A BTL Strategy Proposal for Orange Telcom Ugandan that will aid in the implementation of Orange communication strategy, and all other means that will guarantee consistency of the Orange brand, her products and services.

1. BUKOL
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BUKOL
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ORANGE UGANDA LIMITED
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BTL/EXPERIENTIAL ADVERTISING
AGENCY REQUEST PROPOSAL

2. BUKOL
A Background
• Orange Uganda Limited commenced
operation in March 2009 and within the first
month of launch had an enviable 55,000
customer base
• Presently, she has about 2% market share and
striving to increase this within the next few
months, as she extends her network to semi-
urban and rural areas of the country
• Engaging a competent BTL/Experiential
agency will assist in achieving the set goals:
thus the purpose of this proposal

3. BUKOL
A Objectives
• To engage a competent
BTL/Experiential Advertising Agency
that will aid in the implementation of
Orange communication strategy, and
all other means that will guarantee
consistency of the Orange brand, her
products and services in Uganda

4. BUKOL
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Analysing Consumer Motivations:
The Censydiam Model

5. BUKOL
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• Research by the Centre for Systemic Diagnostics in
Marketing has identified 8 types of motivations that drive
human behavior as the following:
The Motivations

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Release
Control
OtherSelfPower
Vitality
Enjoyment
Conviviality
Belonging
Security
Control
Recognition

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The Eight Consumer Need States Explained

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Vitality
• Vitality is all about experiencing freedom, passion,
adventure, spending energy, feeling very much alive
and kicking
• These class of consumers seek to realize individuality by
embracing innovation and exploring the environment.
• How does the brand stimulate and
energize me?

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Power
• This consumer need state reflects the need to achieve
success and status in life.
• These class of consumers desire to climb to
unprecedented and solitary heights.
• They want to be respected, praised and acknowledged
for the choices they make.
• How does the brand help me gain
status and respect?

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Recognition
• This consumer need state reflects the need to be
different, to stand out and not drift with the crowd.
• It is about feeling superior intellectually, culturally, and/or
materially.
• They therefore seek to associate with brands that they
perceive as fulfilling their need state.
• How does the brand help me to put
myself forward and feel unique?

11. BUKOL
A Control
• This need state reflect consumers who are more functional
(rational) than emotional in their preferences for brands.
• It is usually triggered by situations and circumstances.
• How does the brand help me to feel in
control of what is happening around me?

12. BUKOL
A Security
• This need state reflects the need for comfort, tranquility,
and relaxation.
• It is about feeling protected, secured and cared for.
• These class of consumers seek to identify with brands that
evoke such feeling of security.
• How does the brand help me feel
sheltered?

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Belonging
• This consumer need state reflects the need to feel part
of a group.
• It involves the need to feel accepted and supported
by loved ones.
• Also includes the need for obedience to norms and
regulations of the group.
• How does the brand help me to find a
trustful haven among people who like
me?

14. BUKOL
A Pleasure
• This need state reflects the need to maximize satisfaction of
physical and emotional needs.
• Such consumers seek to identify with brands they perceive
as giving them spontaneous and immediate satisfaction.
• It is impulsive and sometimes excessive or even maniac.
• How does this brand help me to enjoy
myself and feel cheerful

15. BUKOL
A Conviviality
• This consumer need state reflects the need to open up
socially.
• The need to really share emotions with others and have a
good time together.
• How does this brand help me to be
optimistic and open-minded towards
others?

16. BUKOL
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Release
Control
OtherSelfPower
Vitality
Enjoyment
Conviviality
Belonging
Security
Control
Recognition

17. BUKOL
A Consumer studies - Desired product
attributes
• Strong network signal and consistency
• Low call rates
• Wide network coverage
• Uniform intra and inter network rates
• Customer friendly

18. BUKOL
A Consumer insight
• I want a network that gives me the liberty to
communicate whenever, wherever and at a
very reasonable cost, keeping me in touch
with my loved ones and business associates

19. BUKOL
A Target Demography
• The foregoing shows that our target is
prevalent in the youth market, in line
with the population dynamics
• They fall within the following
categories
– Students
– Young professionals
– Older working class professionals

20. BUKOL
A Target Psychography
• They want to relate with their peers
• They want to have fun
• They want to do business
• Enlightened
• Upwardly mobile
• Peers influence
• Happening individuals – party lovers,
no dull moment

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Students

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Young Professionals
•Young Executives
•Unmarried male & female
•Working-class
•Earns about N2m p.a.
•Influenced by friends and
columnists/blogists
•Conscious about each others emerging opinion
•Builds up on trends & style set at undergrad years

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Older Professionals

24. BUKOL
A Uganda Population Dynamics
• According to the Uganda Bureau of Statistics,
Uganda has an estimated population of 28.6 million in
2007
• It is projected to increase to 40.6 million by 2017 on a
low variance, putting into consideration the effects of
HIV/AIDS
• The population is a youthful one with a median age
of about 15yrs and it is projected that this will remain
so through the projection year of 2017, due to high
fertility rate
• The working age population of Uganda (15yrs-64yrs) is
estimated to be about 50% of the total population as
at 2007 and it is projected to remain till 2017

25. BUKOL
A Uganda Telecoms Market Analysis
• The launch of Orange in the first quarter
of 2009, heralded stiff competition within
the telecommunication sector in Uganda
• Their laudable achievement of 55,000
subscribers within the first two weeks of
launch, signalled their readiness to take
over the market, based on their pedigree
• Presently, there are 6 operators in the
country, with I-Tel being the latest entrant

26. BUKOL
AUganda Telecoms Market Analysis Cont’d
• Their various market shares based on data
from Mobile World, puts MTN as the leader
with 41%, while others are
– Zain – 22%
– Uganda Telecom - 19%
– Warid Telecom - 17% and
– Orange - 2%.
• It is hoped that the switching on of SEACOM
cable will have very positive effects in the
sector, just as is evident in the neighbouring
countries (Kenya & Tanzania), as this will assist
in broadband coverage

27. BUKOL
A Uganda Telecoms Market Share Chart

28. BUKOL
AUganda Telecoms Market Analysis Cont’d
• MTN the market leader focuses more on the
corporate market and brought liberalisation
into the Uganda telecoms industry
• Zain leverages on sponsorship to drive
presence in the market
• UTL leverages on the fact that they have a
large subscriber base on their CDMA network
leverages on tariff and promotion to drive
subscriber acquisition and presence
• WARID uses their large bouquet of products
and services to drive their market share

29. BUKOL
AUganda Telecoms Market Analysis Cont’d
• Attention is now geared more to providing
financial transaction services, with mobile
banking which is becoming a prevailing
phenomenon and other payment services
such as fuel purchase or electricity bill.
• The current economic recession has affected
the sector like any other sector: subscribers
have devised the means of acquiring more
than one SIM card, in order to enjoy the low
on net calls and prefer to use SMS for cross
network communications, as cost is important.

30. BUKOL
A Positioning Strategy
• From the foregoing, Orange Uganda
should be positioned as a LifestyleLifestyle
BrandBrand, focusing on the youth market
and leveraging on consumer
relationship development activities

31. BUKOL
A BTL Strategic Approach
• In line with Orange’s global strategy of
utilising CSR as a platform of presence
and relevance in their various market
operation, we recommend that OUL
own propriety rights in one or more of
the following areas of Ugandan life
– Entertainment and
– Sports

32. BUKOL
A BTL Strategic Approach Cont’d
EntertainmentEntertainment
• Music and Comedy Festivals
– Campus events, where entry is at the purchase
of Orange SIM, Recharge or phones
– Public Concerts, where intending attendees will
send in SMS to be eligible for invitation to the
Mega concert
• Game Shows
– Television and Radio game show where
subscribers will stand the chance of winning
various gifts. These will be exclusive to Orange
subscribers only

33. BUKOL
A BTL Strategic Approach Cont’d
SportsSports
• First Eleven Football Reality Show Uganda
– Subscribers send personal info through SMS
(premium tariff) to be part of the reality show
– Winners will be voted by others through SMS,
based on their performance in the reality
show
• Predict and Win Promotions
– Partner with the Ugandan Premier League to
be able to run prediction promotions, using
short code platform.

34. BUKOL
A Budget Proposal
• Retainer Payment Option:
– A total of 6 staff will be on the Orange
account for a monthly retainer of $20,000.
– While cost of line items will be as charged by
suppliers
• Ad Hoc Payment Option:
– A management fee of 15% will be charged
to the total cost of activity less VAT.
– An agreed year end performance
remuneration

35. BUKOL
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