The Strategic Marketing Plan (SMP) presentation done for stage 3 of SLIM, PGDip of Marketing. This presentation was done on PEO Tv brand. I was criticized for not including marketing mix strategy, competitor analysis, PESTE analysis in this presentation. The criticism was constructive by the judging panel and I completely agree as it made me better in the subject. This slide is free to be used by anyone for academic purposes only

1. STRATEGIC MARKETING PLAN
H.D.S.T. PERERA (ID:0000022260)

2. The Company
• PEO TV - Personalized Entertainment Options Television
• A fully owned subsidiary of Sri Lanka Telecom
• Started operations in 2007
• Currently No. 2 with 28% market share
• USP – IPTV Technology. Signals transmitted through data line
• Unparalleled Value Added Services (VAS)
• PLC – Growth Stage
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3. Products (8 Packages)
Value Added Services
• Two channels on one
screen (PIP)
• Rewind TV (TSTV)
• Video on demand
• Music on demand
• Movie library
• On screen TV Guide
• Parental Control
• And more…
*Above rentals are subject to govt. taxes and levy
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4. Past 5 Years Performance
0.7 0.8
1.1
1.4
2.4
2011 2012 2013 2014 2015
Revenue (Rs. Billions)
45725
67757
87693
124851
174278
2011 2012 2013 2014 2015
Subscribers
4
40%

5. Market Analysis
• Total industry sales Rs. 9 Billion in 2015
• Market penetration 15% in 2015
5%
15%
28%
31%
0%
5%
10%
15%
20%
25%
30%
35%
2009 2014 2019 2023
Penetration%
Years
Growth Potential
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6. SWOT Analysis
Strengths
• SLT Brand Equity
• Infrastructure Capabilities
• Distribution Strength
Weaknesses
• Comparatively high pricing
• Customers lack knowledge
of IPTV benefits
Opportunities
• Government Ties
• Market Potential
• Technology development
Threats
• Taxing on Pay TV industry
• Sub continent players
• Mobile TV, Smart TV
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7. Marketing Objectives
• Increase sales from Rs. 2.5 billion to Rs. 5.0 billion by
31st June 2018, an increase of 50%
• Increase market share from 30% to 40% within the
period of 1st July to 31st June 2018, an increase of
10%
• Increase awareness of PEO TV’s USP from 30% to
40% from 1st July 2017 to 31st December 2017, an
increase of 10% from present awareness level
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8. Market Segmentation
Market Segments
• Households
– Non-SLT
– SLT Non-PEO TV
• Corporate
– Leisure
– Healthcare
– Restaurants
– Govt. Institutions
– NGOs, Embassies
– Religious/Charities
– Other
Family Size & Income,
Lifestyle, Usage Rate
Variables
Connections per location, usage
rate, preferred packages, VAS
expected
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9. Target Markets
• Households (SLT Customers)
– Over 3.5 Mn SLT subscriber in 2015
– Only 175,000 PEO TV users in 2015
• Corporate (Leisure & Healthcare)
– Multiple connections per location
– Packages by guests type
– Cross-selling with other SLT services
– All weather visibility (USP)
– IPTV Value Added Services (USP)
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10. Positioning
High Value
i.e. cost vs. benefits
Low Personalization
Low Value
High Personalization
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“The most personalized television experience with
unparalleled array of value added services”

11. Action Plan (In Detail)
Month Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Responsibility
Product Strategies (Marketing Mix) Depart Team Approval Deadline
Correct product quality issues Technical Shehan’s MM 31st Sep
Appoint brand ambassador Marketing Terrance’s CEO 30th Oct
New Product Development – PEO ENTRY
Idea Screening Marketing Terrance’s CEO 31st Jul
Concept Develop and Testing Technical Shehan’s MM 30th Aug
Business Analysis Finance Sahan’s FM 30th Aug
Product Development Technical Shehan’s MM 31st Sep
Test Marketing Marketing Terrance’s MM 30th Nov
Commercialization & Launch Marketing Terrance’s CEO 30th Nov
Promotional Strategies (Marketing Mix)
TV & Print Advertisements Marketing Terrance’s GM 31st May
Direct mail to SLT customers Marketing Terrance’s MM 31st May
Sales Promotion with Abans Marketing Terrance’s GM 30th Apr
Digital Marketing Campaign IT Lasith’s MM 30th Jun
Personal selling to non-PEO TV
users who are SLT customers
Area SM - AM 30th Apr
People Strategies (Marketing Mix)
Sales Training HR Ishanka’s HRM 30th Oct
Physical Evidence Strategies (Marketing Mix)
Calling bids for new uniforms Purchasing Aruna’s Pur. M 30th Aug
Ordering from selected supplier Purchasing Aruna’s GM 30th Aug
Handing new uniforms to staff Marketing Terrance’s MM 31st Sept11

12. Action Plan (Summarized)
Task Period Deadline Approval
Solve product quality issues Jul ‘17 – Sep ’17 31st Sep Technical
New Product Development Jul ‘17 – Feb ’18 28th Feb GM
Appoint new Brand Ambassador Sep ‘17 – Oct ’17 30th Oct CEO
Awareness campaign TV, Print Nov ’17 – May ’18 31st May MM
Promo with Abans Showrooms Nov ’17 – May ’18 31st May MM
Promo to SLT Cust. but non-Peo TV Nov ’17 – Apr ’18 30th Apr MM
Digital marketing campaign Aug ‘17 – Jun ’18 31st Jun MM
Training Sales Force Sep – Oct 2017 30th Oct HRM
New Uniforms Jul – Sep 2017 31st Sep GM
*Financial Period 01st July 2017 to 31st June 2018
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13. Budget
Description Value (Rs.) Amount (Rs.)
Sales 5,000,000,000
Cost of Sales 3,000,000,000
Gross Profit 2,000,000,000
Marketing Expenses Brand Ambassador 10,000,000
Fix quality issues 3,000,000
NPD 11,000,000
Promotions Mix 46,800,000
Sales Training 4,000,000
New Uniforms 600,000 75,400,000
Administration Expenses 500,000,000
Financial Expenses 250,000,000
Profit Before Taxes 1,174,600,000
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14. Monitoring and Evaluation
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Monitor &
Evaluation
Setting KPIs
Performances (From
Evaluation)
Continue Corrective Action
If YES If NO

15. Thank You
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