............................................................................................................................ 26
6.1 Reviewing & controlling the Marketing Communication Plan ................................................ 27
7. Appendix A- Questionnaire .......................................................................................................... 30
7.1 Appendix B- Market survey results......................................................................................... 38
7.2 Appendix C- Cost per package & channels per package.......................................................... 45
7.3 Evidence of Market Research ................................................................................................. 46
8. Referencing .................................................................................................................................. 47
v
List of figures
Figure 1- Subsidiaries of SLT ............................................................................................................x
Figure 2- Visioncom elements .......................................................................................................... xi
Figure 3- Customer Base of Pay TV ............................................................................................... xiii
Figure 4- Market Share of Pay TV ................................................................................................. xiii
Figure 5- PEO TV packages and their growths ................................................................................xiv
Figure 6- Dialog TV Channels and Cost Comparison ......................................................................xvi
Figure 7- LBN TV Channels and Cost Comparison ....................................................................... xvii
Figure 8- PEO TV Channels and Cost Comparison ....................................................................... xvii
Figure 9- Sri Lankan Military Populations.......................................................................................xix
Figure 10- Island wide Military Population & the Military population live in PEO TV Areas ........... xx
Figure 11- Sri Lankan Military Population in PEO TV service areas ............................................ xx
Figure 12- Military Population according to areas where PEO TV can be distributed ......................xxi
Figure 13- Military Population according to areas where PEO TV can be distributed .................... xxii
Figure 14- Level of Awareness of PEO TV Brand ........................................................................ xxiii
Figure 15- Level of Awareness of Ranaviru Pranama Package ...................................................... xxiv
Figure 16- Overall Favorability Analysis of Pay TV services in Sri Lanka .................................... xxiv
Figure 17-Favorability level of Ranaviru Pranama Package ............................................................ xxv
Figure 18-General Desire level among competitive companies ...................................................... xxvi
Figure 19- Desire level in terms of purchasing Ranaviru Pranama Package ................................... xxvi
Figure 20-Preferred Media among Military Personals ..................................................................xxvii
Figure 21-Preferred Media among Military Personals’ families .................................................. xxviii
Figure 22- Prefer TV among Military Personnel ............................................................................ xxix
Figure 23- Preferred Radio among Military Personnel ................................................................... xxix
Figure 24- Preferred Newspaper among Military Personnel ............................................................ xxx
Figure 25- Preferred Language among Military Personnel ............................................................. xxxi
Figure 26- Preferred Color among Military Personnel ................................................................... xxxi
Figure 27- Conceptual Map for PEO TV competitors .................................................................. xxxiv
Figure 28- Conceptual Map for PEO TV Packages ....................................................................... xxxv
Figure 29- Comparisons of PEO TV Ranaviru Pranama Package & competitors xxxvi
vi
Figure 30- Current Position of PEO TV ................................................................. xxxvii
Figure 31- expected positioning map .......................................................................................... xxxvii
vii
List of tables
Table 1- Competitor Analysis..........................................................................................................xvi
Table 2- Comparison of Dialog TV and PEO TV packages .......................................................... xviii
Table 3- Objectives of PEO TV .................................................................................................. xxxiii
Table 4- Emotional and Rational Appeals .................................................................................xxxviii
Table 5- Appeal, Theme and the Message that is delivered ............................................................... 40
Table 6- The Message Structure ....................................................................................................... 41
Table 7- The Message Format .......................................................................................................... 41
Table 8- overall budget .................................................................................................................... 14
Table 9- Detailed advertising budget ................................................................................................ 15
Table 10- PEO TV Advertising Cost for Month of May ................................................................... 17
Table 11- PEO TV Advertising Cost for Month of June ................................................................... 18
Table 12PEO TV Advertising Cost for Month of July ...................................................................... 19
Table 13- PEO TV Advertising Cost for Month of august ................................................................ 20
Table 14- PEO TV Advertising Cost for Month of September .......................................................... 21
LIST OF ABBREVIATIONS
TA- TARGET AUDIANCE
RP PACKAGE- RANAVIRU PRANAMA PACKAGE
M/P – MILITARY POPULATION
viii
EXECUTIVE SUMMARY
The purpose of this report is to prepare an integrated marketing communication plan for PEO TV.
One of the key corporate objectives of PEO TV is to become the market leader in the paid television
industry in the next five years. Therefore, six months marketing communication plan has been
developed to concentrate and target PEO TV on a particular target segment. Thereby, PEO TV would
be able to effectively compete with Dialog TV, the dominant player in the industry.
Initially the target Audience was analysed through a sample of 60 questionnaires which was
distributed randomly among the target audience and the results obtained were analysed to identify the
familiarity and favourability towards PEO TV and its packages and benefits offered.
The marketing communication objectives were developed based on the results obtained from the
primary research. The key objective of this marketing communication plan is to increase awareness
among the target audience about the product and develop interest and thereby persuade them to
purchase the connection. By doing so, Vision com can increase its customer base and gain market
share. Positioning strategies are based against competitors, to effectively manage competitors and
win over them.
Message design and media selection were based on the target audience requirements and the
proportions in which marketing communication mix to be offered to the target markets was
recognized. Based on the marketing mix tools, the marketing communication budget was prepared.
Subsequently, Implementation program for the marketing communication plan was then developed,
while identifying the tasks to be carried out during each time period.
Finally, marketing controls were determined, through which the implementation of the marketing
communication plan would be controlled. Hence, it is believed that the following marketing plan
would facilitate PEO TV not only to improve their performance, but also to outdo rivals become a
market leader.
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1. Introduction
Sri Lanka Telecom
Sri Lanka Telecom is one of the most valuable companies in our country, with an annual turnover
exceeding Rs. 40 billion. Government owned 49.5% stakes and other balance shares are owned by
general public. “Also SLT Group has a customer base of over four million including multinational
corporations, large and small corporate, retail and domestic customers”. (slt, 2009) SLT can be
describing as the number one in which providing facilities and service in telecommunication industry
of Sri Lanka. Facilities and Services such as telephones, fax machines, ISDN products, CLI,
Modems, Accessories, ADSL & SLT services. (slt, 2009)
PEO TV is one of a product which introduced by one of the subsidiary company of Sri Lanka
telecom. (slt, 2009)
Sri Lanka Telecom Vision & Mission
Over Vision
“To lead Sri Lanka to become the hub of telecommunications in South Asia”
Our Mission
“To anticipate and fulfils the communications requirements of all sectors of the nation, in a service
oriented work ethic which will provide total customer satisfaction through the most modern
telecommunication facilities” (slt, 2009)
x
SLT Subsidiaries
Figure 1- Subsidiaries of SLT
Source: (slt, 2009)
Mobitel (Pvt) Ltd
SLT Visioncom (Pvt) Ltd
SLT Publications (Pvt) Ltd (SLT
Rainbow pages)
SLT Hong Kong Limited (Point of Presence)
Sky Network (Pvt.) Ltd
Sri Lanka Telecom
(Services) Ltd
SLT Manpower Solutions (Pvt)
Ltd
xi
VisionCom PVT Limited
Visioncom pvt limited is one of the subsidiary company of Sri Lanka Telecom.SLT vision com is the
pioneer to introduce Internet protocol television (IPTV) technology to Sri Lanka though PEO TV.
(Sltvisioncom, 2008)
Figure 2- Visioncom elements
(Sltvisioncom, 2008)
Our Vision
• To be the leader in e-entertainment and e-Education Information Society in Sri Lanka.
Our Mission
• To provide our customers with the world’s best and most innovative Media
Services, Products, Technologies and Customer Support. Powered by excellent
People and Solutions, we will be a customer driven, high performance company
that delivers superior, sustained shareholder value.
Our Values
• An obsession with serving our customer. • A commitment to business excellence. • Speed • Innovation • Quality • A deep respect for the contributions towards the success of the company.• Mutual respect & teamwork • Integrity and openness • A strong sense of social responsibility
xii
What is PEO TV
PEO TV is the ultimate gift to the Pay TV consumers in Sri Lanka introduced in 2008 September by
Vision Com ltd. PEO TV is generated trough technology called Internet Protocol television (IPTV). It
is with characteristics such as, “Digital quality pictures, Time shifted TV, Rewind TV to pause live
TV, and Video on demand with content such as movies, educational programmes and many more”.
(peotv, 2010) .
PEO TV was started with one package called “Base Package”, and another 4 packages has been
introduced, such as Platinum, Gold, silver and Ranaviru Pranama Package. At present PEO TV is
catering to selected areas in our Island such as Colombo, Kandy, Rathnapura, Gampaha, Kalutara,
Galle, Matara, Hambantota, Nuwara-Eliya and Badulla. It has a customer base near to 25000
customers. (Wijesinghe, 2010)
RANAVIRU PRANAMA PACKAGE
This is the package which I choose to do my analysis. Ranaviru Paranama Package was launched in
August 20, 2009 as a tribute to the armed forces. “Package signifies the respect the SLT has for the
armed forces that helped to free the country of the scourge of terrorism”. (dailynews, 2009) The
Ranaviru Pranama Package is consists of 23 local & international channels along with all the new
features. It is cost as 2999/= as the initial investment and 550/= as the monthly Rent. (Music, 2009)
1.1 Situational Analysis 1.1.1 Market conditions Sri Lanka has a population of 21,324,791 million out of which approximately 200 thousand are Pay
TV customers. The big brother of this industry is Dialog TV, and then there is LBN & the PEO TV.
Sri Lanka Pay TV industry annual growth rate is 60% and industry is highly competitive. Therefore
the market is open for any one. (Wijesinghe, 2010)
When analysing PEO TV Ranaviru Pranama Package, it’s must to have an idea about the Military
strength of Sri Lanka, (see below). At present PEO TV has created some sort of awareness & interest
in hearts & minds of Military people, but there are strategies need to initiate. (Wijesinghe, 2010)
xiii
1.1.2 PEO TV strength & Competitor Analysis
Customer Base Comparison According to my primary research and secondary research, we can clearly identify that the Dialog TV
is leading the market with 75% market share which is 150000 customer base, and the LBN with 10%
which is 20000 customer base and PEO TV 15 % which 25000 customer base. (Wijesinghe, 2010)
Figure 3- Customer Base of Pay TV
Source: (Wijesinghe, 2010)
Figure 4- Market Share of Pay TV
Source: (Wijesinghe, 2010)
150000
25000 200000
50000
100000
150000
200000
DIALOG TV PEO TV LBN
Customer Base as a number
DIALOG TV
PEO TV
LBN
75%
10%
15%
Market share as a percentage
Dialog TV
LBN
PEO TV
xiv
CUSTOMER BASE ACCORDING THE PACKAGE THEY USING
According to wijesinghe, 2010 Silver Package has higher demand, it has customer base 50% out of
25000 overall customers. Gold package is leading second and 20% out of 25000; also platinum has
10 % out of 25000. Mean while military Personnel has obtain 5% out of 25000 customers.
Figure 5- PEO TV packages and their growths
Source: (Wijesinghe, 2010)
50%
20%
10%
5%
15%
PEO TV Packages and their growths
SILVER PACKAGE
GOLD PACKAGE
PLATINUM PACKAGE
RANAVIRU PRANAMA PACKAGE BASE PACKAGE
BASE PACKAGE
Here, we can see another package called BASE PACKAGE; it is the very 1st package which PEO TV
introduced to Sri Lankan customer. At present the company has stopped promoting and the selling the
Base Package. Even though the Base package is been stopped still company is maintaining 15% of
customers out of 25000 for ever. (Wijesinghe, 2010)
xv
Competitor Analysis
Below graph depicts the comparison about PEO TV in general and this includes all the aspects. This
includes Dialog TV, LBN and the PEO TV.
Indicators Dialog TV LBN PEO TV company logo
Company slogan The Future Today Sri Lanka’s Pioneer Cable
TV Provider
The Best Way To Watch
TV
Customer Base 150000 20000 25000
Market Share 75% 10% 15%
Technology used Satellite Coaxial cable (very limited
foot print)
internet protocol TV
Average coverage Island wide Colombo, Kandy,
Gamapaha, Galle, Matara,
Ratnapura Districts
Colombo, Kandy, Nuwara
eliy, Dambulla,
Hambantota, Matara, Galle,
Kalutara,
Gampaha,rathnapura
Initial Connection charges
for Normal Packages
14,900 + Govt. Taxes 2,000(Analog) + Govt.
Taxes
6000(Digital) + Govt.
Taxes
9,950 + Govt. Taxes
Discounted schemes for
Normal Sector
12 month Installment
scheme for all credit
card holders.
Advancement payment 12
months-10%
Free Offer for SLT
Broadband Customers
(ADSL)
Packages 1.Lite 500
2. Super 700
3. Great 1375
4. Value Plus 1949
1.Basic
2.Digital
3.Digital
4. Premium
1. Ranaviru Pranama
2. PEO Silver
3. PEO Gold
4. PEO Platinum
xvi
Table 1- Competitor Analysis
Source: (Wijesinghe, 2010)
Channel & Cost Comparison
Below I have compare and contrast the cost and the channels of each and every pay TV distributor’s.
Here we can get an idea which is the better package in terms of cost in each company.
Figure 6- Dialog TV Channels and Cost Comparison
27 37 50 71
0
500
1000
1500
2000
2500
1 2 3 4
Dialog TV channel & cost comparison
PRICE CHANNELS
channel 1-Lite 500 channel 2-Super 700 channel 3- Great 1375 channel 4- Value Plus1949
Special features for Military
Personnel
Dialog has reduce their
initial investment cost
for 11250/= for Military
Personnel.
LBN has no special feature PEO TV has reduce their
initial cost for 2999/= and
they have crate a special
package and monthly rental
is 550/= for Military
Personnel
Cost and channels
comparison
please refer below
graphs
please refer below graphs please refer below graphs
xvii
Figure 7- LBN TV Channels and Cost Comparison
Figure 8- PEO TV Channels and Cost Comparison
Sources - (Wijesinghe, 2010)
36 60 79
0
200
400
600
800
1000
1200
1400
1600
1800
1 2 3
LBN channel & cost comparison
PRICE CHANNELS
channel 1- Basic channel 2-Digital channel 3- Digital channel 4-Premium
23 30 41 50
0
200
400
600
800
1000
1200
1400
1600
1800
2000
1 2 3 4
PEO TV channel & cost comparison
PRICE CHANNELS
channel 1-Ranaviru Pranama channel 2- PEO Silver channel 3- PEO Gold channel 4- PEO Platinum
xviii
Dialog TV & PEO TV is having special packages with special futures for Military Personnel and
below depict the comparison between two Ranaviru Packages (Military packages) which introduced
by two companies.
Indicators DIALOG TV PEO TV Package introduced August 20, 2009
Initial investment 11250/= without tax 2999/= without tax
Package details No any different, packages are same
as for the normal customers, only
the initial
Connection charge is bit lower than
the other’s charges. Channels are
according the package.
They have introduced a package
which is 550/= monthly rental
and customers can subscribes
23 channels and all the other
features.
Additional special notes Dialog has given some connections
free of charge to Military camps and
they have done lot of sponsoring of
Military events like Army Search
Light Tattoo, diary programs, Air
Force carnival, Navy Mela and etc.
PEO TV has distributed some
connections free of charge. SLT
has sponsored Military events a
lot.
Table 2- Comparison of Dialog TV and PEO TV packages
Source - (Wijesinghe, 2010)
1.2 Target Audience Analysis
The most suitable target audience for the Ranaviru Pranama Package is the Sri Lankan Military Force
which included Sri Lanka Army, Navy, Air Force and the Police. Even though targeting above
mentioned Military Personnel is compulsory because the package is entirely created for the Sri
Lankan Military Force as tribute to their service.
xix
1.2.1 Customer Profile Analysis
The customer profile will be Military Population who use SLT Fixed line telephones and who live
in the areas which PEO TV cater its facilities (refer Appendix-E for PEO TV facilitate areas).
According to my primary research there is 380000 total Military force and from that there is 185000
Military force live in our selected areas and from that amount 100,000 population are suing SLT
fixed line telephones. Therefore those 100,000 Military populations who use SLT Fixed line
telephones and live in PEO TV facilitate areas are my target customers. (Fernando, 2010)
1.1.2.1 Sri Lanka Military strength as a number- according to the which force they are serving
Figure 9- Sri Lankan Military Populations
Source :( Fernando, 2010)
0
50000
100000
150000
200000
250000
SL ARMY SL NAVY SL AIR FORCE SL POLICE
Sri Lanka Military Strength As a Number
SL ARMY
SL NAVY
SL AIR FORCE
SL POLICE
xx
1.1.2.2 Island wide Military Population & the Military population live in PEO TV Areas
Figure 10- Island wide Military Population & the Military population live in PEO TV Areas Sources :( Fernando, 2010)
1.1.2.3 SLT Fixed line using Military Personnel and the Military Population in area where PEO TV can be delivered
Below graph depicts Military Population live in PEO TV facilitate areas & SLT fixed line using
Military population in PEO TV facilitated areas. Here we can see 185000 Militaries are live in the
selected area, and from that we can identify 100000 SLT fixed line using militaries. (Fernando, 2010)
Figure 11- Sri Lankan Military Population in PEO TV service areas Source :( Fernando, 2010)
380000
185000
0
100000
200000
300000
400000
500000
0 0.5 1 1.5 2 2.5
Islandwide Military population & the Military Population which live, in Area where PEO TV can be delivered
OVER ROLE
IN PEO TV AREA
185000
100000
020000400006000080000
100000120000140000160000180000200000
MILITARY POPULATION IN PEO TV AREA
SLT FIXED LINE USING M/P IN PEO TV AREA
SLT Fixed line using Military Personals and the Military Population in area where PEO TV can be delivered
MILITARY POPULATION IN PEO TV AREA
SLT FIXED LINE USING M/P IN PEO TV AREA
xxi
1.1.2.4 Military Population According to the Areas where PEO TV can be delivered
Below map shows the target audience- 100,000 SLT fix line using military population is diversify
according to the respective areas where PEO TV caters its facilities. (Fernando, 2010)
Figure 12- Military Population according to areas where PEO TV can be distributed
Source :( Fernando, 2010)
xxii
1.1.2.5 Target Audience according to PEO TV facilitated areas in Sri Lanka
Below graph will give you a perfect idea how the Military population who used SLT Fixed line
telephones, is diversify in the facilitated areas of PEO TV.
Figure 13- Military Population according to areas where PEO TV can be distributed
Source :( Fernando, 2010)
1.3 Image Analysis
In image analysis we should look at the current PEO TV image which attracts its customers.
According to my market research gained data about overall PEO TV familiarity & its favourability
towards its potential customers and gained data about the familiarity & its favourability of Rnaviru
Pranama Package in the hearts and minds of Military Personnel. The market survey was carried out
within Military Personnel only; the gathered data have been graphically displayed in bellow pages.
COLOMBO
KANDY GALLE MATARARATHNAP
URAKALUTAR
ANUWARA
-ELIYADAMBUL
LAHAMBAN
TOTAGAMPAH
A
Series1 11000 12000 16000 18000 10000 4000 4000 6000 12000 7000
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Popu
lati
on in
Num
bers
Military Population According to the Areas where PEO TV can be delivered
xxiii
1.3.1 Familiarity Level
Depend on the survey found out general awareness level of PEO TV is very much low in the hearts
and the minds of Pay TV & Non Pay TV Military customers’. As mentioned above my sample is 60
military personnel. Below depicts calculations and the graphs on general awareness level of PEO TV
brand well as the awareness level on Ranaviru Pranama Package. (Refer Survey results in Appendix
B)
Figure 14- Level of Awareness of PEO TV Brand
45%
55%
Awareness level of Sri Lanka Telecom PEO TV Brand among Military personnel %
Aawre about PEO TV
Not Aware about PEO TV
General Awareness level on PEO TV brand
Total sample = 60 Military personnel
Aware about PEO TV = 27 Military personnel = (27/60) *100 = 45%
Not Aware about PEO TV = 33 Military personnel = (33/60)*100= 55%
Awareness level on Ranaviru Pranama package
Aware on RP Package = 11 personnel out of 60 = (11/60) *100 = 18%
Not Aware on RP Package but knows PEO TV brand = 16 personnel out of 60 = (16/60) *100 = 27%
Not Aware about PEO TV or Neither R.P. Package = 33 personnel out of 60 = (33/60) *100 = 55%
xxiv
Figure 15- Level of Awareness of Ranaviru Pranama Package
1.3.2 Favourability level
From the market research, found out the general favorability level of PEO TV brand among other
competitors, and favorability level of Ranviru Prnama package. (Refer Survey results in Appendix B)
General Favorability Level
Company Military personnel who are interested Percentage
Dialog TV 33 55%
PEO TV 15 25%
LBN` 12 20%
Figure 16- Overall Favorability Analysis of Pay TV services in Sri Lanka
18%
27%55%
Awareness level on Ranaviru Pranama package
Aware on RP Package
Not Aware on RP Package butknows PEO TV brand
0
10
20
30
40
50
60
DIALOG TV PEO TV LBN
PRES
AN
TAG
E %
General Favorability Analysis of Pay TV service Providers in Sri Lanka
DIALOG TV
PEO TV
LBN
%
xxv
Favorability level of the Ranaviru Pranama package
According to the market survey, it depicts 7 personnel only interested in Ranaviru Pranama Package
out of whole sample. Therefore (7/60) *100 = 12% (Refer Survey results in Appendix B)
Figure 17-Favorability level of Ranaviru Pranama Package
1.3.2 Desired level in terms of purchasing
From the market survey found out the desired level in terms of purchasing. Desired level in general &
for RP Package both are found out. (Refer Survey results in Appendix B)
General Desired level- among competitive companies
Company Military personnel who are desire to buy Percentage
Dialog TV 30 50%
PEO TV 12 20%
LBN` 10 17%
No desire to purchase any 08 13%
Interested in R P Package
Not Intersted
12%88%
Favorability level of the Ranaviru Pranama package
xxvi
Figure 18-General Desire level among competitive companies
Desired level in terms of purchasing the Ranaviru pranama Package
Market survey shows that there are only 3 Military personnel out of 60 personnel, with a desire to
purchase Ranaviru Pranama Package. Therefore (3/60)*100= 5% (Refer Survey results in Appendix
B)
Figure 19- Desire level in terms of purchasing Ranaviru Pranama Package
0% 10% 20% 30% 40% 50% 60%
DIALOG …
PEO TV
LBN
NON
General Desired level- among competitive companies
Desire to RP package No Desire RP Package
5%
95%
Desired level in terms of purchasing the Ranaviru pranama Package
xxvii
1.4 Communication needs requirements analysis
Here, communication need requirements analysis is based on,
1. Preferred media
2. Preferred Television/ Radio channels and favourite programmes
3. Preferred language
4. Preferred colours
Therefore to gain data I carried out a survey among Military personnel and they are been illustrated in
below pages.
1.4.1 Preferred media
Most of Military personnel in the sample are more like to stay touch with radio programmes. Also as
a second option they choose to read newspapers and other published materials like broachers, leaflets
and word of mouth, it’s mainly because of their busy life schedule. Also they are more like to have
messages in notice boards of their Military camps where they posted. They are not much interested
on TV, mega billboards. But officer level Military personnel are more like to brows internet and
watch TV programmes. (Refer Survey results in Appendix B)
Figure 20-Preferred Media among Military Personals
0 5 10 15 20 25 30 35
TV
Radio
Press
Billboards
Handbills
Direct Marketing
E-marketing
Preferred media Among Military Personnel (%)
xxviii
We have to concentrate on M.P family interests also, because they are the one who use this package
even though the militaries are purchasing the item. Families are more interested on TV programmes,
read newspapers and billboards etc. (Refer Survey results in Appendix B)
Note- Military personnel gave data about their family interests & etc. (Refer Survey results in
Appendix B)
Figure 21-Preferred Media among Military Personals’ families
1.4.2 Preferred Television/ Radio channels and their favorite programmes
Military Personnel rank their favourite TV & Radio Channel according to their preference and they
mentioned their favourite TV & Radio programme for each and every TV& Radio channels. (Refer
Survey results in Appendix B)
0 5 10 15 20 25 30
TV
Radio
Press
Billboards
Handbills
Direct Marketing
E-marketing
Preferred media Among Military Personnel's families
xxix
TV channels
Figure 22- Prefer TV among Military Personnel
TV channel and their favorite programme among Military Personnel
TV channel Favorite Programme
Rupavahini Rupavahini NEWS -8pm
ITN PABA- Family base programme
Swarnawahini LIVE @ 8- News
Sirasa Ran Depaya- Sinhala doubt Hindi programme
TNL RIDMA RAYAK- Entertainment Programme
Radio Channels (Refer Survey results in Appendix B)
Figure 23- Preferred Radio among Military Personnel
Rupavahini ITN Sirasa Swarnavahini TNL
Series1 25 15 25 30 10
0
5
10
15
20
25
30
35
prec
enta
ge %
Preferred Television among Military Personnel %
Y FM HIRU FM SLBC Lakhada SIRASA FM
Series1 12 32 6 30 20
05
101520253035
Prec
enta
ge
Preferred Radio among Military Personnel %
xxx
Radio channel and their favorite programme among Military Personnel
Radio Channel Favorite Programme
SIRASA FM Tarzan Baappa- Comedy Programme
HIRU FM Paththara Malli- Morning news paper evaluation
Lakh Hada Ranaviru Rathriya- entertainment programme for Military Personnel
Y FM Love Dreams- entertainment programme
1.4.3 Preferred News Papers
(Refer Survey results in Appendix B)
Sunday Lankadeepa
Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina
15 Personnel
12 Personnel
11 Personnel
10 Personnel
10 Personnel
Figure 24- Preferred Newspaper among Military Personnel
0
2
4
6
8
10
12
14
16
Sunday Lankadeepa
Daily Lankadeepa
Sunday Divaina Daily Divaina Sunday Silumina Observer
Preferred News Papers
xxxi
1.4.4 Preferred Language
From my survey among Military Personnel I found out there most prefers language, they are more in
to Sinhala language and as a second option they use English. For Sinhala – 48 personnel, for English-
9 personnel, for Tamil & Other- 3 personnel. (Refer Survey results in Appendix B)
Figure 25- Preferred Language among Military Personnel
1.3.5 Preferred Colors
When it’s come to colors they more like Camouflage color (mix of green, black and brown) which is
mostly unique to them. (Refer Survey results in Appendix B)
Figure 26- Preferred Color among Military Personnel
80%
15%5%
Preferred Language among Military Personnel %
Sinhala
English
Tamil & other
Sinhala - 80 %English- 15%Tamil & Other - 5 %
Camouflage colour
Red Blue Yellow Orange
Series1 75 5 15 3 2
01020304050607080
Prec
enta
ge %
Preferred Colours among Military Personnel %
xxxii
2. Marketing Communication Objectives
The following marketing communication objectives are purely developed depends on the target
audience analysis which I did, and collaboration with the corporate goals and objectives of Sri Lanka
Telecom for the period of six months starting from March to August.
Objectives and small description
Objective 1 To increase the level of customer awareness level of Ranaviru Pranama Package from
18% to 58% within next six months. (40% increment)
Description • According to my primary research found out that general PEO TV awareness level
is 45% and overall Ranaviru Pranama Awareness level is 18% among heart and
minds of the military personnel.with the effect of the budget allocated expect to
increase the awareness level of RP Package from 18% to 58%, thereby, general
PEO TV will automatically increased by 40%.
Objective 2 To increase the level of interest of Ranaviru Pranama Package from actual
level of 12% to 32%.
Description According to my primary research found out that the interest level of military personnel
about RP Package is 12% and expects to increase the interest level by 20%.
Objective 3 Increase the desired level for Ranaviru Pranama Package from 5% to 15%.
Description According to the survey, desired level towards RP Package is 5 % and with effect of
the budget expects to increase the level by 10%.
Objective 4 Increase the brand value of 2.5 Million to 3 million within next six months.
Description • This 2.5Million amount is the present valuation of the PEO TV brand.
(Wijesinghe, 2010)
xxxiii
Table 3- Objectives of PEO TV
• Brand should be able to capture the heart and mind of the consumer
• Brand image must be positioned in the hearts & minds of its potential
customers
• This will create profit in the long run.
• Corporate goals of SLT Telekom are in line with this objective.
xxxiv
3. Marketing communication strategy
3.1 Conceptual mapping
Below general conceptual map drown according to the competitor analysis. From this we can get a
clear idea where PEO TV is based, depend on cost, there value added services, coverage and the
brand name.
Figure 27- Conceptual Map for PEO TV competitors
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0 0.2 0.4 0.6 0.8 1 1.2
Company cost Value added services coverage brand name
Dialog 4 5 4 5
PEO TV 3 4 3 4
LBN 2 3 2 3
Coverage
xxxv
3.1.1 How Ranaviru pranama Package differentiate from other packages of PEO TV
When concentrating about the Ranaviru pranama Package we have to look how it’s differentiate from
other packages which introduced by PEO TV. Below we can see R.P.package is the lowest when
comparing to other packages, but with similar Value added services. That’s how PEO TV tribute
Military.
Figure 28- Conceptual Map for PEO TV Packages
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0 0.2 0.4 0.6 0.8 1 1.2
Cost
Value Added Channels
Coverage
xxxvi
3.1.2 How the Ranaviru Paranama Positioned itself among its competitive packages
Dialog ranaviru package is the highest competitor to PEO TV RP Package. Here R.P. package of
PEO TV is has a high level of value addition activities than the Ranaviru Package of Dialog TV, and
also initial cost for put up a package is low in PEO TV than The Dialog TV Ranaviru Package and
the LBN.
Figure 29- Comparisons of PEO TV Ranaviru Pranama Package & competitors
(Wijesinghe, 2010)
Initial Cost
Value Added Activities
Ranaviru
Package
Ranaviru Pranama
Package
Package
xxxvii
3.1.3 Current Target Audience Positioning Diagram- RP Package
Figure 30- Current Position of PEO TV Source: (Refer Survey results in Appendix B)
3.1.4 Expected Positioning Diagram- RP Package
Figure 31- expected positioning map
Current Positioning Diagram
Expected Positioning Diagram
Target
Market
100%
Non-aware
for R.P.
Package
82%
Awareness
Level for
R.P.Package
18%
82% Not
Preferred
12%
Preferred
95%
Not Try-
5%
Try
Target
Market
100%
68% Not
Preferred
32% Preferred
85%
Not Try
15%
Try
Non-aware for
R.P. Package
42%
Awareness
Level for R.P.
Package 58%
xxxviii
3.2 The designing of the Message
3.2.1 Message Content –
1. THEME R.P Package is launched as a tribute to the armed forces. “Package signifies the respect the SLT has
for the armed forces that helped to free the country of the scourge of terrorism”, therefore my
Message will be concentrate on
1. How PEO TV tribute to armed forces, to convey that, they are never forgotten, forever
immortalized they will remain in our hearts.
2. To show our respect by kneel down & bow our heads in honor.
3. About PEO TV’s R.P. package, its value added services, its low rates to our Military
personnel and why should by PEO TV R.P. Package other than competitors’ package
3. APPEALS - Therefore aspects such Emotional & Rational appeals must be look at when
designing the message.
Appeals Description
Emotional Here we have to convey the idea that our Sri
Lankan M.P are so valued and this package is a
gratitude to their service which they did.
Rational About the PEO TV, about its value added services
and etc will be mention here. Table 4- Emotional and Rational Appeals
2. TAG LINE So here R.P. Package will be position in the hearts & minds of the M.Ps’ and in their family
members’ heart & minds on its unique tagline: WE SALUTE OUR HEROES
39
Appeal & the Theme and the message which must delivered
Appeals according to the Theme Message which must delivered
Emotional Appeals
1. How PEO TV tribute to armed forces, to
convey that, they are never be forgotten,
forever immortalized they will remain in our
hearts
• The guts, the glory of our troops will forever shine light upon our nation, our
fellow Military brothers and sisters fought with courage they fought with
passion, fought with dignity, they fought with valor.
• They protect us to save us all, from the evil scourge of terrorism, those lost in
the fields of battle will never be forgotten, forever immortalized they will
remain in our hearts.
• Unselfishly you left your father & your mothers; you left behind your sisters &
your brothers; leaving your beloved children & wives you put on hold, your
dreams- your lives all for our future need hope.
2. Show our respect by kneel down & bow our
heads in honor
• Brave valiant Soldier Brothers (Lak mawege sinha puthun) - We are eternally
grateful to you. You pay a heavy price for our tomorrow. We salute dear
Brothers respect and love for you. ලක ්මවෙග� සිංහ පු� න ්
• Lay their lives on the line each day so that we may enjoy ours. As a show of
support
• Thanks a lot to all our war heroes we never forget today we are living in this
country because of you’ll r the once who save our life.
• You are the real heroes of mother Lanka and we salute you
• Let's do our part
40
Rational Appeals
3. About PEO TV’s R.P. package
• “Package signifies the respect the SLT has for the armed forces that helped to
free the country of the scourge of terrorism”. (dailynews, 2009)
• The Ranaviru Pranama Package is consists of 23 local & international channels
along with all the new features which.
• This package is creating awesome opportunity to gain entertainment, and
worldwide information to our soldiers though popular channels at a very
concessionary price.
• PEO TV is distributing in lower price than the other packages. It is cost as
2999/= as the initial investment and 550/= as the monthly Rent. (music, 2009)
4. Its value added services and Military should
buy PEO TV other than competitor packages
• All the value added services which PEO TV delivered.
• Data about PEO TV competitor analysis.
Table 5- Appeal, Theme and the Message that is delivered
41
3.2.3 Message Structure
A Clear Conclusion The message of switching to Ranaviru Pranama Package or trying out the
Ranaviru Pranama Package & the tribute to M.P should be highlighted as
the key outcome.
Two side Argument The message should highlight the benefits of being a Ranaviru Pranama
Package and how valuable is our armed forces to us. Order of Presentation
Should start with emotional way, must convey the gratitude to armed
forces with creative way. The middle should involve the PEO TV- R.P.
Package and its value added benefits and must have a fine ending which
symbolize PEO TV uniqueness. Table 6- The Message Structure
3.2.4 Message Format
Facts Description
Color Combination According to the survey, the most favorite color is camouflage color
which is most unique to armed forces. Therefore in the message color
will be mix of green, black and brown. Also PEO TV logo and the
name of the package must be highlighted.
Sound
This must consist of the tune of Sinhala song “Ranabima Marune
Sinhalayaku Nam” (youtube, 2008)
Location The location must be very attractive and pleasant. It should be like
village area; also it must be eye catching. Language This must be in Sinhala, because in Sri Lanka mother tongue is Sinhala
and it can create more patriotic ideas, also soldiers more preferred
Sinhala than other languages.
Table 7- The Message Format
42
3.2.5 Message Source
Our own Sri Lankan Military personnel will be the actors or models for this message or an ad,
because it will create more closeness between PEO TV and military families & with military
personnel. Also it will symbolize that this message is Military related and the families of military will
be more concentrate on this message well as the military personnel.
3.3 Communication Channels
According to my primary research, shows that military personnel communication channels are very
much into radio as well as they like to have word of mouth and their families are very much into TV,
therefore when promoting the R.P. Package mainly must use a combination of non personal &
personal communication channels.
Communication Channels
NON Personal communication Channels
Advertising
1. TV
2. Radio
3. Print Media- Newspapers
4. Billboard
5. Brochures
6. Vehicle Brandings
7. Internet
8. Magazines
Personal Communication Channels
Direct Marketing
1. Mails
2. E-mails
3. Face to face explanation- Visit every
military camps in selected areas and
establishing a stall for 2days
Personal Selling
1. Trade Fares
2. Get together
NON Personal communication Channels
Sales promotions
1. Free connections to Military camps
2. Training sessions
3. Raffle draw
Public Relation Promotions
1. Sponsoring Events
Sponsoring the Dha Viru Gee Sara, mega musical programme
Sponsoring the Military disable sports meet
Sponsoring the Victory celebration rally on 18th May
2. Distributing scholarships for the children of soldiers who
killed in the war and who are need help with collaboration
with Defence Secretariat Seva vanitha branch
3. Organizing 10 tribute programmes for all the soldiers who
killed in the battle in each 10 areas which we selected,
programme call “Chiran Jayathu”.
4.
NON Personal communication
Channels
Other
1. Establishing PEO TV dealer
shops in every area
headquarters in selected
areas for every amour force
2. Training sessions for
outsource recruits who visit
army camp behalf or PEO
TV
5
4. Marketing communications mix tools
Marketing communication mix consists of advertising, personal selling, sales promotion, public
relations and direct marketing.
4.1 Advertising Decision
Message will be telecast through above the line & below the line methods. The target group will be to
the military personnel & their families. Also from these advertising tools expect to deliver
Informative message such as to create awareness, interest & a desire about the R.P Package & to give
a brief description about the RP Package. Also expect to deliver Persuasive message such as the value
proposition, new features and technology and competitor comparison.
Here, from overall promotional campaign 75 % of activities will be for the advertising. (Refer
implementation plan), also from total budget 72% is allocated for the advertising (Refer advertising
budget below)
Advertising
TV
Swarnawahini-
Live@8
Sirasa TV-
Ran Depaya
ITN-
Paba
Rupavahini-
News 8Ppm
Radio
Hiru FM-
Paththara Malli
Sirasa FM-
Tarzan Bappa
Lakhada-
Ranaviru Raththriya
Newspaper
Sunday Lankadeepa
Daily Lankadeepa
Sunday Divaina
Daily Divaina
Sunday Silumina
Other
Billboards
Brochure
Vehicle Branding
Internet
Bus Halt Painting
6
TV & Radio Advertisements
Radio Channel Programme
Huru FM Paththara malli
Sirasa FM Tarzan Bappa
Lakhada Ranaviru raththatriya
(writeonit, 2010)
Newspaper Advertisements • Sunday Lankadeepa
• Daily Lankadeepa
• Sunday Divaina
• Daily Divaina
• Sunday Silumina
(writeonit, 2010)
TV Channel Programme
Swarnavahini Live@8
Sirasa Ran depaya
Rupavahini News 8pm
According to the market research
Military personnel are very much in to
radio & newspapers therefore 5 news
papers are choose and ads will be
published. (See implementation plan)
7
Billboards
10 large size billboards (20*30 ft) & 20 billboards (20*10 ft) will be equally displayed in the 10 areas
which we select; billboards will be established in the places where people gathered most.
(writeonit, 2010)
Brochure
Broachers will be distributed inside the camp,
during the visits to the camps by PEO TV marketers.
Also brochures will be post attached with the mail to
military families whose live in the selected 10 areas.
Refer implementation plan.
8
Vehicle Branding
20 CTB busses will be painted with the PEO TV logo, Ranaviru Pranama
Package and etc, which are running in these selected areas
(2 busses from each area).
Internet
With the understanding between SLT and defence ministry, in the web sites of Army, Navy, Air
Force & Police the news about PEO TV and Ranaviru Pranama Package will be published and by
clicking the “related link” automatically user will be log into PEO TV home page.
Sri Lanka Defence web
Sri Lanka Army
Web Site
Promoting PEO TV, in Sri Lanka
Defence web, by giving a related link
and a picture of handing over the 1st
package to the secretary of defence
in 2009
Still this hasn’t done, so I’m using this
strategy as a new innovation to promote
PEO TV within Military Personnel
Promoting PEO TV,
in Sri Lanka Army
web, by giving a
related link and a
picture
9
Sri Lanka Air Force
Web Site
Sri Lanka Police Web
Sri Lanka Navy
Web Site
Promoting PEO TV,
in Sri Lanka Air
Force web, by giving
a related link and a
picture
Promoting PEO TV,
in Sri Lanka Police
web, by giving a
related link and a
picture
Promoting PEO TV, in
Sri Lanka Navy web, by
giving a related link and
a picture
10
Bus Halt Painting
20 CTB bus halts in selected areas, 2 from each will be painted of PEO TV logo and RP Package
symbols.
(writeonit, 2010)
4.2 Sales Promotion Decision
This is a method to motivate consumers and make them interest and create a desire to purchase RP
Package.
Free connections to Military camps
(writeonit, 2010)
It’s said that there are 200 military camps in the 10
selected areas where PEO TV is facilitated and where
my target audience is live (Fernando, 2010). In the
visits to the camps in the 10 selected areas, PEO TV
marketers will offer free connection to each camp.
11
Raffle draw for Military Personnel
During the visits to the camps located in the selected areas, marketers will have raffle draw for the
military personnel in each camps. (200 camps) in each camp 5 winners will be choose and 5 RP
Package connections will be given free.
Raffle draw for families
With the letter, raffle coupon will be sent to every military family located in the selected 10 areas in
every two months time. Families suppose to fill and sent the raffle coupon back and in every 2
months time 20 winners will be selected and 20 connection swill be given to the families.
4.3 Public Relation Decision
This is where company can highlight its image and good name by doing social works public works
etc, doing this company expect to increase the awareness and the interest towards RP package and
PEO TV.
Sponsoring the Dha Viru Gee Sara, mega musical programme
In august PEO TV company will be sponcoring the dha viru gee sara mega musical programme
which going to held at BMICH, with effect company expect to increase the awareness and etc.
Sponsoring the Military disable sports meet
In September PEO TV Company will sponsor Military Disable sports meet, this would be great
chance to attract the audience and to increase the good name & the image of the company.
(writeonit, 2010)
Banners,
Billboards and
various kind of
promoting stuff
be displayed in
the stadium
12
Sponsoring the Victory celebration parade on 18th May
(wordpress, 2009)
Distributing scholarships with Seva Vanitha
In very two weeks time, PEO TV will visit one area and organize an event which will include
scholarships distribution, a tribute programme, and trade show & get together. There scholarships
will be distributed to the children of military personnel who killed in the battle.
“Chiran Jayathu” tribute programme
This is one of another programme of PEO TV organize in line with scholarship, trade show and get
together programme. Tribute will do to show the respect to the military personnel for their brilliant
effort in reuniting our island.
4.4 Personal Selling Decision
Main objective is to build a good relationship between company and Military Families in the elected
areas and between the military personnel.
Trade Fares
Trade Fares will be organize in every two weeks, one selected area at a time. This will be in line with
scholarships programme, tribute programme and get together programme.
18th May is the day which we defeat
LTTE terrorist and its leader
Prabhakaran, in this day government
will have a celebration parade,
therefore PEO TV Company will
sponsor the event. It will be great
chance to increase the awareness and
the good name.
13
Get together
Get together are for children & to the families of Military personnel, and these get together will be
organize in every two weeks, one selected area at a time. This will enhance the relationship and will
promote the product.
4.5 Direct Marketing Decision
Mails will be posted to the military families who live in selected areas. Mail is about RP Package and
its benefits to the militaries. With this mail, broachers and raffle coupon will be sent. In every two
months time mail will e sent in order to create awareness and to as a reminding.
SMS-through Mobitel
Mobitel is one of the subsidiaries of SLT, so sms can be sent to all the military personnel who use
UPAHARA package of mobitel, therefore sms can be sent in low cost. Sms’s will be sent in every
week of 1st four months, mentioning the area where is our marketers are visiting. Then the military
personnel can get an idea when their camp will be visit. Also sms message will be use asa reminder.
Emails will be sent in every month to the officers of three forces and police.
Face to face explanation- Visit every military camps in selected areas and establishing a stall for
2days
PEO TV marketers will visit every military camp (200 camps) in selected 10 areas in 1st four months;
there they will be staying two days in one camp with the permission of defence secretary. Marketer
will establish a small stall for two days with a promotion van and a TV to demonstrate.
14
5. Marketing Communication Budget
Table 8- overall budget
15
5.1 Detailed budget for advertising
Table 9- Detailed advertising budget
16
5.1.2 Detailed budget for advertising in terms of every Month
Month-May
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
TV
Advertisements
Production cost of
TV & Radio ads
1500000
Swarnavahini Live @ 8 30 seconds 110000 20 days 2200000
Sirasa Ran depaya 15 seconds 78,125 8days 625000
ITN Paba-tele
drama
15 Seconds 80000 20days 1600000
Rupavahini News 8pm 30 Seconds 70000 6 days 420000
Radio
Advertisements
Hiru FM Paththara
Malli
10 seconds*2 6000*2 =
12000
20 days 240000
Sirasa FM Tarzan Bappa 10 second 5000 20 days 100000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 4 days 1200000
Daily Lankadeepa Full color Half page 150000 12 days 1800000
Sunday Divaina Full color Full page 330000 4 days 1320000
Daily Divaina Full color Half page 75000 12 days 900000
Sunday Silumina Full color Half page 250000 4 days 1000000
17
Billboard 20*30 175000 10 1750000
20*10 100000 10 1000000
Broachers 3 200000 600000
Vehicle branding CTB busses 100000 20 2000000
Bus Halt painting CTB halts 50000 20 1000000
Total Advertising
cost for month of
May
Table 10- PEO TV Advertising Cost for Month of May
Month-June
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 30 days 1980000
Sirasa Ran depaya 15 seconds 78,125 8days 625000
ITN Paba-tele
drama
15 Seconds 80000 12days 960000
Radio
Advertisements
Hiru FM Paththara
Malli
10 seconds*2 6000*2 =
12000
20 days 240000
Sirasa FM Tarzan Bappa 10 second 5000 20days 100000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
18
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 4 days 1200000
Daily Lankadeepa Full color Half page 150000 12 days 1800000
Sunday Divaina Full color Full page 330000 4 days 1320000
Daily Divaina Full color Half page 75000 12 days 900000
Sunday Silumina Full color Half page 250000 4 days 1000000
Broachers 3 200000 600000
Total Advertising
cost for month of
June
Table 11- PEO TV Advertising Cost for Month of June
Month-July
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000
ITN Paba-tele
drama
15 Seconds 80000 12days 960000
Radio
Advertisements
19
Hiru FM Paththara
Malli
10 seconds*2 6000*2 =
12000
20 days 240000
Sirasa FM Tarzan Bappa 10 second 5000 12 days 60000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 4 days 1200000
Daily Lankadeepa Full color Half page 150000 4 days 600000
Sunday Divaina Full color Half page 180000 4 days 720000
Daily Divaina Full color Half page 75000 4 days 300000
Sunday Silumina Full color Half page 250000 4 days 1000000
Broachers 3 200000 600000
Total Advertising
cost for month of
July
Table 12PEO TV Advertising Cost for Month of July
Month-August
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000
20
ITN Paba-tele
drama
15 Seconds 80000 8 days 640000
Radio
Advertisements
Hiru FM Paththara
Malli
500000 Sponsored-
Ads will
telecast
500000
Sirasa FM Tarzan Bappa 10 second 5000 8 days 40000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 2 days 600000
Sunday Divaina Full color Half page 180000 4 days 720000
Sunday Silumina Full color Half page 250000 2 days 500000
Broachers 3 100000 300000
Total Advertising
cost for month of
August
Table 13- PEO TV Advertising Cost for Month of august
Month-
September
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
21
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 30 days 1980000
Sirasa Ran depaya 15 seconds 78125 8 days 625000
ITN Paba-tele
drama
15 Seconds 80000 8 days 640000
Radio
Advertisements
Hiru FM Paththara
Malli
500000 Sponsored-
Ads will
telecast
500000
Sirasa FM Tarzan Bappa 10 second 5000 12 days 60000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 4 days 1200000
Daily lankadeepa Full color Half page 150000 8days 1200000
Sunday Divaina Full color Half page 180000 4 days 720000
Daily divaina Full color Half page 75000 4 days 300000
Sunday Silumina Full color Half Page 250000 4 days 1000000
Total Advertising
cost for month of
September
8491000
Table 14- PEO TV Advertising Cost for Month of September
22
Month-October
Description Programme Duration or
size
Cost No of days or
quantity
Sub total
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000
Rupavahini News 8pm 15 seconds 45500 12days 546000
ITN Paba-tele
drama
15 Seconds 80000 8 days 640000
Radio
Advertisements
Hiru FM Paththara
Malli
500000 Sponsored-
Ads will
telecast
500000
Sirasa FM Tarzan Bappa 10 second 5000 8 days 40000
Lakhada Ranaviru
Raththriya
200000 Sponsored-
Ads will
telecast
200000
Paper
Advertisement
Sunday
Lankadeepa
Full color Half page 300000 4 days 1200000
Daily lankadeepa Full color Half page 150000 8days 1200000
Sunday Divaina Full color Half page 180000 4 days 720000
Daily divaina Full color Half page 75000 4 days 300000
Sunday Silumina Full color Half Page 250000 4 days 1000000
Total Advertising
cost for month of
October
8326000
23
5.2 Detailed budget for sales promotion activities
5.3 Detailed budget for Public Relation activities
24
5.4 Detailed budget for Direct Marketing activities
5.5 detailed budget for Personal Selling activities
25
5.6 Detailed budget for other promotion related activities
5.7 Detailed budget for controlling & measurements
5.8 Detailed budget for contingency planning
26
6. Implementation
27
6.1 Reviewing & controlling the Marketing Communication Plan
Indicators /
parameter /
control
techniques
Description Evaluatio
n period
Benchmark Research
method
Qualitative
control
technique
SALES
EFFECTIVENE
SS
Ratio Analysis
Market
share
analysis
Evaluation of
the targeted
market share
and the actual
market share
Every 2
months
Last year,
budgeted
figures and
key
competitors
Surveys Periodic
meetings,
formal
promotiona
l research,
Sales
analysis
Evaluating
actual sales
achieved with
expected sales
target.
Weekly
and
monthly
Last year,
budgeted
figures and
key
competitors
Surveys Periodic
meetings,
Brand
switching
analysis
Measuring the
incoming and
outgoing
switchers
Every 3
months
Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Periodic
meetings,
brainstormi
ng sessions.
PROMOTIONA
L EFFICIENCY
Budget variance
analysis
Promotional
efficiency
Effectiveness of
the total
promotional
expenditure that
has been
utilized &
Every 3
months
Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Third part
ratings,
formal
promotiona
l research
28
Budget
variances of the
promotional
expenditure
Advertising
efficiency
Efficiency of
the total
advertising
expenditure
which has been
utilized &
Budget
variances of
total advertising
expenditure
Every 3
months
Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Third part
ratings,
formal
promotiona
l research
Cost per
thousand
(CPT)
Advertising
Cost per
thousand of
viewers,
listeners or
readers.
Monthly Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Third part
ratings,
formal
promotiona
l research
Sales
promotion
efficiency
How powerfully
the total sales
promotion
expenditure has
been utilized &
Monthly Last year,
budgeted
figures and
key
Surveys,
interviews,
focus group
discussions
Third part
ratings,
formal
promotiona
29
% variances of
each sales
promotional
element.
competitors l research
COMMUNICA
TION
EFFICIENCY
Ratio analysis
Reach and
frequency
Measures the
level of target
audience
exposure,
readership,
listener ship and
viewership.
Monthly Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Periodic
meetings,
informal
customer
feed back
analysis
Persuasion
change
Evaluation of
actual number
of telephone,
email, internet
or personal
enquiries made
against
estimated
numbers.
Monthly Last year,
budgeted
figures and
key
competitors
Surveys,
interviews,
focus group
discussions
Periodic
meetings,
informal
customer
feed back
analysis
30
7. Appendix A- Questionnaire
I Pasan Perera a student of the Asia Pacific Institute of Information Technology currently reading for
the Bachelor of Business Administration degree, conducting a survey on the awareness level of PEO
TV in Sri Lanka in order to complete my assignment on “Integrated marketing Communication.”
Bellow questioner is to gain details only to fulfill my requirement and the details given by you will
only use for the study purpose.
1. You are serving in,
SL Army SL Air Force
SL Navy SL Police \
2. Are you commissioned officer or other rank?
………………………………………………….
3. Are you,
Single or Married
4. Your income level
a. <10,000 d. 25,000-45,000
b. 10,000-25,000 e. 45,000-60,000
c. Above 60,000
5. As s Miltary Personal do you have a time to spend time on watching TV?
Yes No Moderate 6. Do you use any services or products provided by SLT?
31
SLT internet service Broad band (ADSL & Dial up)
SLT Mobitel SLT fixed Line telephone connection
7. Do you currently own a cable TV connection in your house? Yes No
7.1 If YES who is your current cable TV provider?
Dialog TV
PEO TV LBN Other
7.2 If NO, do you have any intension of obtaining any of the above pay TV services?
Yes No
If YES what is the brand that you will select?
………………………………………………
8. Do you feel the above mentioned connection caters to your desired needs? Yes No
8.1 If NO please mention what is your desired level,
…………………………………………………………………………………………
9. Are you aware of PEO TV?
Yes No
32
10. If you know about PEO TV do you know about Ranaviru Pranama Package?
Yes No
11. Are you aware of PEO TV’s IP Technology (Internet protocol) viewing experience?
Yes No
12. Are you aware about POE TV’s following features?
Features
YES NO
Time shifted TV
Trick Play (Facilities like pause, fast forward &
playback)
Video on demand
Digital quality pictures via Internet protocol technology
T Learning
Interactive Services
13. Please specify the awareness level of Sri Lanka Telecom PEO TV Brand according to your
opinion?
33
Very Low
Low
Moderate
High
Very High
14. Please rank the your Favorability on below Pay TV service providers
Preference Dialog TV PEO TV LBN
Very High
High
Moderate
Low
Very Low
15. Are you interested in Ranaviru Pranama Package?
Yes No
16. Do you have desire in obtaining which brand? Dialog PEO TV LBN
17. Would you be interested in obtaining PEO TV Ranaviru Pranama Package?
Yes, Definitely NO
18. If you have an SLT ADSL line and if PEO TV offered you a free connection would you
take it?
34
Yes No
19. When you are choosing a Pay TV connection what are the most preferred attributes you
look into?
Price
Packages offered
Variety of the channels
Quality
Picture and sound quality
Innovative technology and convenience
20. How did you get to know about the PEO TV?
Bill Boards
Word of mouth
Television
Promotions carried out by Dealers
Radio Advertisements
From your welfare directorate
From your particular serving camp or unit
21. As a Military Personal Rank the effectiveness of the means of media communicat ion for
yourself.
35
Medium Rank (put 1 in front of highest proffered)
TV
Radio
Press
Billboards
Handbills
Notice board- notices
Direct Marketing
E-marketing
22. According to your knowledge rank the effectiveness of the means of media communication
for your family
Medium Rank (put 1 in front of highest proffered)
TV
Radio
Press
Billboards
Handbills
Direct Marketing
E-marketing
23. What is the most favorite TV channel and write the favorite programme in front of the channel name.
36
TV channel Favorite programme Rank favorite channel (put 1
in front of highest preferred)
Rupvahini
ITN
Sirasa
Swarnavahini
TNL
24. What is the most favorite Radio channel and write the favorite programme in front of the channel name.
Radio channel Favorite programme Rank favorite channel (put 1
in front of highest preferred)
Sirasa FM
Hiru FM
Y FM
SHA FM
SLBC
25. What are the most favorite news papers?
1 …………… 2……………… 3……………. 4………….. 5………….
26. What is your most preferred colors (put 1 in front of highest preferred)
Color Rank
Red
Yellow
Orange
Blue
Camouflage
37
27. You’re more preferred language? Sinhala English Tamil & Other
38
7.1 Appendix B- Market survey results
Sample size = 60 Military personnel
1. Actual Sri Lanka Military Strength As a Number & percentage
SL ARMY 200000 52.63 SL NAVY 60000 15.79 SL AIR FORCE 40000 10.53 SL POLICE 80000 21.1 OVER ROLE 380000
2. Currently serving in, (in my sample only)
SL ARMY 15 25 % SL NAVY 15 25 % SL AIR FORCE 15 25 % SL POLICE 15 25 % OVER ROLE 60 100%
3. Officer or other rank as number & percentage (of my sample)
Officer- 15 % = 9 personnel
Other rank- 75 % = 51 personnel
4. Are you,
Single = 34 Married = 26 personnel
5. Your income level (in my sample only)
d. <10,000 d. 25,000-45,000 = 9 personnel
e. 10,000-25,000 = 51 personnel e. 45,000-60,000
f. Above 60,000
39
6. As s Miltary Personal do you have a time to spend time on watching TV?
Yes = 5 personnel No= 5 personnel Moderate = 50 personnel
7. Do you use any services or products provided by SLT?
SLT internet service - non Broad band (ADSL & Dial up) - 34 personnel
SLT Mobitel - 52 personnel SLT fixed Line telephone connection - 42 personnel
8. Do you currently own a cable TV connection in your house? Yes - 20 personnel No- 40 personnel
If YES who is your current cable TV provider?
Dialog TV – 14 personnel
PEO TV – 5 personnel LBN- 1 personnel
If NO, do you have any intension of obtaining any of the above pay TV services?
Yes- 30 personnel No- 10 personnel
If you like what is the brand that you will select?
Dialog TV – 18 personnel
PEO TV – 10 personnel LBN- 2 personnel
9. Are you aware of PEO TV?
Yes- 27 No- 33
40
10. If you know about PEO TV do you know about Ranaviru Pranama Package?
Yes- 11 personnel No- 51 personnel
11. Are you aware of PEO TV’s IP Technology (Internet protocol) viewing experience?
Yes- 20 personnel No- 40 personnel
12. Are you aware about POE TV’s following features?
Features
YES NO
Time shifted TV
Trick Play (Facilities like pause, fast forward &
playback)
Video on demand
Digital quality pictures via Internet protocol technology
T Learning
Interactive Services
20 personnel
15 personnel
15 personnel
12 personnel
10 personnel
10 personnel
40 personnel
45 personnel
45 personnel
48 personnel
50 personnel
50 ersonnel
13. Please state your interest on below Pay TV service providers - General Favorability Level
Company Military personnel who are interested Percentage
Dialog TV 33 55%
PEO TV 15 25%
LBN` 12 20%
41
14. Are you interested in Ranaviru Pranama Package?
Yes- 7 Personnel NO- 53 personnel
15. Do you have desire in obtaining which brand?- General Desired level- among competitive companies
Company Military personnel who are desire to buy Percentage
Dialog TV 30 50%
PEO TV 12 20%
LBN` 10 17%
No desire to purchase any 08 13%
16. Do you have a desire to purchase Ranaviru Pranama package?
Yes- 3 Personnel No- 57 Personnel
17. If you have an SLT ADSL line and if PEO TV offered you a free connection would you
take it?
Yes - 45 Personnel No- 15 Personnel
18. When you are choosing a Pay TV connection what are the most preferred attributes you
look into?
Price – 60 Personnel
Channels offered- 60 Personnel
Variety of the channels- 55 Personnel
Quality- 45 Personnel
Picture and sound quality- 35 Personnel
Innovative technology and convenience – 22 Personnel
42
19. How did you get to know about the PEO TV? Bill Boards -
Word of mouth - 20 Personnel
Television - 5 Personnel
Promotions carried out by Dealers - none
Radio Advertisements - 22 Personnel
From your welfare directorate - 15 personnel
From your particular serving camp or unit – 21 Personnel
20. As a Military Personal Rank the effectiveness of the means of media communication for
yourself. Medium No of likeness
TV
Radio
Press
Billboards
Handbills
Direct Marketing
E-marketing
6 personnel
18 personnel
12 personnel
4 personnel
11 personnel
7 personnel
2 personnel
43
21. According to your knowledge rank the effectiveness of the means of media communication for your family
Medium No of Likeness
TV
Radio
Press
Billboards
Handbills
Direct Marketing
E-marketing
16
6
9
7
9
8
5
22. What is the most favorite TV channel and write the favorite programme in front of the channel name.
TV channel Favorite Programme
Rupavahini Rupavahini NEWS -8pm
ITN PABA- Family base programme
Swarnawahini LIVE @ 8- News
Sirasa Ran Depaya- Sinhala doubt Hindi programme
TNL RIDMA RAYAK- Entertainment Programme
23. What is the most favorite Radio channel and write the favorite programme in front of the channel name.
Radio Channel Favorite Programme
SIRASA FM Tarzan Baappa- Comedy Programme
HIRU FM Paththara Malli- Morning news paper evaluation
Lakh Hada Ranaviru Rathriya- entertainment programme for Military Personnel
44
Y FM Love Dreams- entertainment programme
24. What are the most favorite news papers?
Sunday Lankadeepa
Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina
15
12
11
10
10
Observer - 2
25. What is your most preferred colors (put 1 in front of highest preferred)
Camouflage Red Blue Yellow Orange
75 5 15 3 2
26. You’re more preferred language? Sinhala - 80 % English- 15% Tamil & Other - 5 %
45
7.2 Appendix C- Cost per package & channels per package
Source – (peotv, 2010)
46
7.3 Evidence of Market Research
47
8. Referencing
Daily News, 2009. PEO TV launches Ranaviru Pranama. [Online] Available at:
http://www.dailynews.lk/2009/08/24/bus07.asp [Accessed 24th March 2010].
Fernando, K. Military Information. [Interview] (Army headquarters, Colombo with P Perera 24th
February 2010.
Music.lk, 2009. Ranaviru Pranama’ from Sri Lanka Telecom PEO TV. [Online] Available at:
http://www.music.lk/club/showthread.php?t=14515 [Accessed 18th Febuary 2010].
PEO TV, 2008. Packages. [Online] Available at: http://www.peotv.com/images/advert.jpg [Accessed
20th March 2010].
PEO TV, 2008. The Best Way to Watch TV. [Online] Available at: http://www.peotv.com/index.php
[Accessed 21st March 2010].
SLT VisionCom, 2010. About Us- Our Vision, Mission and Values. [Online] Available at:
http://www.sltvisioncom.lk/about%20us.htm [Accessed 23rd March 2010].
SLT VisionCom, 2010. About Us- Relationship with SLT. [Online] Available at:
http://www.sltvisioncom.lk/relationship.htm [Accessed 15th March 2010].
SLT, 2010. About SLT. [Online] Available at: http://www.slt.lk/data/aboutslt/aboutslt.htm [Accessed
22nd Febuary 2010].
SLT, 2010. Our Profle. [Online] Available at: http://www.slt.lk/data/aboutslt/profile.htm. [Accessed
22nd Febuary 2010].
SLT, 2010. Subsidiaries. [Online] Available at: http://www.slt.lk/data/subsidiaries/subsidiaries.htm
[Accessed 4th March 2010].
SLT, 2010. Welcome to the Teleshop Online. [Online] Available at:
http://www.slt.lk/teleshop/inpages/services.asp?CategoryID=SEVS [Accessed 20th Febuary 2010].
48
Wenupriya Channel, 2008. Rana bima merune. [Online] Available at:
http://www.youtube.com/watch?v=Eh-DP0cu1JM&feature=related [Accessed 18th March 2010].
Wordpress.com, 2009. Independance Spirit. [Online] Available at:
http://sinhale.files.wordpress.com/2009/02/61st-independence.jpg [Accessed 24th March 2010].
Wijesinghe, T. PEO TV. [Interview] PEOTV Bambalapitiya with P Perera, 16h Febuary 2010.
Writeonit.org, 2010. Photomontage. [Online] Available at: http://www.writeonit.org/photomontage
[Accessed 23rd March 2010].