This document outlines a research and marketing strategy for Broadlink internet services. It includes: - Research objectives and methodology involving a questionnaire of 100 people on internet usage, providers, and priorities - Findings that most users are aged 26-35, loyal to ADSL but open to switching for a good offer, prioritize cost and speed, and prefer monthly payment plans - Communication strategy including direct marketing, social media, and outdoor branding - Draft communication lines, slogans, and artwork including posters, teasers, and mall branding promoting Broadlink's offers

1. Planning
and
strategy
campaign
Broadlink

2. Contents
ü Questionnaire
Based
Research
ü Objective
&
Methodology
ü Research
Analysis
ü Findings
&
Task
a
head
ü Communication
line
ü Media
Planning
ü Artwork

3. Questionnaire
Based
Research

4. Research
Objective
ü To
find
the
user’s
of
internet
based
on
age
group
ü To
know
brand
loyalty
of
consumer
for
ISP
provider’s
ü To
know
the
degree
of
priority
among
price,
speed
&
volume.
ü To
find
out
the
post
purchase
behavior
regarding
offer
and
it’s
payment.
ü To
know
the
reading
habit
&
preference
(newspaper’s)

5. Methodology
ü Questionnaire
based
research
of
100
samples
ü The
sampling
was
conducted
with
various
age
groups
starting
from
15-­‐45
both
male
and
female.
ü It
was
done
to
obtain
primary
data
and
the
research
was
based
on
quantitative
method
from
where
we
collected
the
primary
data
for
our
object.

6. Research
Analysis

7. 33%
63%
4%
15-­‐25
26-­‐35
36-­‐45
What
Is
your
age
group?What
Is
your
age
group?

8. 67%
33%
0%
Male
Female
others
What
is
your
Gender?What
is
your
Gender?

9. 95%
5%
Yes
No
Do
you
have
internet
Installed
at
you
home?Do
you
have
internet
Installed
at
you
home?

10. 19%
15%
3%
47%
5%
12%
Worldlink
Subisu
Broadlink
ADSL
Classic
Tech
Others
If
yes
which
internet
service
provider
you
are
using?If
yes
which
internet
service
provider
you
are
using?

11. 52%
48% Yes
No
Are
you
satisfied
with
current
service
provider?Are
you
satisfied
with
current
service
provider?

12. 12%
36%
52%
0%
10%
20%
30%
40%
50%
60%
Low Medium High
How
much
priority
do
you
give
for
speed
while
using
internet?How
much
priority
do
you
give
for
speed
while
using
internet?

13. 0%
10%
20%
30%
40%
50%
60%
Low Medium High
How
much
priority
do
you
give
for
DATA
VOLUME
while
using
internet
package?How
much
priority
do
you
give
for
DATA
VOLUME
while
using
internet
package?

14. 19%
55%
27%
0%
10%
20%
30%
40%
50%
60%
Low Medium High
How
much
priority
do
you
give
cost
for
using
internet?How
much
priority
do
you
give
cost
for
using
internet?

15. 84%
16%
Yes
No
Will
you
switch
your
internet
connection
if
you
get
an
offer
with
high
speed
(3Mbps)
at
lower
price?
Will
you
switch
your
internet
connection
if
you
get
an
offer
with
high
speed
(3Mbps)
at
lower
price?

16. 59%21%
7%
13%
Montly
Quartely
Semiannually
Annually
How
would
you
like
to
pay
for
this
internet
offer?How
would
you
like
to
pay
for
this
internet
offer?

17. 21%
13%
11%
3%
24%
28%
facebook
youtube
News
Gaming
Research
work
Others
What
do
you
use
internet
for?What
do
you
use
internet
for?

18. 63%
8%
29%
0%
Daily
Once
Week
Occasionlly
Never
How
often
do
you
read
newspaper?How
often
do
you
read
newspaper?

19. 35%
8%
37%
13%
5%
1%
Kantipur
Nagarik
Himalayan
times
Kathmandu
post
Republica
others
Which
news
paper
do
you
prefer?Which
news
paper
do
you
prefer?

20. Key
focus
(Objectives)
Key
focus
(Objectives)
ü Target group
ü Brandswitch
ü priority
ü Post purchase behavior
ü Reading Habit & preferences

21. FindingsFindings
26-­‐35
age
group
are
more
interested
to
use
internet.
In
terms
of
brand
loyalty
more
consumer
are
interested
on
ADSL
but
they
are
willing
to
switch
if
they
get
with
an
attractive
offer.
In
terms
of
priority
cost
(medium),
speed
(High)
&
Volume
(Medium)
Respondents
are
attracted
towards
offer
and
prefer
to
pay
the
monthly
installment
Reading
habit
– daily
&
more
preference
is
on
Kantipur &
THT

22. Task
a
HeadTask
a
Head
ü Communication Strategy
ü Communication Line
ü Media planning
ü Artwork

23. Communication
StrategyCommunication
Strategy
ü Direct Marketing: coupon
distribution 5% off to
students/Booth placement/outlet
branding
ü Internet marketing: Social media
Promotion/Banner ad
ü ATL & BTL Branding

24. Communication
LineCommunication
Line
Highlighting the features
– Want to save?
– Want to surf internet at lowest price?
– Do you need morespeed?
– Do you need 40gb every month
– Then surf Broad link Broad Bag
Package

25. BrainStromBrainStrom
Communication line
– Broad link Malamal Internet Falafyal
– Broard link ko tadka, super speed ko
lagla hai jhadga
– Broad ko broad offer
– Broad link ko taranga, pura Nepali
dangaa.

26. Art
work

27. Option
1Option
1

28. Option
2Option
2

29. Option
3Option
3

30. Teaser
placementTeaser
placement

31. Teaser
placementTeaser
placement

32. RevealReveal

33. HoardingHoarding

34. Mall
BrandingMall
Branding

35. Thank
you