ASIA PACIFIC INSTITUTE OF INFORM ATION 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

i
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.

ii
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

iii
 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

iv
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

v
Figure 30- Current Position of PEO TV ................................................................. xxxvii
Figure 31- expected positioning map .......................................................................................... xxxvii

vi
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

vii
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.

viii
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)

ix
SLT Subsidiaries

Mobitel (Pvt)
Ltd

SLT Manpower
SLT Visioncom
Solutions (Pvt)
(Pvt) Ltd
Ltd

Sri Lanka SLT Publications

Telecom (Pvt) Ltd (SLT
(Services) Ltd Rainbow pages)

SLT Hong Kong

Sky Network
Limited (Point
(Pvt.) Ltd
of Presence)

Figure 1- Subsidiaries of SLT

Source: (slt, 2009)

x
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)

• To be the leader in e-entertainment and e-Education Information Society in Sri

Lanka.
Our Vision

• 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
Our Mission
that delivers superior, sustained shareholder value.

• An obsession with serving our customer.

• A commitment to business excellence.
• Speed
• Innovation
Our Values • 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

Figure 2- Visioncom elements

(Sltvisioncom, 2008)

xi
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)

xii
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)

Customer Base as a number

200000

150000 DIALOG TV
150000
100000
PEO TV
50000
LBN
25000 20000
0
DIALOG TV PEO TV LBN

Figure 3- Customer Base of Pay TV

Source: (Wijesinghe, 2010)

Market share as a percentage

15% Dialog TV
10%
LBN

75% PEO TV

Figure 4- Market Share of Pay TV

Source: (Wijesinghe, 2010)

xiii
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.

PEO TV Packages and their growths

15% SILVER PACKAGE
5% GOLD PACKAGE

10% 50% PLATINUM PACKAGE

RANAVIRU PRANAMA
PACKAGE
20% BASE PACKAGE

Figure 5- PEO TV packages and their growths

Source: (Wijesinghe, 2010)

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)

xiv
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 The Best Way To Watch
TV Provider TV
Customer Base 150000 20000 25000
Market Share 75% 10% 15%
Technology used Satellite Coaxial cable (very limited internet protocol TV
foot print)
Average coverage Island wide Colombo, Kandy, Colombo, Kandy, Nuwara
Gamapaha, Galle, Matara, eliy, Dambulla,
Ratnapura Districts Hambantota, Matara, Galle,
Kalutara,
Gampaha,rathnapura
Initial Connection charges 14,900 + Govt. Taxes 2,000(Analog) + Govt. 9,950 + Govt. Taxes
for Normal Packages Taxes
6000(Digital) + Govt.
Taxes
Discounted schemes for 12 month Installment Advancement payment 12 Free Offer for SLT
Normal Sector scheme for all credit months-10% Broadband Customers
card holders. (ADSL)
Packages 1.Lite 500 1.Basic 1. Ranaviru Pranama
2. Super 700 2.Digital 2. PEO Silver
3. Great 1375 3.Digital 3. PEO Gold
4. Value Plus 1949 4. Premium 4. PEO Platinum

xv
Special features for Military Dialog has reduce their LBN has no special feature PEO TV has reduce their
Personnel initial investment cost initial cost for 2999/= and
for 11250/= for Military they have crate a special
Personnel. package and monthly rental
is 550/= for Military
Personnel
Cost and channels please refer below please refer below graphs please refer below graphs
comparison graphs

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.

Dialog TV channel & cost comparison

2500

2000
PRICE CHANNELS

1500

channel 1-Lite 500

1000
channel 2-Super 700
channel 3- Great 1375
500 channel 4- Value Plus1949
27 37 50 71
0
1 2 3 4

Figure 6- Dialog TV Channels and Cost Comparison

xvi
 LBN channel & cost comparison
1800
1600
1400
PRICE CHANNELS
1200
1000
800 channel 1- Basic
channel 2-Digital
600
channel 3- Digital
400 channel 4-Premium
200 36 60 79
0
1 2 3

Figure 7- LBN TV Channels and Cost Comparison

PEO TV channel & cost comparison

2000
1800
1600 PRICE CHANNELS
1400
1200
1000 channel 1-Ranaviru
Pranama
800
channel 2- PEO Silver
600 channel 3- PEO Gold
400 channel 4- PEO
Platinum
200 23 30 41 50
0
1 2 3 4

Figure 8- PEO TV Channels and Cost Comparison

Sources - (Wijesinghe, 2010)

xvii
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 They have introduced a package
as for the normal customers, only which is 550/= monthly rental
the initial and customers can subscribes
Connection charge is bit lower than
the other’s charges. Channels are
according the package. 23 channels and all the other
features.
Additional special notes Dialog has given some connections PEO TV has distributed some
free of charge to Military camps and connections free of charge. SLT
they have done lot of sponsoring of has sponsored Military events a
Military events like Army Search lot.
Light Tattoo, diary programs, Air
Force carnival, Navy Mela and etc.

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.

xviii
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

Sri Lanka Military Strength As a Number

250000

200000

150000
SL ARMY
SL NAVY
SL AIR FORCE
100000
SL POLICE

50000

0
SL ARMY SL NAVY SL AIR FORCE SL POLICE

Figure 9- Sri Lankan Military Populations

Source :( Fernando, 2010)

xix
1.1.2.2 Island wide Military Population & the Military population live in PEO TV
Areas

Islandwide Military population & the Military Population which live, in Area
where PEO TV can be delivered
500000

400000
380000
300000
OVER ROLE
200000 185000
100000 IN PEO TV AREA
0
0 0.5 1 1.5 2 2.5

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)

SLT Fixed line using Military Personals and the Military Population in area where
PEO TV can be delivered
200000
180000
160000 185000
140000
120000
MILITARY POPULATION IN
100000 PEO TV AREA
80000 100000
60000
40000 SLT FIXED LINE USING M/P IN
20000 PEO TV AREA
0
MILITARY POPULATION IN PEO TV SLT FIXED LINE USING M/P IN PEO TV
AREA AREA

Figure 11- Sri Lankan Military Population in PEO TV service areas Source :( Fernando, 2010)

xx
1.1.2.4 M ilitary 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)

xxi
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.

Military Population According to the

Areas where PEO TV can be delivered
20000

18000
16000
Population in Numbers

14000

12000
10000

8000
6000

4000

2000

0
COLOMB RATHNAP KALUTAR NUWARA DAMBUL HAMBAN GAMPAH
KANDY GALLE MATARA
O URA A -ELIYA LA TOTA A
Series1 11000 12000 16000 18000 10000 4000 4000 6000 12000 7000

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.

xxii
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)

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%

Awareness level of Sri Lanka Telecom PEO TV Brand among Military

personnel %

Aawre about PEO TV

45%
55% Not Aware about PEO
TV

Figure 14- Level of Awareness of PEO TV Brand

xxiii
 Awareness level on Ranaviru Pranama package

18%

Aware on RP Package
55% 27%
Not Aware on RP Package but
knows PEO TV brand

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%

General Favorability Analysis of Pay TV service Providers in Sri Lanka

%
60
PRESANTAGE %

50
DIALOG TV
40
PEO TV
30
20 LBN
10
0
DIALOG TV PEO TV LBN

Figure 16- Overall Favorability Analysis of Pay TV services in Sri Lanka

xxiv
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)

Favorability level of the Ranaviru Pranama package

88%
12%

Interested in R P Not Intersted

Package

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%

xxv
 General Desired level- among competitive
companies
NON

LBN

PEO TV

DIALOG…

0% 10% 20% 30% 40% 50% 60%

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)

Desired level in terms of purchasing the Ranaviru pranama

Package

95%

5%

Desire to RP package No Desire RP Package

Figure 19- Desire level in terms of purchasing Ranaviru Pranama Package

xxvi
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 m edia

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)

Preferred media Among Military Personnel (%)

E-marketing

Direct Marketing
Handbills
Billboards

Press
Radio

TV

0 5 10 15 20 25 30 35

Figure 20-Preferred Media among Military Personals

xxvii
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)

Preferred media Among Military Personnel's families

E-marketing

Direct Marketing

Handbills

Billboards

Press

Radio

TV

0 5 10 15 20 25 30

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)

xxviii
TV channels

Preferred Television among Military Personnel %

35
30
precentage %

25
20
15
10
5
0
Rupavahini ITN Sirasa Swarnavahini TNL
Series1 25 15 25 30 10

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)

Preferred Radio among Military Personnel %

35
30
25
Precentage

20
15
10
5
0
Y FM HIRU FM SLBC Lakhada SIRASA FM
Series1 12 32 6 30 20

Figure 23- Preferred Radio among Military Personnel

xxix
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 Ne ws Papers

(Refer Survey results in Appendix B)

Sunday Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina

Lankadeepa

15 Personnel 12 Personnel 11 Personnel 10 Personnel 10 Personnel

Preferred News Papers

16

14

12

10

0
Sunday Daily Sunday Divaina Daily Divaina Sunday Silumina Observer
Lankadeepa Lankadeepa

Figure 24- Preferred Newspaper among Military Personnel

xxx
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)

Preferred Language among Military Personnel %

5%
Sinhala
15%
English

Tamil & other

Sinhala - 80 %
English- 15%
80% Tamil & Other - 5 %

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)

Preferred Colours among Military Personnel %

80
70
60
Precentage %

50
40
30
20
10
0
Camouflage
Red Blue Yellow Orange
colour
Series1 75 5 15 3 2

Figure 26- Preferred Color among Military Personnel

xxxi
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)

xxxii
· 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.

Table 3- Objectives of PEO TV

xxxiii
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.

Company cost Value added services coverage brand name

Dialog 4 5 4 5
PEO TV 3 4 3 4
LBN 2 3 2 3

0.9

0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1 Coverage
0
0 0.2 0.4 0.6 0.8 1 1.2

Figure 27- Conceptual Map for PEO TV competitors

xxxiv
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.

1
Cost
0.9

0.8

0.7

0.6

0.5

Channels Value Added

0.4

0.3

0.2

0.1
Coverage
0
0 0.2 0.4 0.6 0.8 1 1.2

Figure 28- Conceptual Map for PEO TV Packages

xxxv
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.

Initial Cost

Ranaviru
Package

Package

Ranaviru Pranama
Package

Value Added Activities

Figure 29- Comparisons of PEO TV Ranaviru Pranama Package & competitors

(Wijesinghe, 2010)

xxxvi
3.1.3 Current Target Audience Positioning Diagram- RP Package

Current Positioning Diagram

Non-aware
for R.P.
Target Package
82% 82% Not
Market
Preferred
Awareness 95%
100% Level for
Not Try-
R.P.Package 12%
18% 5%
Preferred
Try

Figure 30- Current Position of PEO TV Source: (Refer Survey results in Appendix B)

3.1.4 Expected Positioning Diagram- RP Package

Non-aware for
Expected Positioning Diagram
Target
R.P. Package
68% Not
Market 42%
Preferred
Awareness
100% 85%
Level for R.P.
Package 58% 32% Preferred Not Try
15%
Try

Figure 31- expected positioning map

xxxvii
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

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

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

xxxviii
Appeal & the Theme and the message which must delivered

Appeals according to the Theme Message which must delivered

· The guts, the glory of our troops will forever shine light upon our nation, our
Emotional Appeals fellow Military brothers and sisters fought with courage they fought with
passion, fought with dignity, they fought with valor.
1. How PEO TV tribute to armed forces, to · They protect us to save us all, from the evil scourge of terrorism, those lost in
convey that, they are never be forgotten, the fields of battle will never be forgotten, forever immortalized they will
forever immortalized they will remain in our remain in our hearts.
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 · Brave valiant Soldier Brothers (Lak mawege sinha puthun) - We are eternally
heads in honor grateful to you. You pay a heavy price for our tomorrow. We salute dear
Brothers respect and love for you. ලක් මවෙග සිංහ පු න්
· 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

39
 · “Package signifies the respect the SLT has for the armed forces that helped to
free the country of the scourge of terrorism”. (dailynews, 2009)

Rational Appeals · The Ranaviru Pranama Package is consists of 23 local & international channels
along with all the new features which.

3. About PEO TV’s R.P. package · 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 · All the value added services which PEO TV delivered.
buy PEO TV other than competitor packages · Data about PEO TV competitor analysis.

Table 5- Appeal, Theme and the Message that is delivered

40
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 Should start with emotional way, must convey the gratitude to armed
Presentation
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

41
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 Personal Communication Channels

Advertising Direct Marketing

1. TV 1. Mails
2. Radio 2. E-mails
3. Print Media- Newspapers 3. Face to face explanation- Visit every
4. Billboard military camps in selected areas and
5. Brochures establishing a stall for 2days
6. Vehicle Brandings
Personal Selling
7. Internet
8. Magazines 1. Trade Fares
2. Get together

42
NON Personal communication Channels NON Personal communication
Channels
Sales promotions
Other
1. Free connections to Military camps
2. Training sessions 1. Establishing PEO TV dealer
3. Raffle draw shops in every area
headquarters in selected
Public Relation Promotions
areas for every amour force
1. Sponsoring Events 2. Training sessions for
outsource recruits who visit
Sponsoring the Dha Viru Gee Sara, mega musical programme
army camp behalf or PEO
Sponsoring the Military disable sports meet TV

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.
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 Radio Newspaper Other

Swarnawahini- Hiru FM- Sunday Lankadeepa Billboards

Live@8 Paththara Malli Daily Lankadeepa Brochure

Sirasa TV- Sirasa FM- Sunday Divaina Vehicle Branding

Internet
Ran Depaya Tarzan Bappa Daily Divaina
Bus Halt Painting
ITN- Lakhada- Sunday Silumina

Paba Ranaviru Raththriya

Rupavahini-

News 8Ppm
5
TV & Radio Advertisements

TV Channel Programme
Swarnavahini Live@8
Sirasa Ran depaya

Rupavahini News 8pm

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

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)

(writeonit, 2010)

6
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.

7
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

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

Sri Lanka Army

Web Site

Promoting PEO TV,

in Sri Lanka Army

web, by giving a

related link and a

picture

8
Sri Lanka Air Force
Web Site

Promoting PEO TV,

in Sri Lanka Air

Force web, by giving

a related link and a

picture

Sri Lanka Police Web

Promoting PEO TV,

in Sri Lanka Police

web, by giving a

related link and a

picture

Sri Lanka Navy

Web Site
Promoting PEO TV, in

Sri Lanka Navy web, by

giving a related link and

a picture

9
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

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.

(writeonit, 2010)

10
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.

Banners,
Billboards and
various kind of
promoting stuff
be displayed in
the stadium

(writeonit, 2010)

11
Sponsoring the Victory celebration parade on 18th May

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.

(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.

12
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

Mail

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.

E-mail

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.

13
5. Marketing Communication Budget

Table 8- overall budget

14
5.1 Detailed budget for advertising

Table 9- Detailed advertising budget

15
5.1.2 Detailed budget for advertising in terms of every Month

Month-May
Description Programme Duration or Cost No of days or Sub total
size quantity
TV
Advertisements
Production cost of 1500000
TV & Radio ads
Swarnavahini Live @ 8 30 seconds 110000 20 days 2200000
Sirasa Ran depaya 15 seconds 78,125 8days 625000
ITN Paba-tele 15 Seconds 80000 20days 1600000
drama
Rupavahini News 8pm 30 Seconds 70000 6 days 420000
Radio
Advertisements
Hiru FM Paththara 10 seconds*2 6000*2 = 20 days 240000
Malli 12000
Sirasa FM Tarzan Bappa 10 second 5000 20 days 100000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast
Paper
Advertisement
Sunday Full color Half page 300000 4 days 1200000
Lankadeepa
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

16
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 Cost No of days or Sub total
size quantity
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 30 days 1980000
Sirasa Ran depaya 15 seconds 78,125 8days 625000
ITN Paba-tele 15 Seconds 80000 12days 960000
drama

Radio
Advertisements
Hiru FM Paththara 10 seconds*2 6000*2 = 20 days 240000
Malli 12000
Sirasa FM Tarzan Bappa 10 second 5000 20days 100000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast

17
Paper
Advertisement

Sunday Full color Half page 300000 4 days 1200000

Lankadeepa
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 Cost No of days or Sub total
size quantity
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000

ITN Paba-tele 15 Seconds 80000 12days 960000

drama

Radio
Advertisements

18
Hiru FM Paththara 10 seconds*2 6000*2 = 20 days 240000
Malli 12000
Sirasa FM Tarzan Bappa 10 second 5000 12 days 60000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast
Paper
Advertisement

Sunday Full color Half page 300000 4 days 1200000

Lankadeepa
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 Cost No of days or Sub total
size quantity
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000

19
ITN Paba-tele 15 Seconds 80000 8 days 640000
drama

Radio
Advertisements
Hiru FM Paththara 500000 Sponsored- 500000
Malli Ads will
telecast
Sirasa FM Tarzan Bappa 10 second 5000 8 days 40000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast
Paper
Advertisement

Sunday Full color Half page 300000 2 days 600000

Lankadeepa
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 Cost No of days or Sub total
size quantity

20
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 30 days 1980000
Sirasa Ran depaya 15 seconds 78125 8 days 625000
ITN Paba-tele 15 Seconds 80000 8 days 640000
drama

Radio
Advertisements
Hiru FM Paththara 500000 Sponsored- 500000
Malli Ads will
telecast
Sirasa FM Tarzan Bappa 10 second 5000 12 days 60000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast
Paper
Advertisement

Sunday Full color Half page 300000 4 days 1200000

Lankadeepa
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 8491000

cost for month of
September
Table 14- PEO TV Advertising Cost for Month of September

21
Month-October
Description Programme Duration or Cost No of days or Sub total
size quantity
TV
Advertisements
Swarnavahini Live @ 8 15 seconds 66000 15 days 990000
Rupavahini News 8pm 15 seconds 45500 12days 546000
ITN Paba-tele 15 Seconds 80000 8 days 640000
drama
Radio
Advertisements
Hiru FM Paththara 500000 Sponsored- 500000
Malli Ads will
telecast
Sirasa FM Tarzan Bappa 10 second 5000 8 days 40000
Lakhada Ranaviru 200000 Sponsored- 200000
Raththriya Ads will
telecast
Paper
Advertisement

Sunday Full color Half page 300000 4 days 1200000

Lankadeepa
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 8326000
October

22
5.2 Detailed budget for sales promotion activities

5.3 Detailed budget for Public Relation activities

23
5.4 Detailed budget for Direct Marketing activities

5.5 detailed budget for Personal Selling activities

24
5.6 Detailed budget for other promotion related activities

5.7 Detailed budget for controlling & measurements

5.8 Detailed budget for contingency planning

25
6. Implementation

26
 6.1 Reviewing & controlling the Marketing Communication Plan

Indicators / Description Evaluatio Benchmark Research Qualitative

parameter / n period method control
control technique
techniques

SALES Market Evaluation of Every 2 Last year, Surveys Periodic

EFFECTIVENE share the targeted months budgeted meetings,
SS analysis market share figures and formal
and the actual key promotiona
Ratio Analysis
market share competitors l research,

Sales Evaluating Weekly Last year, Surveys Periodic

analysis actual sales and budgeted meetings,
achieved with monthly figures and
expected sales key
target. competitors

Brand Measuring the Every 3 Last year, Surveys, Periodic

switching incoming and months budgeted interviews, meetings,
analysis outgoing figures and focus group brainstormi
switchers key discussions ng sessions.
competitors

PROMOTIONA Promotional Effectiveness of Every 3 Last year, Surveys, Third part

L EFFICIENCY efficiency the total months budgeted interviews, ratings,
promotional figures and focus group formal
Budget variance
expenditure that key discussions promotiona
analysis
has been competitors l research
utilized &

27
 Budget
variances of the
promotional
expenditure

Advertising Efficiency of Every 3 Last year, Surveys, Third part

efficiency the total months budgeted interviews, ratings,
advertising figures and focus group formal
expenditure key discussions promotiona
which has been competitors l research
utilized &
Budget
variances of
total advertising
expenditure

Cost per Advertising Monthly Last year, Surveys, Third part

thousand Cost per budgeted interviews, ratings,
(CPT) thousand of figures and focus group formal
viewers, key discussions promotiona
listeners or competitors l research
readers.

Sales How powerfully Monthly Last year, Surveys, Third part

promotion the total sales budgeted interviews, ratings,
efficiency promotion figures and focus group formal
expenditure has key discussions promotiona
been utilized &

28
 % variances of competitors l research
each sales
promotional
element.

COMMUNICA Reach and Measures the Monthly Last year, Surveys, Periodic
TION frequency level of target budgeted interviews, meetings,
EFFICIENCY audience figures and focus group informal
exposure, key discussions customer
Ratio analysis
readership, competitors feed back
listener ship and analysis
viewership.

Persuasion Evaluation of Monthly Last year, Surveys, Periodic

change actual number budgeted interviews, meetings,
of telephone, figures and focus group
informal
email, internet key discussions
customer
or personal competitors
feed back
enquiries made
analysis
against
estimated
numbers.

29
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?

30
 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

31
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?

32
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?

33
 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.

34
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.

35
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

36
27. You’re more preferred language?

Sinhala English Tamil & Other

37
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

38
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

39
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 20 personnel 40 personnel

Trick Play (Facilities like pause, fast forward & 15 personnel 45 personnel

playback)

15 personnel 45 personnel
Video on demand

12 personnel 48 personnel
Digital quality pictures via Internet protocol technology

T Learning 50 personnel
10 personnel

Interactive Services 50 ersonnel

10 personnel

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%

40
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

41
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 6 personnel
Radio 18 personnel
Press 12 personnel
Billboards 4 personnel
Handbills 11 personnel
Direct Marketing 7 personnel
E-marketing 2 personnel

42
21. According to your knowledge rank the effectiveness of the means of media communication for
your family

Medium No of Likeness

TV 16
Radio 6
Press 9
Billboards 7
Handbills 9
Direct Marketing 8
E-marketing 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

43
 Y FM Love Dreams- entertainment programme

24. What are the most favorite news papers?

Sunday Daily Lankadeepa Sunday Divaina Dialy Divaina Sunday Silumina
Lankadeepa

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 %

44
7.2 Appendix C- Cost per package & channels per package

Source – (peotv, 2010)

45
7.3 Evidence of Market Research

46
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].

47
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].

48