A report on the results acquired from focus group discussion regarding a Bangladesh TV Commercial, UC Browser. And analysis of the consumer behavior regarding the service/product.

1. 5/9/2018 A focusgroupdiscussion
on a UCBrowser
BangladeshTVC

2. ii
REPORT
Prepared for
Dr. Seyama Sultana
Assistant Professor
School Of Business and Economics
Prepared by
Name ID
Tanzib Wasif 111151470
Mehedi Hasan Togor 111151371
Omar Faruk Javed 111151608
Shagufta Rahman 111151022
Ruhama Tabassum 111151446
Sharmin Jahan Moni 111151396
Md Taiyeb Ahmed Bhuiya 111151349
Section: B
Course title: Consumer Behavior
Course code: MKT 4101
May 9, 2018
United International University

3. iii
Letter of transmittal
May 9, 2018
Dr. SeyamaSultana
AssistantProfessor
School of BusinessandEconomics
UnitedInternational University.
Subject:Submissionof Report
Dear Ma’am,
I, onbehalf of my groupmembers,pleasedtosubmitthe reportthatyouaskedfor and gave us
authorizationtoworkon “A focus groupdiscussionona specificTVC”.We triedourbestto workon
it carefully.
The study thatwe conductedenhanced ourknowledgetomake anexecutive report.Thisreporthas
givenusan exceptionalexperiencethathasimmense usesinthe future endeavorsandwe sincerely
hope that itwouldbe able to fulfill yourexpectations.
We have putour sincere efforttogive thisreporta presentableshape andmake itasinformative
and precise aspossible.We thankyouforprovidinguswiththisunique opportunity.If needed,you
may contact us bythe Email:asha-rahman@hotmail.com .
Sincerelyyours,
ShaguftaRahman Signature:

4. iv
Acknowledgement
It isour esteemedpleasuretopresentthe reporton“A focusgroupdiscussionona specificTVC”.
We expressourdeepgratitude toourcourse guide,Dr. Seyama Sultana(AssistantProfessor,
School of BusinessandEconomics),whohave gave usthe inspirationtopursue the reportand
guidedusinthisendeavor.She hasbeenaconstant of motivationandencouragementforus.We
thankher forall the initiative and zeal she filleduswiththroughoutthe report.

5. v
Executive Summary
The reportshowsthe findingsimplementedfroma focusgroup discussionona specificTVCwhichis
about UC Browser,a mobile webbrowsingapponGoogle PlayStore bythe companyAlibaba. Firstly
there isa described summaryaboutthe UCwebInc.mission, vision,objective andtheircompanyand
product overview. A focus group is been arranged for the task which group included 8 participants
bothmale and female.Thenthisfocusgroupwatchedthe selectedTVCandgave some positive sides,
some negative sidesandsome suggestionsaboutthe TVC.Finallythe reporthasbeendone basedon
their valuable opinions which is ultimately can be perceived as consumer opinions.

6. Table of Contents
Letter of transmittal....................................................................................................................iii
Acknowledgement...................................................................................................................... iv
Executive Summary...................................................................................................................... v
Product description...................................................................................................................... 1
Company overview...................................................................................................................... 1
Summary of the TVC .................................................................................................................... 1
Objective and methodology.........................................................................................................2
Objective..................................................................................................................................2
Methodology............................................................................................................................ 2
Demographic characteristics of FGD............................................................................................. 2
Findings from the focus group discussion...................................................................................... 3
Positive sides:........................................................................................................................... 3
Negative sides:......................................................................................................................... 3
Suggestions:............................................................................................................................. 3
Recommendations & Conclusion..................................................................................................5
Recommendations.................................................................................................................... 5
Conclusion................................................................................................................................ 5
Appendix.....................................................................................................................................6
Participant Profile..................................................................................................................... 6

7. 1
Product description
UC Browser is a web browser developedby the Chinese mobile Internet Company UCWeb and is
owned by Alibaba Group of China. Originally launchedin April 2004 as a J2ME-only application,it is
available onanumberof platformsincludingAndroid,BlackBerryOS,iOS,JavaME,Symbian,Windows
Phone and Microsoft Windows. The browser uses cloud acceleration and data compression
technology.UCBrowser'sserversactasa proxywhichcompressesandrendersthe dataof webpages
before sending it to users. This process helps to load web content faster. In June 2011, UCWeb
releaseditsownU3 engine,the company’sproprietarytechnology.Browsersbasedonthe U3 kernel
give usersafaster,moreconvenientandmore securewebsurfingexperience.AlreadytheNo.1mobile
browserinChinaandIndia,UCBrowserhas become the world’slargestthirdpartymobilebrowseras
of the end of 2014 as per StatCounter in terms of monthly page view market share. At the end of
March 2015, UC Browserhasbecome the No.1mobilebrowserinIndonesiaaccordingtoStatCounter.
UC Browser is available on several smartphone and feature phone platforms, but Android mobile
operatingsystemrepresentsthe largestuserbase forthe company,with300 millionof its500million
total.
Company overview
UCWeb Inc. (UCWeb), an Alibaba Group company, is a leading provider of mobile internet software
technology and services. Since its inception in 2004, UCWeb's mission has been to provide better
mobile internet experience to billions of users around the world. Its international product portfolio
includes a mobile browsing service (UC Browser), app and game distribution platforms (9Apps and
9Game),a mobile trafficplatform(UCUnion) amongothers.Itsflagshipproduct,UCBrowser,topped
the China, Indonesia and India market in 2013. UCWeb was founded in 2004 as a mobile browser
maker; over the past decade it expanded to diversified areas such as mobile search, mobile gaming,
mobile reading,etc.The company’sUCBrowseristhe mostpopularof itskindinChinawithmore than
65.9% market share, according to market researcher iResearch. It’s also the No. 1 browser in India
with upwards of 34% market share, via StatCounter. It’s available in 11 languages (English, Hindi,
Russian, Indonesian,Vietnamese, etc.) and on all major mobile OS platform (iOS, Android,Windows
Phone, Java, Blackberry, etc.). The browser prides itself in fast page load and economic data
consumptionmade availablebyitsdatacompressiontechnologyandacloudsystem.UCBrowserhas
over 500 million users around the globe, as of March 2014. In June 2014, UCWeb was acquired by
AlibabaGroupin the largestChinese Internetmergerdeal.Afterthe merger,underthe leadershipof
Yu Yongfu, chief executive of UCWeb since 2006, the Alibaba UC mobile business group will oversee
the browser,search,location-basedservice,appstore,mobile gamingandmobile readeroperations.
Summary of the TVC
In the UC Browser Bangladesh TVC (Television commercial), we can see a little girl was watching a
video in a mobile. Suddenly she was amazed by a dress and asked her mother to buy that dress for
Eid. Then her mother openedUC browser in her smartphone and searched for the dress to place an
order.The mother saidto herdaughterthat she will looklike an angel in that dress.Meanwhile,the
daughter of the housemaid heard that and asked her mother that if she can be an angel too. Her
mother felt embarrassed.Little girl’s mother saw that and ordered the same dress for housemaid’s
daughter.The housemaidwassosurprisedandhappywhenshesaw herdaughterinthatdress.Inthe
end, the narrator requested the audience to forget all discrimination and rejoice in Eid celebration
together. The TVC is produced by Tinsel Town Films.

8. 2
Objective and methodology
Objective
 To find out the impressions and views that people show towards this advertisement.
 To know about the positive and negative sides of this advertisement.
 To find out recommendations on how this advertisement can be made better.
Methodology
We have selectedUnitedInternationalUniversitypermanentcampusasourchoice of locationashere
we can find young people who are always using smartphones and mobile web browsers. So our
participants for focus group are also from this university.
The participants were gathered in the location. Before showing them the advertisement they were
told to discuss about their views about the advertisement. They were shown the advertisement in a
laptop computer. After that they started their discussion. During the discussionwe had to ask a few
questions to keep the discussion on pace. The objective behind our questions were to make them
know:
 Every participant’s view (participation) is highly regarded to better our discussion.
 Our concern is specifically about the advertisement not the product.
Demographic characteristics of FGD
‘Demographics’isthe studyof apopulationbasedonfactorssuchasage,race and sex,amongothers.
Number of participants: 8
Total 8 people are selected for FGD discussion.
Gender: Male & Female
4 male & 4 female participants;we tookequalnumberof male andfemale participantssothatwe can
get a balanced discussion from both male and female perspective.
Age Range: 21-23
Marital Status: Unmarried
Education: Undergraduate
Occupation: Student
0
1
2
3
4
5
6
21 22 23
Age

9. 3
Findings from the focus group discussion
Positive sides:
 An emotional TVC thatmakespeoplethinktodosuch goodthings.
 ThisTVC focuseson classdiscrimination,teachesusabout equality,everypersonhasequal
rights.
 ThisTVC helpchildrentolearnagood value aboutnotto discriminate amongdifferentlevel
of people.
 The TVC is helpingchildrentolearn agoodvirtue that humanityisabove all.
 The thoughtbehindthisTVC ishelpingtobetterthe perception of oursociety.
 ThisTVC conveysa social message thatif someone have the abilitytofulfillother’s
need/wish,thanhe/sheshoulddefinitelydoit.
 A differentkindof TVC where the targetisnot onlyaboutto domarketingbutalsois to
conveya social message.
 ThisTVC isattracting and people will feel encouragedtoknow more aboutthe product
hence creatingvalue forthe company.
 The TVC is shortand precise,nottoomuch elaborated,yetitisdramaticandemotional.
 The TVC showsproductavailability throughUCBrowser,whichaddsvalue tothe product.
 Overall goodcinematographyandbackgroundmusicisalsogoodasboth of these shouldbe
pleasinginaTVC to gainattentionof people.
 The commercial portraysthe real meaningof the holy monthRamadan andEid whichis
helpingothers,helpingthe one whoisinneedandputtingjoytosomeone’slife,sharing
happinesswithothers.
 Thiscommercial showsthe ease of shoppingfromhome withoutmakinghustle togooutside
inthe trafficof Dhaka duringthe monthof Ramadan.
Negative sides:
 The concept of the product (UC Browser) isnotclearin thisTVC,for whichthe TVCis
actuallymade for.
 The product (UC Browser) islessfocusedinthe TVC.
 The TVC is creatinga confusionwhetheritisaboutthe browseror aboutan online shopping
app.
 The TVC is lessrelevanttothe functionalityof the UC Browserbecause peoplewouldrather
use an online shoppingappthana web browserto doshoppingonline.Anonline shopping
app iseasiertouse and fasterto place orders.
 Big companiesmake thissortof TVC’sbut theyalsodoclear the meaningbehindthe TVC,
thisTVC islessmeaningful incompliance itsproduct(UCBrowser).
Suggestions:
 The product (UC Browser) shouldbe focused andhighlighted more.
 The benefitsof the productshouldbe mentionedclearly.
 The usage process of the browsershouldbe shownclearly.
 The overall functionsof the browsershouldbe shown.
 The TVC can showthat in needof a quickbrowseryoucan use UC Browseror keepitinyour
phone.
 The company behindthe product needtobe shownmore ofteninthisTVC.

10. 4
 There can be a scenarioof the environmentof a festive moodlike Eidinthe commercial to
portray the joyousmomentsof festival andshoppingetc.

11. 5
Recommendations & Conclusion
Recommendations
1. Theyshouldfocusmore on the conceptof theirproduct.
2. Some more featuresof UC Browsershouldbe showninthe TVCso that people canbe
enlightenedaboutthe featuresof UCBrowser.
3. Theyshouldmake a TVCwhichwill make the audience torememberthe brandname
too,beside the TVCstoryonly.
4. Theyshouldshowthe brandlogoonce more so thatpeople canrememberthe brand
logowhichwill helptorecognize the brandeasily.
5. At leastone keyfeature,whichmakesthemdifferentfromotherbrowsers,shouldbe
showninthe TVC.
Conclusion
In the endbasedonthe findingsof thisreportaboutthe TVCof UCBrowserwe can saythat we found
a lot new views from our focus group. In general where the TVC can be perceived as a good
commercial, but from the discussion we find out many of the loopholesthat this TVC have. Some of
the participants gave us some positive thoughts about the TVC; some of them gave us negative
thoughts. Theyalsogave ussome suggestionwhichwe discussedinthe report.The overalldiscussion
was helpful to conduct our recommendations regarding how this sort of commercials can be made
better to attract more of the consumers.

12. 6
Appendix
Participant Profile
Participant 1
Gender:Female
Age:21
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 2
Gender:Female
Age:21
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 3
Gender:Female
Age:22
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 4
Gender:Male
Age:22
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 5
Gender:Male
Age:22
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 6
Gender:Male
Age:23
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 7
Gender:Female
Age:21
Marital status:Unmarried
Education:Undergraduate
Occupation:Student
Participant 8
Gender:Male
Age:23
Marital status:Unmarried
Education:Undergraduate
Occupation:Student