Voice Revamp Proposal Final

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PRODUCT REVAMP
PREPAID PACKAGE - VOICEPREPAID PACKAGE - VOICE

ABOUT PRODUCTABOUT PRODUCT

Current Scenario - Prepaid Packages In IN
At present - 26 Pre-paid Packages26 Pre-paid Packages active in the IN
PACKAGE NAME SUBSCRIPTION
⇒PCO OLD 47,929
⇒PCO NEW 11,998
⇒PCO_OPTIONAL 51
⇒ABSOLUTE PROFESSIONAL 604
⇒PROFESSIONAL 2,466
⇒NEWAY BD 248
⇒PROTTOY REGULAR 9,943
⇒PROTTOY SPECIAL 707
⇒SME 2,552
⇒E-TOP-UP 47,515
⇒HELLO EVERYONE (TEST) ---
⇒WINBACK 1,410,632
⇒CASHBACK 2,089
PACKAGE NAME SUBSCRIPTION
⇒ANANDA 216,102
⇒CITYCELL ONE 79 34,146
⇒CITYCELL TEN 828
⇒ULLASH 6,885
⇒UTSHOB 6,014
⇒PBTL FAMILY MEMBERS 510
⇒CITYCELL ONE/NISHORTO 27,774
⇒CITYCELL ONE 85 5,708
⇒CITYCELL ONE 129,549
⇒ZOOM ULTRA 223,325
⇒ULTRA SMART 205,117
⇒CHURN ZOOM ULTRA 21,726
⇒CHURN ANANDA/NISHORTO 23,086

Current Scenario - Active Prepaid Subscribers
PACKAGE NAME ACTIVE SUBs
PCO OLD 13,832
PCO NEW 1,951
PCO_OPTIONAL 51
ABSOLUTE PROFESSIONAL 308
PROFESSIONAL 893
NEWAY BD 8
PROTTOY REGULAR 4,174
PROTTOY SPECIAL 160
SME 904
E-TOP-UP 3,563
HELLO EVERYONE (TEST) 0
WINBACK 22,697
CASHBACK 896
PACKAGE NAME ACTIVE SUBs
ANANDA 27,650
CITYCELL ONE 7,911,082
CITYCELL TEN 336
ULLASH 3,275
UTSHOB 2,782
PBTL FAMILY MEMBERS 3
CITYCELL ONE/NISHORTO 14,928
CITYCELL ONE 85 3,207
CITYCELL ONE 72,001
ZOOM ULTRA 1,714
ULTRA SMART 507
CHURN ZOOM ULTRA 138
CHURN ANANDA/NISHORTO 2,453

Feature:
Talk Time Bonus (On net
& Off net) & SMS Bonus (On net)
Eligible Packages For Campaigns
Feature:
Talk Time Bonus (Off net)
& SMS Bonus (On net)
User

Current Shortcoming
Focus:
Not able to bring few segments focused on the customer.
Tariff Variation:
Not able to change the existing;
Consumer Attachment:
• Less Customer Engagement
• Less Customer Satisfaction
• Less Customer Loyalty

Reason of the Revamp
 Reduction of Packages:
Consolidating packages to create more focused group
 Efficient bonus consumption with effective tariff
 Bringing more customers into main revenue stream
 Increase customer attachment
 Operation excellence for internal stakeholders

PROPOSED SCENARIOPROPOSED SCENARIO

Revamping Proposal
 Modality – “Simple Plan”
 Total number of packages (26) will be reduced or
consolidated to plain packages (09)
 Tariff of Ananda package will be 30 paisa on-net and
108 paisa off-net with 01 second pulse (flat rate)
Highlighting factor - “jekono Citycell number-e kotha
bolun shobche shasroi rate jekono shomoy”
 For rest of the packages, customers will be getting the best
rate among the similar group
 Newly designed packages have effective tariff plan
 The following packages are designed such way, it can meet
the demand of all ranges of customers.

Package Type – Current Vs. Proposed
CURRENT TYPE PROPOSED
PCO OLD PCO PCO NEW
PCO NEW PCO PCO NEW
PCO_OPTIONAL PCO PCO NEW
ABSOLUTE PROFESSIONAL SME SME
PROFESSIONAL SME SME
NEWAY BD SME SME
PROTTOY REGULAR SME SME
PROTTOY SPECIAL SME SME
SME SME SME
Listed old package & proposed package along with respective types

Package Type – Current Vs. Proposed (Cont.)
CURRENT TYPE PROPOSED
CASHBACK VOICE (CONSUMER) ANANDA
ANANDA VOICE (CONSUMER) ANANDA
CITYCELL ONE 79 VOICE (CONSUMER) ANANDA
CITYCELL TEN VOICE (CONSUMER) ANANDA
ULLASH VOICE (CONSUMER) ANANDA
UTSHOB VOICE (CONSUMER) ANANDA
ZOOM ULTRA VOICE (CONSUMER) ZOOM ULTRA
ULTRA SMART VOICE (CONSUMER) ZOOM ULTRA
CHURN ANANDA /NISSHORTO VOICE CHURN CHURN ANANDA /NISSHORTO
CHURN ZOOM ULTRA DATA CHURN CHURN ZOOM ULTRA

REVENUE MAXIMIZATION WAY FORWARDREVENUE MAXIMIZATION WAY FORWARD

Proposed Plans for SME & PCO
 SME Package Subscribers will get Usage Based Bonus offer
 Subscribers of SME packages will be excluded from regular usage bonus
 PCO Package Subscribers will get Recharge Based Bonus offer
 Subscribers of PCO packages will be excluded from regular recharge bonus
Usage Amount Bonus Validity Bonus Percentage
Tk. 500/- or more Tk. 300/- 10 days 60% (at best)
Tk. 300 – 499/- Tk. 100/- 5 days 20% (maximum)
Less than Tk. 149 N/A N/A N/A
Recharge Amount Bonus Validity Bonus Percentage
Tk. 500/- or more Tk. 200/- 10 days 40% (at best)
Less than Tk. 149 N/A N/A N/A

Immediate Impact
 Better customer orientation
 Smooth operational flow for internal stakeholders
• Bonus processing
• Reduction in processing for BTL campaigns
 Revenue maximization without CapEx involvement
 Improved bonus management
 Enhanced package management
 Scope to appeal new customers
 Grow the interest of the stake holders
 Simpler plan can generate more brand loyalty

Revenue Impact
Projected Call Volume
% of revenue increase
On Net Off Net
03% increase 7.2 % 6.2 %
05% increase 9.3 % 8.2 %
Same as current scenario 4.2 % 3.2 %
02% decrease from current scenario (worst case scenario) 2.2 % 1.2 %
It is assumed that, if we revamp existing prepaid packages, the revenue will be
increased even if the minutes of the usage remains same or decreases by 02%
Scenario 1: If the call duration increases by 03% ▲ total revenue increases by 6.7% ▲
Scenario 2: If the call duration increases by 05% ▲ total revenue increases by 8.7% ▲
Scenario 3: If the call duration remains the same ↕↕ total revenue increases by 3.7% ▲
Scenario 4(worst case scenario): If the call duration decreases by 2% ▼ total revenue
increases by 1.7% ▲

RESEARCH AND FINDINGSRESEARCH AND FINDINGS

Analysis and Insights
Based on the present crisis we have designed a questionnaire and
conducted a research among our valued prepaid customer.
We have come up with the finding listed below:
 Age – 46+, 20-35 (38%)
 Education – Graduation
 Income – BDT 20,000+
 Monthly Recharge – BDT 500
Demographic & Psychographic Findings

Demographic & Psychographic Findings
 Other Operator – Airtell (7%)
 Reason for using Other Operator – Unique
Call Rate (28%), FnF & 1 Sec Pulse – (8%)
 Preferred Awareness Media – TV 32% &
SMS (31%)
 Package Preference - Bonus offer,
Recharge bonus

Package Preference
 Feature Likeliness – Call Rate (45%)
 Preferred Offer – Bonus on Recharge (41%), Instant Bonus (31%)
 Area to Focus – Privilege Offer

REVAMPING STRATEGYREVAMPING STRATEGY

Integrated Marketing Communication (IMC)

BRANDING STRATEGYBRANDING STRATEGY
Brand strategy is a long-term plan for promoting the revamp in such order to
achieve the maximum awareness. A well executed brand strategy can affects all
aspects of a business and create real impact to consumer lifestyle and behavior

Branding StrategyBranding Strategy

ABOVE THE LINE (ATL) CAMPAIGN STRATEGYABOVE THE LINE (ATL) CAMPAIGN STRATEGY

Positioning of ATL Campaign
PrintPrint TVTV RadioRadio
Yearly
Campaign
Commercial
AD
Branding
Campaign
Guerilla
Campaign

Above The Line (ATL)
To get the maximize coverage for revamping –
ATL Communication will create an extra mileage.
ATL is the best way to get the expected exposure
from mass media.
64.30%
23.40%
11.20%
1.10%
Television Press Radio Others
Chart: Popular media of communication
Source: OMD Singapore – Media Search for Bangladesh – by Benchmark

Above The Line (ATL) – TV
0
1
2
3
4
5
Engagement
Recall
WOMViewership
Cost
With the proliferation of new media, communication devices and the
significant increase in the number of television channels, branding
through TV has become more important and significant to attract
viewers and influence their viewing behavior.

Above The Line (ATL) – TV
TV Day part Analysis
Weekdays still has the higher viewership
• A good number of female spend time watching TV
during noon
• Highest peak is still during primetime 9-10:30pm
where family is complete and gets together

Above The Line (ATL) – Radio
0
1
2
3
4
5
Engagement
Recall
WOMListenership
Cost
From 2006 to 2014, FM Radio station has increased from 1 to now 8. There
are more than 500,000 listeners everyday. Radio still manage to be popular
to some specific listener, which matches our database.

Above The Line (ATL) – Radio
Radio listenership peaks during high traffic time periods in Bangladesh. But
important to note that the strongest peak happens during late night (11pm-
12:30am)
Chart: Listenership trend during 6.00 AM to 2.00 AM

Above The Line (ATL) – Newspaper
0
1
2
3
4
5
Engagement
Recall
WOMReadership
Cost
Spends for press is seen to be growing from 2006 – 2011.
The readership of newspaper has been a popular way of
communication since 1990.

Above The Line (ATL) – Newspaper
The readership of newspaper is still higher at home and
office. However, it is a effective way of communicating
our target consumer.
Chart: Places where people read newspaper

Preferred Media (Based on Reach, Frequency and our TG)
RADIORADIO
TVTV
NEWSPAPERNEWSPAPER

BELOW THE LINE (BTL) CAMPAIGN STRATEGYBELOW THE LINE (BTL) CAMPAIGN STRATEGY

Positioning of BTL Campaign

SMSSMS
OBD PushOBD Push
SMS
Response
SMS
Response
VAS InsertVAS Insert
Cell
Notification
Cell
Notification
In BillIn Bill
AD – RBTAD – RBT
VoiceVoice
Below The Line (BTL) Campaign - Overview

we have the following method of communication for BTL
micro campaigns.
It would also be a suggestion (if I may) that we include IVR
based broadcasting as well because this is more cost
effective and time efficient as well.
As regards to RDC or OBD call we might incur expenses
which “might not” be that effective in regards to micro
campaign on a weekly basis. However the rest is your call.

THROUGH THE LINE (TTL) CAMPAIGN STRATEGYTHROUGH THE LINE (TTL) CAMPAIGN STRATEGY

WEB
7m+ people with “Large Screen” internet access in Bangladesh
11.2m+ people use internet weekly
70m+ expected growth of 10X by 2020
31%+ of total population have been using internet in the year of 2015

WEB
Bangladesh Local Internet Users by Day of Week

Social Media
Social media plays significant role in branding a product/service
Popular Media: FB, Linkedin, Pinterest, GooglePlus, Instagram
51% People believes on shared
post on fb
32% People believes – fb helps to
gather knowledge
79.57% people want to share
recent activities with friends
37% People logged in on fb
minimum of twice a day
37% People spend more
than two hours on fb
68%People think, FB is a major
media for marketing
fb, the Best way to give
them an identity

Importance of Online Branding
 facebook is the most browsing site in Bangladesh followed by google and youtube
 A more personalized approach to pitching a product/brand
 Build more customer trust and loyalty; best way to get the opinions of the customers
 Easiest way to get the brand established and making others aware
 Most rational way to develop brand reputation by providing effective customer service
Future Decisions Making Trend; Source – IBM: Stretched to Strengthened: Insights from Global Chief Marketing Expart
Research says – 60% of consumers researching products through multiple online sources
learned about a specific brand or retailer through social networking sites. Active social media
users are more likely to read product reviews online, and 3 out of 5 create their own. Women
are more likely than men to tell others about products that they like (WOM – 81% of females
vs. 72% of males). Overall, consumer-generated reviews and product ratings are the most
preferred sources of product information among social media users.

Preferred Source of Information

Point of Sale Materials (POSM)
Chart: Popular POSM in Bangladesh
Source: ACNielsen Bangladesh; Understanding the Importance of Branding in Bangladeshi
Telecom Industry in (BBA 2014)
Importance of POSM:
 Increase brand awareness and enhance brand image
 Ensure that product launches and promotional offers are
noticed
 Increase impulse buying and product rotation
 Clear sign positioning
 Increase sales volume by increasing brand reconcilability.
 Make the product stand out in sales area
 Navigate customers

Fair & Event
 Effective way to get aligned with the brand persona
 Best way to get the attention of the target audience
 A successful event can be the life time experience for the customer
 Best way to promote brand, product or services
 Promotional Branding is a way to get your company noticed, as well as conveying the
right message to potential customers
 Event branding is popular at outdoor events such as festivals, historic squares and
exhibition halls
 It is a cost-effective way of communicating with the customers
Persistence of Fair & EventPersistence of Fair & Event

OUT OF HOME (OOH) CAMPAIGN STRATEGYOUT OF HOME (OOH) CAMPAIGN STRATEGY

OOH CAMPAIGNOOH CAMPAIGN

GUERILLAGUERILLA CAMPAIGNCAMPAIGN (Unconventional Brand Communication)(Unconventional Brand Communication)
Strategy of Guerilla campaign is basically designed targeting small occasion to
promote in an unconventional way that can involves customer in a high grasping
manner which can grab the attention in more personal and memorable approach

GuerillaGuerilla Campaign – Unconventional Brand CommunicationCampaign – Unconventional Brand Communication

Unconventional Brand CommunicationUnconventional Brand Communication

YEARLY CAMPAIGNYEARLY CAMPAIGN
Yearly plan has been designed such way that it includes significant
yearly celebrating days aligned with our proposed regular package offer

Yearly Campaign Plan
Date Name of the Campaign Type Duration Campaign/Month
Jan
New Year Campaign Special Offer 1 Week
6
Bundle SMS Regular Offer 1 Week
Usage Bonus Regular Offer 1 Week
Acquisition Regular Offer 1 Week
Winback Regular Offer 1 Week
Ijtema Offer (combo) Special Offer 1 Week
Char Choka Campaign (combo) Regular Offer 1 Week
Feb
Valentine's Day Campaign Special Offer 1 Week
4
21st February Campaign Special Offer 1 Week
Recharge Bonus Regular Offer 1 Week
Mar
Women's Day Cmapaign Special Offer 1 Week
7
Char Chokka (combo) Regular Offer 1 Week
Children's Day Campaign Special Offer 1 Week
Independence Day Campaign Special Offer 1 Week

Apr
Pohela Boishak Uthshob Special Offer 1 Week
6
Mradha Day Campaign Special Campaign 1 Week
May
Mother's Day Campaign Special Offer 1 Week
5
Jun
Father's Day Campaign Special Offer 1 Week
5

Jul
Eid Offer Special Offer 1 Week
5
Aug
Friendship Day Offer Special Offer 1 Week
6
World Youth Week Campaign Uthdam Offer 1 Week
Sep
Eid Offer Special Offer 1 Week
4

Oct
4
Nov
Patriotic Campaign Regular Offer 1 Week
5
Dec
Independence Day Offer Bijoyer Uthshob 1 Week
5
In the yearlong there will be tentative 58 campaign

Voice Revamp Proposal Final

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