Planning  and  strategy  campaign  Broadlink

Contents

ü Questionnaire  Based  Research

ü Objective  &  Methodology

ü Research  Analysis

ü Findings  &  Task  a  head

ü Communication  line

ü Media  Planning

ü Artwork

Questionnaire  Based  Research

Research  Objective

ü To  find  the  user’s  of  internet  based  on  age  group

ü To  know  brand   loyalty  of  consumer  for  ISP  provider’s

ü To  know  the  degree  of  priority  among  price,  speed  &  volume.

ü To    find  out   the  post  purchase  behavior  regarding  offer  and  it’s  payment.

ü To  know  the  reading  habit  &  preference  (newspaper’s)

Methodology

ü Questionnaire  based  research  of  100  samples

ü The  sampling  was  conducted  with  various  age  groups    starting  from  15-­‐45  both    male  and  female.

ü It  was  done  to  obtain  primary  data  and  the  research  was  based  on  quantitative  method  from  where  we  collected  the  primary  data  for  our  object.

Research  Analysis

33%

63%

4%

15-­‐25

26-­‐35

36-­‐45

What  Is  your  age  group?What  Is  your  age  group?

67%

33%

0%

Male

Female

others

What  is  your  Gender?What  is  your  Gender?

95%

5%

Yes

No

Do  you  have  internet  Installed  at  you  home?Do  you  have  internet  Installed  at  you  home?

19%

15%

3%47%

5%

12%

Worldlink

Subisu

Broadlink

ADSL

Classic  Tech

Others

If  yes  which   internet  service  provider  you  are  using?If  yes  which   internet  service  provider  you  are  using?

52%

48% Yes

No

Are  you  satisfied  with  current  service  provider?Are  you  satisfied  with  current  service  provider?

12%

36%

52%

0%

10%

20%

30%

40%

50%

60%

Low Medium High

How  much  priority  do  you  give  for  speed  while  using  internet?How  much  priority  do  you  give  for  speed  while  using  internet?

0%

10%

20%

30%

40%

50%

60%

Low Medium High

How  much  priority  do  you  give  for  DATA  VOLUME  while  using   internet  package?How  much  priority  do  you  give  for  DATA  VOLUME  while  using   internet  package?

19%

55%

27%

0%

10%

20%

30%

40%

50%

60%

Low Medium High

How  much  priority  do  you  give  cost  for  using  internet?How  much  priority  do  you  give  cost  for  using  internet?

84%

16%

Yes

No

Will  you  switch  your  internet  connection   if  you  get  an  offer  with  high  speed  (3Mbps)  at  lower  price?Will  you  switch  your  internet  connection   if  you  get  an  offer  with  high  speed  (3Mbps)  at  lower  price?

59%21%

7%

13%

Montly

Quartely

Semiannually

Annually

How  would  you  like  to  pay  for  this  internet  offer?How  would  you  like  to  pay  for  this  internet  offer?

21%

13%

11%

3%

24%

28%

facebook

youtube

News

Gaming

Research  work

Others

What  do  you  use  internet  for?What  do  you  use  internet  for?

63%8%

29%

0%

Daily

Once  Week

Occasionlly

Never

How  often  do  you  read  newspaper?How  often  do  you  read  newspaper?

35%

8%37%

13%

5%

1%

Kantipur

Nagarik

Himalayan  times

Kathmandu  post

Republica

others

Which  news  paper  do  you  prefer?Which  news  paper  do  you  prefer?

Key  focus  (Objectives)  Key  focus  (Objectives)  

ü Target group

ü Brand switch

ü priority

ü Post purchase behavior

ü Reading Habit & preferences

FindingsFindings

26-­‐35  age  group  are  more  interested  to  use  internet.

In  terms  of  brand  loyalty  more  consumer  are  interested  on  ADSL  but  they  are  willing  to  switch  if  they  get  with  an  attractive  offer.

In  terms  of  priority    cost  (medium),  speed  (High)  &  Volume  (Medium)

Respondents  are  attracted  towards  offer  and  prefer  to  pay  the  monthly  installment

Reading  habit  – daily    &  more  preference  is  on  Kantipur &  THT

Task  a  HeadTask  a  Head

ü Communication Strategy

ü Communication Line

ü Media planning

ü Artwork

Communication  StrategyCommunication  Strategy

ü Direct Marketing: coupondistribution 5% off tostudents/Booth placement/outletbranding

ü Internet marketing: Social mediaPromotion/Banner ad

ü ATL & BTL Branding

Communication  LineCommunication  Line

Highlighting the features

– Want to save?– Want to surf internet at lowest price?– Do you need more speed?– Do you need 40gb every month– Then surf Broad link Broad Bag

Package

BrainStromBrainStrom

Communication line

– Broad linkMalamal Internet Falafyal– Broard link ko tadka, super speed ko

lagla hai jhadga– Broad ko broad offer– Broad link ko taranga, pura Nepali

dangaa.

Art  work

Option  1Option  1

Option  2Option  2

Option  3Option  3

Teaser  placementTeaser  placement

Teaser  placementTeaser  placement

RevealReveal

HoardingHoarding

Mall  BrandingMall  Branding

Thank  you