Summary of Ad project teletalk_report

1. Our chosen brand is Teletalk Bangladesh Ltd. It is a public limited company, registered under
the joined stock companies in Bangladesh. Total shares owned by the Govt. of the people’s
republic of Bangladesh. Teletalk Bangladesh Limited was established keeping a specific role in
mind. Teletalk has forged ahead and strengthened its path over the years and achieved some feats
truly to be proud of, as the only Bangladeshi mobile operator and the only operator with 100%
native technical and engineering human resource base. Teletalk thrives to become the true
people’s phone of Bangladesh.
Present Brand Image of Teletalk:
Though Teletalk is the only Govt. affiliated network service provider of Bangladesh, it has failed
to satisfy consumer’s demand. Formerly it has a slogan-“Amader Phone”. On the 8th march 2016,
it has rolled out a new slogan-“Connect to Happiness” with its new logo and website. Inspite of
launching new data and voice packages and a modern complaint system, Teletalk has issues with
its network to the consumer.
MarCom analysis of Teletalk:
Strengths of Teletalk
 Teletalk has built up an indigenous image.
 It is providing network in unreachable places like Kotka in the Sundarbans.
 Teletalk offers minimum call rate than other operators.
 It is offering special student packages.
 It has a separate service for women.
 Teletalk is the first 3G network provider in Bangladesh.
Weakness of Teletalk
 Teletalk has minimum sharer of voice comparing to competitive brands.
 It has poor network coverage.
 They have got lacking in service outlet.
 They failed in their Product positioning.

2. Opportunity of Teletalk
 Teletalk can reinforce the brand image with its indigenous factors.
 They can avail the opportunity involving youth.
 Teletalk can compete its competitor by increasing brand image through strong network
 Uncovered network area can be covered by proper utilization of technology.
Threads of Teletalk:
 Competitors’ share of voice is higher than that of Teletalk.
 Negative image of government can be a thread.
 As Teletalk is still new in this sector, there is still lack of awareness among the
consumers.

3. Creative Brief
The main competitors of Teletalk are the market leader Grameenphone followed by Banglalink
and Robi-Airtel. The most important issues we have considered in developing the Ad are
described below:
 Basic issues: When people are using expensive internet packages of different mobile
operators, they are wasting a lot of money which is not worth it.
 Communications objectives: We have set our communication objectives to make
customer aware that other internet providers are too much expensive comparing to
Teletalk.
 Target segment: The target segment we have set is the young people who are basically
students.
 Key product benefits: Major selling ideas of our Ad. isto provide internet packages at
the lowest rate.
 Appeal: We have used humor and emotional appeal to persuade the customers.
Major selling idea
In our Ad, we have depicted a character of young age who has become destitute using other
operators’ expensive internet packages. So whenever audience will watch the Ad, they will be
convinced to use the low cost internet offers by Teletalk.
1) Unique Sales Proposition (USP):
 Benefit: Customer will find happiness through internet browsing at the lowest
cost.
 Uniqueness: We have shown in the Ad that Teletalk is offering conspicuously
lowest internet rate which is unique from all other operators.
 Potency: We have shown in the Ad. that Teletalk has so many SIMs like Shadhin,
Bornomala, Oparajita, Agami etc. Consumres can find their suitable internet
packages from any of the SIMs. This induces the people to be motivated about the
strong promise that Teletalk gives.

4. 2) Brand image: Teletalk is the only native brand in Bangladesh. This brand image
attempted to develop a strong, memorable identity through its slogan-“Amader Phone”.
Now they have upgraded it to-“Shopno Hashi Mukher-Connect to Happiness”.
3) Inherent Drama: In the Ad, a character of a varsity student has been portrayed. At first
he lived an affluent life. But later he was succumbed to poverty through using internet
package of other mobile operators as those are very expensive. Nevertheless, Teletalk has
offered internet package at a lower rate which makes the consumers buy it. Through the
expression of this dramatic character, consumer benefit as well as consumers’ belief has
been ensured.
4) Positioning: As Teletalk is a native network service provider and its preliminary slogan
was “Amader Phone”, it has created a differentiating image in the consumer’s mind.
Apart from this, Teletalk has offered different internet packages which are cheaper than
other competitive brands. This brand image reinforces the consumers’ to buy it.
Leverage point
Our Ad message is to provide the lowest internet offers to consumers. As other operators’
internet packages are expensive, in this Ad, the character has become poor and lost his properties
in a humorous sense. So whenever people will watch this Ad., they might match it to their
personal values.

5. Storyboard
A wealthy man standing in front of his lavish home and using
expensive internet packages of other operators.
After a few days he lost his gorgeous home wasting most
of the money to use expensive internet packages.
At present, the character is extremely poor with a
wrecked living place as he has lost all his money in
purchasing the net offers of other operators rather than Teletalk.

6. Consumer feedback
After completing the Ad, we have presented it some consumers. They could understand easily
whatever the Ad has focused. Thus we have developed a proper feedback about the efficiency of
this Ad.