The document discusses the branding strategy for a new DTH service called Entertainment 24. It justifies the brand name, logo, and tagline which all reference providing 24/7 entertainment. The target market is urban and sub-urban residents aged 25-40 earning over 30k, who can afford the service. Product features include parental controls, favorites lists, and a 2-day electronic program guide. Pricing packages start at 299tk for 150+ channels. Promotion will utilize ATL, BTL, social media, and a TVC featuring brand ambassador Taskin Ahmed. The core problem is changing misconceptions that DTH is luxury, which an alliance with TV shops can help solve by bundling the service

1. 24
Brand Name Justification
Entertainment 24
Our brand name is justified because our DTH
service beams picture 24/7, even during electric
cutoff provided that the users have generator
connection.
Brand Logo Justification
Our brand logo is consistent with the name itself.
The logo has the word ‘Entertainment’ & ‘24’
which illustrates that our DTH service will
provide 24/7 entertainment.

2. Brand Tagline Justification
Our brand tagline justifies the fact that our DTH
service is a 24/7 service that would provide
uninterrupted entertainment.
এন্টারটেইনটেন্ট সারাদিন
আনটে কােু ক প্রদিদিন...।।
Brand Mantra Justification
Entertainment with best
quality, Availability &
Affordability.
Our promise is to provide quality DTH service
that is both available and affordable to our
customers.

3. Mission Vision
Becoming the best DTH
service brand in the country
Capturing the mind of
customers through
Availability, Affordability
& Best quality

4. S W
O T
Strength
Opportunity Threat
1. Highest video/picture quality with stereo sound.
2. Uninterrupted service with constant EIRP.
3. 300+ Channel.
4. Parental Control.
5. High Speed Internet.
Weakness
1. Higher installation cost
2. Higher customer acquisition cost
3. Low revenue per user
1. Less DTH service competitor in the industry.
2. Proper positioning will automatically make us
category leader.
3. Strategic alliance with Bangladesh Film, Media &
Sports events.
1. Stiff competition from cable operators and Indian
DTH service providers
2. Higher customer retention cost
3. Potential customers misconception about DTH
service

5. Analyzing
Target Market
Geographical
 Urban
 Sub-urban
 Age: 25-40
 Income: 30k+
Urban
Sub-urban
Rural
 Age:
18-25
25-50
50+
 Income:
0-30K
30K+
Demographical
Justification:
 People from these areas can afford the service as per the average income level.
 These areas are getting digitized every other day so it will be easier to reach them.
 People’s age from 25-50 usually the main earning member of the family.
 People earning over 30k seems to afford DTH service.

6. Product
Feature Description
Guide 2 days advance Programme
Guide with description
Parental Control  Enables to lock a channel
 Block programs based on
their content rating
 Can be unlocked only by
using your unique PIN
Favorites  Set up a personal
program guide of the
channels you watch the
most
 Assign personalized
names to your favorites
list – e.g. Mom, Dad, etc.
 Package:
 1 Dish
 1 LNB
 1 remote
 1 set top box
 1 HDMI cable
 1 electronic
guide
24
এন্টারটেইনটেন্ট সারাদিন
আনটে কােু ক প্রদিদিন...।।

7. Price
Silver Golden Platinum
299tk
Channels: 150+
399tk
Channels: 200+
499tk
Channels: 300+
** Set top box + Installation cost: 2000 tk Place
Head office Branch Office Special Branch
Kazi nazrul
Islam avenue,
Dhaka.
Rangpur, Sylhet,
Barishal,
Chittagong,
Mymensing,
Rajshahi,
Khulna
Cox’s Bazar

8. Promotion
THROUGH
THE LINE
(TTL)
ATL
TVC
Billboard
Social sites
Newspaper AD
Poster on
Motor Vehicle
BTL
Flyers with
newspaper
Youtube AD
Free samples to
office & hospitals

9. 24
 Video
recording
 300+
Channels
 Parental
control
 Stereo
Sound
Billboard:

10. The Core Problem
Peoples misconception about DTH service that
it is luxurious than cable operators.
THEBIG
IDEA
 Alliance with TV shops and dealers to
sell our product with their own TVs
We will provide our product at a highly reasonable
price which will change the misconception about
DTH service that it’s a luxury.

11. Curveball
Pre-launch
24
As Taskin Ahmed
is our Brand
Ambassador, with
him we will make
a TVC and also use
his brand value to
capture the mind
of our customers
before entering in
the market.