A carefully formulated insight on Direct to Home entertainment prospects in Bangladesh. Market Overview, Consumer Psychology & possible Market Segmentation approaches. Supported with Sales & Retail Channel development.

1. PPRROOJJEECCTT DDTTHH
Launching a successful
DTH operation with an
unshakable Brand and
Market footprint

2. WWWWWWWWhhhhhhhhaaaaaaaatttttttt IIIIIIIIssssssss DDDDDDDDTTTTTTTTHHHHHHHH????????
• A revolutionary new
tteelleevviissiioonn eexxppeerriieennccee wwiitthh
innumerable of your
favorite channels in HHHHiiiigggghhhh
DDDDeeeeffffiiiinnnniiiittttiiiioooonnnn CCCCllllaaaarrrriiiittttyyyy

3. Current DTH Market CCCCCCCuuuuuuurrrrrrrrrrrrrreeeeeeennnnnnnttttttt DDDDDDDTTTTTTTHHHHHHH MMMMMMMaaaaaaarrrrrrrkkkkkkkeeeeeeettttttt iiiiiiiinnnnnnnn BBBBBBBBaaaaaaaannnnnnnnggggggggllllllllaaaaaaaaddddddddeeeeeeeesssssssshhhhhhhh
• 8-11110000 llllooooccccaaaallll ccccoooommmmppppaaaannnniiiieeeessss are providing Indian DTH
products in the Bangladeshi Market
• 1-3333 llllooooccccaaaallll ccccoooommmmppppaaaannnniiiieeeessss can recharge from here
• The eeeennnnttttiiiirrrreeee ttttrrrraaaaddddeeee is not under any regulation, in other
words this is a GGGGrrrreeeeyyyy////BBBBllllaaaacccckkkk MMMMaaaarrrrkkkkeeeetttt
•• AApppprrooxxiimmaatteellyy 444444000000,,,,,,000000000000000000 hhhhhhaaaaaavvvvvveeeeee bbbbbbeeeeeeeeeeeennnnnn ssssssoooooolllllldddddd ssoo ffaarr iinn tthhee
country
• Almost 111100000000%%%% aaaarrrreeee hhhhoooouuuusssseeeehhhhoooolllldddd ccccuuuussssttttoooommmmeeeerrrrssss
• DDDDiiiisssshhhh TTTTVVVV &&&& TTTTaaaattttaaaa SSSSkkkkyyyy are the 2222 bbbbrrrraaaannnnddddssss available in the
market
• There is NNNNOOOO aaaafffftttteeeerrrr ssssaaaalllleeeessss sssseeeerrrrvvvviiiicccceeee of any form
• The qqqquuuuaaaalllliiiittttyyyy ooooffff tttthhhheeee ccccoooonnnntttteeeennnntttt iiiissss aaaa MMMMAAAASSSSSSSSIIIIVVVVEEEE jjjjuuuummmmpppp from the
analogue service of the local operators

4. The process of TTTTTTThhhhhhheeeeeee ppppppprrrrrrroooooooccccccceeeeeeessssssssssssss ooooooofffffff rrrrrrrreeeeeeeeaaaaaaaacccccccchhhhhhhhiiiiiiiinnnnnnnngggggggg yyyyyyyyoooooooouuuuuuuurrrrrrrr hhhhhhhhoooooooouuuuuuuusssssssseeeeeeee
Stadium shops display
these goods in their
showroom
Customer chooses a
package & the goods
are again bundled
Total Packages bought
from the store
Package dismantled
into individual
Supplies Stadium
Market shops their
The DEIVICE is paired
with the SYSTEM through
components
Individual Components
brought to the Border
required Qty
a SIM CARD
DTH partner in BD
collects them
The Device is then
installed in the
customers house
The DTH service now
goes LIVE & the customer
enjoys his new TV
The DTH
Market of the
7 SISTERs

5. VVVVVVVViiiiiiiissssssssuuuuuuuuaaaaaaaallllllll
DTH Installation on the Roof Top
Components that come in the Pack
• 1 Dish
• 1 LNB
• 1 Remote
• 1 Set Top Box
• 1 HDMI Cable
• 1 Connecting Cable

6. Product/PPPPPPPrrrrrrroooooooddddddduuuuuuucccccccttttttt///////SSSSSSSSeeeeeeeerrrrrrrrvvvvvvvviiiiiiiicccccccceeeeeeee SSSSSSSSppppppppeeeeeeeecccccccc iiiiiiiinnnnnnnn BBBBBBBBDDDDDDDD
– 9,800 - 16,100 startup package (1-6 months advance)
– 1,300/month Platinum package
– 8,500 components with installation
• 1 Dish,
• 1 LNB (HD or SD)
– 10,200 - 16,200 startup package (1-6 months advance)
– 1,200/month Platinum package
– 9,000 components with installation
• 1 Dish,
• 1 LNB (HD or SD)
• 1 Set Top Box,
• 1 Remote
• 1 SIM
– They sell only one package in BD
– Recharge needs to be done by Seller
– Any problem will require money on Servicing
– Approx 250 Channels
• 10 HD Channels - 2 sports (STAR HD)
• 100% of all SD & USD Channels
• 0 Bangladeshi Channels
• 1 Set Top Box,
• 1 Remote
• 1 SIM
– They sell only one package in BD
– Recharge needs to be done by Seller
– Any problem will require money on Servicing
– Approx 250 Channels
• 12 HD Channels - 1 sports (TEN HD)
• 100% of all SD & USD Channels
• 0 Bangladeshi Channels

7. SSUUCCCCEESSSSFFUULL
DDTTHH OOPPEERRAATTIIOONNSS
Case Study from India

8. DDDDDDDDIIIIIIIISSSSSSSSHHHHHHHH TTTTTTTTVVVVVVVV @@@@@@@@ aaaaaaaa ggggggggllllllllaaaaaaaannnnnnnncccccccceeeeeeee ((((((((22222222000000001111111100000000-22222222000000001111111133333333))))))))
########11111111 DDDDDDDDTTTTTTTTHHHHHHHH CCCCCCCCoooooooommmmmmmmppppppppaaaaaaaannnnnnnnyyyyyyyy iiiiiiiinnnnnnnn IIIIIIIINNNNNNNNDDDDDDDDIIIIIIIIAAAAAAAA
CCCCuuuussssttttoooommmmeeeerrrr bbbbaaaasssseeee ooooffff 11113333....99992222 mmmm aaaassss ooooffff MMMMaaaarrrrcccchhhh 2222000011113333
MMMMaaaarrrrkkkkeeeetttt sssshhhhaaaarrrreeee ooooffff 22229999%%%%
AAAAiiiirrrriiiinnnngggg 444400000000++++ cccchhhhaaaannnnnnnneeeellllssss
PPPPrrrrooooffffiiiitttt ooooffffRRRRssss.... 555555557777....8888 CCCCrrrroooorrrreeee, dddduuuurrrriiiinnnngggg tttthhhheeee 1111sssstttt QQQQttttrrrr ffffiiiissssccccaaaallll yyyyeeeeaaaarrrr 2222000011113333-11114444

9. SSSSSSSSWWWWWWWWOOOOOOOOTTTTTTTT - DDDDDDDDIIIIIIIISSSSSSSSHHHHHHHH TTTTTTTTVVVVVVVV
Strength:
– Vast distribution of dealers and customer
service across 6600 towns
– High No. of channels – Maximum Content
– Good mix of regional packages
– Good branding and marketing by roping in celebrities.
Weaknesses:
– Provides only Mpeg-2 compression against MPEG-4 by
competitors
– Low revenue per user compared to global
Industry
– High Customer Acquisition Cost
Opportunities:
– Strategic exclusive alliance with Bollywood
and sports events
– More roll out of CAS by Govt. of India
– Value added services and Gaming – Areas for revenue
gathering
Threats:
– Improved quality by digital players
– High Customer Retention Cost
– Stiff competition from cable operators
The RED highlights indicate what we will face in our industry

10. Success = Strategic SSSSSSSuuuuuuucccccccccccccceeeeeeessssssssssssss ======= SSSSSSStttttttrrrrrrraaaaaaattttttteeeeeeegggggggiiiiiiiccccccc BBBBBBBBuuuuuuuussssssssiiiiiiiinnnnnnnneeeeeeeessssssssssssssss MMMMMMMMooooooooddddddddeeeeeeeellllllll
OOuuttssoouurrccee
Outsource
Outsource

11. Success = SSSSSSSuuuuuuucccccccccccccceeeeeeessssssssssssss ======= DDDDDDDDiiiiiiiivvvvvvvveeeeeeeerrrrrrrrssssssssiiiiiiiiffffffffiiiiiiiieeeeeeeedddddddd SSSSSSSSttttttttrrrrrrrraaaaaaaatttttttteeeeeeeeggggggggyyyyyyyy
• As a new strategy to enter old
strongholds Dish TV has taken
advantage of the govt
regulation in place
•• TThheeyy aarree ttyyiinngg uupp wwiitthh
neighborhood operators for the
digitization process
• The neighborhood operators
will replace all household with
Dish TV boxes & will come under
a commission scheme for after
sales service & recharge

12. SSSSSSSSuuuuuuuucccccccccccccccceeeeeeeessssssssssssssss ======== PPPPPPPPaaaaaaaattttttttiiiiiiiieeeeeeeennnnnnnncccccccceeeeeeee
• After 2 years of serious Losses the
1,000,000
800,000
company 1 1st saw some profit on its
600,000
3rd year of operations. Before other
players came into the scene.
400,000 Series1
200,000
-
(200,000)

13. SSSSSSSSnnnnnnnnaaaaaaaapppppppp sssssssshhhhhhhhooooooootttttttt - LLLLLLLLaaaaaaaattttttttiiiiiiiinnnnnnnn AAAAAAAAmmmmmmmmeeeeeeeerrrrrrrriiiiiiiiccccccccaaaaaaaannnnnnnn MMMMMMMMaaaaaaaarrrrrrrrkkkkkkkkeeeeeeeetttttttt

14. IISS BBAANNGGLLAADDEESSHH
RREEAADDYY FFOORR DDTTHH ??
Before the journey

15. Behavior BBBBBBBeeeeeeehhhhhhhaaaaaaavvvvvvviiiiiiiooooooorrrrrrr iiiiiiiissssssss aaaaaaaannnnnnnn EEEEEEEEvvvvvvvvoooooooolllllllluuuuuuuuttttttttiiiiiiiioooooooonnnnnnnn
Every aspect of Desire is born out of exposure to something similar
Once the desire is set, it gives birth to new desires over time evolves into
a behavior
TThhiiss bbeehhaavviioorr tthheenn ppaavveess tthhee wwaayy ttoo aa wwhhoollee nneeww lliiffeessttyyllee
TTTThhhheeee DDDDeeeessssiiiirrrreeee ffffoooorrrr HHHHDDDD vvvviiiissssuuuuaaaallll ssssttttaaaarrrrtttteeeedddd NNNNooootttt ttttooooddddaaaayyyy,,,, NNNNooootttt iiiinnnn tttthhhhiiiissss
ccccaaaatttteeeeggggoooorrrryyyy iiiinnnn aaaa ccccoooommmmpppplllleeeetttteeeellllyyyy sssseeeeppppaaaarrrraaaatttteeee DDDDeeeevvvviiiicccceeee

16. Linking Insights LLLLLLLiiiiiiinnnnnnnkkkkkkkiiiiiiinnnnnnnggggggg IIIIIIInnnnnnnsssssssiiiiiiiggggggghhhhhhhtttttttsssssss ttttttttoooooooo EEEEEEEEvvvvvvvvoooooooolllllllluuuuuuuuttttttttiiiiiiiioooooooonnnnnnnn
Initial
interaction with
High Definition
Audio Visual in
BD was through
PC Games
about 12-14
years back
Game lovers
enjoyed the
experience
started
upgrading their
Graphics Cards
later also to
Large Screen
monitors
The progression
desire for High
Definition
experience
started to grow
seek out HD in
other forms –
HD DVD quality
movies BLU
RAY
With the
introduction of
HIGH SPEED
Broadband
Internet
WIMAX
downloading
HD/BLU RAY
movies became
a HUGE trend
LCD/LED
Television
Large Monitors
also were
gaining market
growth in
tandem
All these things
combined had
started an
innate desire to
watch things
HD…if possible
all things HD…
A large number
of this group
exists in society
Entertainment
in 40K houses
today are
powered with
TATA SKY
DISH TV . It is
now getting
clearer who is
the Target
Group
E V O L U T I O N
22000000 I N S I G H T S 22001144

17. DTH is DDDDDDDTTTTTTTHHHHHHH iiiiiiisssssss ccccccccoooooooommmmmmmmpppppppplllllllliiiiiiiimmmmmmmmeeeeeeeennnnnnnnttttttttaaaaaaaarrrrrrrryyyyyyyy ggggggggoooooooooooooooodddddddd
DTH
Buying
All TV buying
Customer
All Cable
TV User
Customer
LED/LCD TV
buying
Customer

18. LCD/LED LLLLLLLCCCCCCCDDDDDDD///////LLLLLLLEEEEEEEDDDDDDD TTTTTTTTVVVVVVVV sssssssscccccccceeeeeeeennnnnnnnaaaaaaaarrrrrrrriiiiiiiioooooooo iiiiiiiinnnnnnnn BBBBBBBBDDDDDDDD
• Walton sales data year on year
• Singer sales data year on year
• My One sales data year on year
•• SSaammssuunngg ssaalleess ddaattaa yyeeaarr oonn yyeeaarr
• Sony sales data year on year
• Others sales data year on year
XYZ thousand HD TV exists that is where the initial demand lies

19. Cable TV reach Market CCCCCCCaaaaaaabbbbbbbllllllleeeeeee TTTTTTTVVVVVVV rrrrrrreeeeeeeaaaaaaaccccccchhhhhhh MMMMMMMaaaaaaarrrrrrrkkkkkkkeeeeeeettttttt IIIIIIIInnnnnnnntttttttteeeeeeeerrrrrrrrpppppppprrrrrrrreeeeeeeettttttttaaaaaaaattttttttiiiiiiiioooooooonnnnnnnn
30.45% 41.025% 38.85%
40.6% (75.2-34.6) of the urban 54.7%
(55.3-0.6) of the 51.8%(64.2-12.4) have a TV in but NO Cable
rural population have a TV in but NO Cable
33.4% (78.3-44.9) of people earning above
BDT 15k have a TV in but NO Cable
94.5% of people earning above
BDT 15k have a TV
Factoring a Δ of 25% over 8 years
Leaving other conditions constant
100% 63.9%
7k 7k+

20. 2 Potential 2222222 PPPPPPPooooooottttttteeeeeeennnnnnntttttttiiiiiiiaaaaaaalllllll MMMMMMMMaaaaaaaarrrrrrrrkkkkkkkkeeeeeeeetttttttt EEEEEEEExxxxxxxxiiiiiiiissssssssttttttttssssssss
PPPPooootttteeeennnnttttiiiiaaaallll 1111
• High Quality entertainment
demanding segment
– Concentrated in the Urban
setting
PPPPooootttteeeennnnttttiiiiaaaallll 2222
• TV entertainment dependant
segment
– Concentrated in the Rural
setting
– Excellent Socio Economic
position
– Growing for the last 10-12 years
– Bored of the Normal Life the
City has to offer
– HQ Entertainment driven
– Willing able to maintain the
perfect Life
– Below Average - Average
Socio Economic position
– Devoid of other
Entertainment
– Hard working, aspiration
driven
– TV is the ONLY regular
entertainment

21. Summarizing SSSSSSSuuuuuuummmmmmmmmmmmmmaaaaaaarrrrrrriiiiiiizzzzzzziiiiiiinnnnnnnggggggg AAAAAAAAttttttttttttttttrrrrrrrraaaaaaaaccccccccttttttttiiiiiiiioooooooonnnnnnnn PPPPPPPPooooooooiiiiiiiinnnnnnnnttttttttssssssss
The size of this pppprrrreeeemmmmiiiiuuuummmm mmmmaaaarrrrkkkkeeeetttt is
not very large but ggggrrrroooowwwwiiiinnnngggg
sssstttteeeeaaaaddddiiiillllyyyy
44440000,,,,000000000000 DDDDTTTTHHHH subscribers of TTTTAAAATTTTAAAA
SSSSKKKKYYYY DDDDIIIISSSSHHHH TTTTVVVV already in
Bangladesh
These households are paying a
DDDDTTTTHHHH
A large, TV entertainment
hungry wwwwiiiitttthhhhoooouuuutttt tttthhhheeee rrrreeeeaaaacccchhhh ooooffff
ccccaaaabbbblllleeee TTTTVVVV exists in Bangladesh
Chance to be the 1sssstttt eeeennnnttttrrrraaaannnntttt
DDDDoooommmmiiiinnnnaaaatttteeee the Category
pppprrrreeeemmmmiiiiuuuummmmof approx 1111,,,,000000000000 –
1111,,,,555500000000 ppppeeeerrrr mmmmoooonnnntttthhhh to avail this
service
Sale on the RRRRIIIISSSSEEEE of High
Mid End Large screen
LLLLEEEEDDDD////LLLLCCCCDDDD TTTTVVVV

22. LLLLLLLLooooooooooooooookkkkkkkk bbbbbbbbeeeeeeeeffffffffoooooooorrrrrrrreeeeeeee yyyyyyyyoooooooouuuuuuuu LLLLLLLLeeeeeeeeaaaaaaaapppppppp
• Size of 11sssstttt potential is growing but demand being met by the
foreign Black Market players
• Size of 22nnnndddd potential is large but will take a significantly long
ttiimmee ttoo mmaattuurree
– Indian rural market has seen growth in the last 3 years of a 10 year
matured run
• This business has to be a long term evolution as it is based on
a behavior change
• Patience will be directly proportional to success

23. Approach AAAAAAApppppppppppppprrrrrrroooooooaaaaaaaccccccchhhhhhh ttttttttoooooooo tttttttthhhhhhhheeeeeeee mmmmmmmmaaaaaaaarrrrrrrrkkkkkkkkeeeeeeeetttttttt
Sales
Distribution
DDTTHH
Creating
the Brand
Customer
Service
Post
Purchase
A simple 4 forces approach to the market

24. CCRREEAATTIINNGG TTHHEE
‘‘‘‘BBBBRRRRAAAANNNNDDDD’’’’

25. BBBBBBBBrrrrrrrraaaaaaaannnnnnnnddddddddssssssss aaaaaaaarrrrrrrreeeeeeee ccccccccrrrrrrrreeeeeeeeaaaaaaaatttttttteeeeeeeedddddddd iiiiiiiinnnnnnnn tttttttthhhhhhhheeeeeeee CCCCCCCCoooooooonnnnnnnnssssssssuuuuuuuummmmmmmmeeeeeeeerrrrrrrrssssssss MMMMMMMMiiiiiiiinnnnnnnndddddddd
IIIItttt iiiissss NNNNOOOOTTTT aaaa NNNNaaaammmmeeee
IIIItttt iiiissss NNNNOOOOTTTT aaaa LLLLooooggggoooo
Name Awareness Experience +ive PTAT Delivers Dependable Part of Life Brand
IIIItttt iiiissss aaaa PPPPRRRROOOOMMMMIIIISSSSEEEE

26. MMMMMMMMaaaaaaaaiiiiiiiinnnnnnnn OOOOOOOObbbbbbbbjjjjjjjjeeeeeeeeccccccccttttttttiiiiiiiivvvvvvvveeeeeeee
MMMMaaaakkkkeeee TTTTeeeelllleeeevvvviiiissssiiiioooonnnn tttthhhheeee MMMMOOOOSSSSTTTT CCCCOOOOMMMMPPPPLLLLEEEETTTTEEEE
EEEENNNNTTTTEEEERRRRTTTTAAAAIIIINNNNMMMMEEEENNNNTTTT eeeexxxxppppeeeerrrriiiieeeennnncccceeee aaaammmmoooonnnnggggsssstttt
BBBBaaaannnnggggllllaaaaddddeeeesssshhhhiiii HHHHoooouuuusssseeeehhhhoooolllldddd

27. OOOOOOOObbbbbbbbjjjjjjjjeeeeeeeeccccccccttttttttiiiiiiiivvvvvvvveeeeeeeessssssss
• Become the #1 choice of DTH in
each household with a Television
– Deliver Content ranging relevant -
ddyynnaammiicc
– Creating a Strong Positioning idea
– Awareness Comm 1st hand
Experience
– Entertainment centric Brand
Executions

28. Market
Ambition Capabilities
Long Term
Vision Plan
SWOT
Competition
Make TV the Most Complete Home
Entertainment in BD HH
We are the ONLY DTH player in a
Market, dominated by CO
We have a unique product whose
Strength is unparallel
We want to become the #1 Brand in
terms of DTH Home Entertainment
Near Term
Establish a Dynamic Operational
Process for Plan
Customer Satisfaction
Execution
Customer
Technology
Vital Few Priorities
Carry out Flawless Brand Executions to KRAs and KPIs
create a place in the consumers mind

29. OOUURR
SSCCEENNAARRIIOO
Tough Going

30. CCCCCCCChhhhhhhhaaaaaaaalllllllllllllllleeeeeeeennnnnnnnggggggggeeeeeeeessssssss
• Enter a market that is DOMINATED
by 2 decade old Cable TV Industry
• ATTITUDE of the people about
technical accessories they don’t
kknnooww
• Most regard the unknown DTH as
a Luxury that is NOT REQUIRED
• The Perception or lack of it means
there needs to be a learning curve
for the Customer as well
• The NEED to place the product to
the right consumer become
IMPERATIVE

31. EEEEEEEExxxxxxxxppppppppeeeeeeeerrrrrrrriiiiiiiieeeeeeeennnnnnnnttttttttiiiiiiiiaaaaaaaallllllll FFFFFFFFaaaaaaaaccccccccttttttttoooooooorrrrrrrr
• As a product that is
ccccoooommmmpppplllleeeetttteeeellllyyyy eeeexxxxppppeeeerrrriiiieeeennnnttttiiiiaaaallll
in nature lots of uuuunnnnsssseeeeeeeennnn
bbbbaaaarrrrrrrriiiieeeerrrrssss will come into
This
Product is
all about
Experience
Experience
will drive
WOM
Seeing is
Believing
play.
• It will be mostly a bbbbaaaattttttttlllleeee
ooooffff tttthhhheeee mmmmiiiinnnndddd than
anything
KEY
Factors
WWOOMM
Communic
ation will
only aware
Multiple
Value
Addition
BBeelliieevviinngg
Believing is
Creating
that desire

32. Strength
The BEST Television Viewing experience the market
has @ the moment
Technically FAR superior than current Cable Operators
Service
Weakness
Multiple Technical Components have to be imported
making the product COSTLY
Product Cost for consumer much higher than the
alternate solution
Due to multiple large valuable technical equipments
involved, Warehousing Cost is also High
OOOOOOOOuuuuuuuurrrrrrrr SSSSSSSSWWWWWWWWOOOOOOOOTTTTTTTT
Huge Lead Time for entire operation to set up
Each HD Channels cost extra from basic package
Threat
Entry of Competitors in the near future
Cable Operators upgrading their output with fiber
optics
Bashundhara Residential area Sylhet Metropolitan
are is already under a digitized system
Opportunity
Chance to be the 1st entrant into this Market
Become the 1st LOCAL BRAND to establish the Category
in the consumers Mind
Proper Brand positioning will automatically make us
Category Leaders
Using an established hope appliance distribution
system will reduce cost
Market the product specific segments

33. HHHHHHHHOOOOOOOOWWWWWWWW ttttttttoooooooo ggggggggoooooooo aaaaaaaabbbbbbbboooooooouuuuuuuutttttttt iiiiiiiitttttttt????????
Demonstrate the FUN
of TV viewing
experience in a whole
NEW WAY
Own the MINDSET of
people with a strong
POSITIONING
Strategic
Initiatives
Design the product to
satisfy NOT ONLY the
desire of the Target Group
BUT ALSO the relevance of
the User Group
Identify the Correct
TARGET GROUP
through market
segmentation

34. UUNNDDEERRSSTTAANNDDIINNGG
CCCCOOOOMMMMPPPPEEEETTTTIIIITTTTIIIIOOOONNNN
Know thy enemy

35. Current DTH Market CCCCCCCuuuuuuurrrrrrrrrrrrrreeeeeeennnnnnnttttttt DDDDDDDTTTTTTTHHHHHHH MMMMMMMaaaaaaarrrrrrrkkkkkkkeeeeeeettttttt iiiiiiiinnnnnnnn BBBBBBBBaaaaaaaannnnnnnnggggggggllllllllaaaaaaaaddddddddeeeeeeeesssssssshhhhhhhh
• 8-11110000 llllooooccccaaaallll ccccoooommmmppppaaaannnniiiieeeessss are providing DTH packages to the
Bangladeshi Market
• 1-3333 llllooooccccaaaallll ccccoooommmmppppaaaannnniiiieeeessss can recharge from here
• The eeeennnnttttiiiirrrreeee ttttrrrraaaaddddeeee is not under any regulation, in other words this
is a GGGGrrrreeeeyyyy////BBBBllllaaaacccckkkk MMMMaaaarrrrkkkkeeeetttt
•• AApppprrooxxiimmaatteellyy 4444444400000000,,,,,,,,000000000000000000000000 hhhhhhhhaaaaaaaavvvvvvvveeeeeeee bbbbbbbbeeeeeeeeeeeeeeeennnnnnnn ssssssssoooooooolllllllldddddddd ssoo ffaarr iinn tthhee ccoouunnttrryy
• Almost 111100000000%%%% aaaarrrreeee hhhhoooouuuusssseeeehhhhoooolllldddd ccccuuuussssttttoooommmmeeeerrrrssss
• DDDDiiiisssshhhh TTTTVVVV TTTTaaaattttaaaa SSSSkkkkyyyy are the 2222 bbbbrrrraaaannnnddddssss available in the market
• PPPPaaaayyyymmmmeeeennnntttt iiiissss aaaa mmmmaaaajjjjoooorrrr hhhhaaaasssssssslllleeee as it has to be done through
International CC or through the seller channel
• There is NNNNOOOO aaaafffftttteeeerrrr ssssaaaalllleeeessss sssseeeerrrrvvvviiiicccceeee of any form
• The qqqquuuuaaaalllliiiittttyyyy ooooffff tttthhhheeee ccccoooonnnntttteeeennnntttt iiiissss aaaa MMMMAAAASSSSSSSSIIIIVVVVEEEE jjjjuuuummmmpppp from the analogue
service of the local operators

36. CCCCCCCCaaaaaaaabbbbbbbblllllllleeeeeeee TTTTTTTTVVVVVVVV IIIIIIIInnnnnnnndddddddduuuuuuuussssssssttttttttrrrrrrrryyyyyyyy LLLLLLLLooooooooccccccccaaaaaaaallllllll ppppppppllllllllaaaaaaaayyyyyyyyeeeeeeeerrrrrrrrssssssss
The Cable Operator
Industry is not bound
under a framework
The overall business is
run by muscle power
in the ‘last mile’ end
Service quality
offered is overall poor
The organization has
There is also below par
technical knowledge
among the on-ground
technical support
The Cable Operators have
formed their own association
called COAB (Cable
Operators Association of
Bangladesh)
made some minor
successes by creating
unity in a very hostile
The Major players in the Industry are:
market practices
Combined market share of the 3 could be between 40%-60% of the entire Cable TV market

37. Customers View on Cable CCCCCCCuuuuuuussssssstttttttooooooommmmmmmeeeeeeerrrrrrrsssssss VVVVVVViiiiiiieeeeeeewwwwwww ooooooonnnnnnn CCCCCCCaaaaaaabbbbbbbllllllleeeeeee TTTTTTTTVVVVVVVV eeeeeeeexxxxxxxxppppppppeeeeeeeerrrrrrrriiiiiiiieeeeeeeennnnnnnncccccccceeeeeeee
• Many Cable operators provide
almost all the channels where
• Many cable operators don't/cannot
provide channels where the real
entertainment is on. The ones that
are not there, they switch it on
during the program
• Monthly fee very stable very
nominal charge for extra TV
connections
• Cable TV reception gotten better in
many areas
entertainment is shown
• Being in one area a person has no
choice but to take the operator of the
neighborhood
• Current Cable Service has gotten
better but unfortunately still below
expectations..

38. UUNNDDEERRSSTTAANNDDIINNGG
TTTTHHHHEEEE CCCCOOOONNNNSSSSUUUUMMMMEEEERRRR
Social Truth the
Horizon

39. BBBBBBBBeeeeeeeennnnnnnnggggggggaaaaaaaalllllllliiiiiiii MMMMMMMMiiiiiiiinnnnnnnnddddddddsssssssseeeeeeeetttttttt
Television provides a
Peace of Mind
They are Happy with
Logic over Desire when minimum positive aspects
It’s a low income society
where high price of
experience is a concept
not understood by
majority
The general Bangladeshi
is a simple fellow
it comes to Luxury

40. Bengali BBBBBBBeeeeeeennnnnnngggggggaaaaaaallllllliiiiiii HHHHHHHHoooooooouuuuuuuusssssssseeeeeeeehhhhhhhhoooooooolllllllldddddddd TTTTTTTTVVVVVVVV hhhhhhhhaaaaaaaabbbbbbbbiiiiiiiittttttttssssssss
Children
1. Kids mostly watch
cartoons, movies
selective Reality TV
Adolescent - Young Adults
They watch
Sports, Music Reality
shows the most
Children
1. Kids mostly watch
cartoons, movies
selective Reality TV
Senior Citizen
1. They mostly watch
Movies, News, Lifestyle
programs, Family
drama, Sports, Specific
music Reality tv
Middle Age
1. They mostly watch
Sports, Movies, Drama
Series, Music Reality
Children
1. Kids mostly watch
cartoons, movies
selective Reality TV
Children
1. Kids mostly watch
cartoons, movies
selective Reality TV

41. PPPPPPPPeeeeeeeerrrrrrrrcccccccceeeeeeeeppppppppttttttttiiiiiiiioooooooonnnnnnnn ooooooooffffffff DDDDDDDDTTTTTTTTHHHHHHHH
They perceive it
to be expensive
They perceive
‘Clarity’ as a luxury
with ‘Just a
noticeable difference
General People
have a Vague idea
about the DTH
service
They perceive the
product to be
Technically Intensive
They perceive all
Channels are/will
be HD
Most ideas are
on a WOM level
They perceive the
owners to be well
off

42. UUNNDDEERRSSTTAANNDDIINNGG
DTH
TTTTEEEECCCCHHHHNNNNOOOOLLLLOOOOGGGGYYYY
DTH exposed

43. TTTTTTTTrrrrrrrruuuuuuuutttttttthhhhhhhh aaaaaaaabbbbbbbboooooooouuuuuuuutttttttt DDDDDDDDTTTTTTTTHHHHHHHH
The Product is
Expensive
The Differentiating
Factor
It is a High
Involvement Product
• Set Top Box
• Proposed BDT 7,000
• Picture Clarity is
Clearly Noticeable
• Dish Antennae
• Dynamic remote
• Signal Strength based
installation
• Pairing the Device
• 4 steps to get to the
end product
for start up cost
• Proposed BDT 500 for
monthly fee
• Possible number of
channels given will be
= to what CO is
already giving
• SD Channels are
Spotlessly Clear HD
Channels are Brilliantly
Clear
•The best result is an
‘experience ‘ that is
another luxury
equipment specific

44. Technical TTTTTTTeeeeeeeccccccchhhhhhhnnnnnnniiiiiiicccccccaaaaaaalllllll RRRRRRRReeeeeeeeaaaaaaaalllllllliiiiiiiittttttttyyyyyyyy ooooooooffffffff DDDDDDDDTTTTTTTTHHHHHHHH
+
+
=
=
Normal
Good
but
+
+
=
=
deleted sides
Normal
Brilliant
SD+USD+HD
+
Output
ONLY

45. Psychological PPPPPPPsssssssyyyyyyyccccccchhhhhhhooooooolllllllooooooogggggggiiiiiiicccccccaaaaaaalllllll RRRRRRRReeeeeeeeaaaaaaaalllllllliiiiiiiittttttttyyyyyyyy
Repetitive exposure to HD
visual renders SD visual
inferior undesirable
The eye takes about 5-7 minutes
to adjust when jumping from HD
visual to SD visual
During that time the SD visual seems
even more distorted than actual
1st time your eyes experience
DTH, it is truly a WOW moment
esp. HD Channels

46. DDEEFFIINNIINNGG
TTAARRGGEETT
GGGGRRRROOOOUUUUPPPP
Finding the Customer

47. To have a successful marketing campaign, WWWWEEEE mmmmuuuusssstttt kkkknnnnoooowwww
exactly who we are TTTTAAAARRRRGGGGEEEETTTTIIIINNNNGGGG, and WWWWHHHHYYYY
That’s why before we find out who is/are our ttttaaaarrrrggggeeeetttt ggggrrrroooouuuuppppssss
let us aaaannnnsssswwwweeeerrrr some Questions which will hhhheeeellllpppp uuuussss ttttoooo kkkknnnnoooowwww
who they are…

48. What is the purpose of what
we will sell? Is it designed to
satisfy a basic need or is it a
luxury item
The main purpose is to redefine TV
entertainment YES it is designed to satisfy
the Need for basic entertainment to the
Demand for High Quality Entertainment for
respective target groups you wish to serve.
In other words this service/product can be
multi segment customizable
NO cable required, NO LCO or MCR
involved, DIGITAL CLARITY picture
quality, availability of HD
What makes our product
or service unique?
channels, provision for package
customization, provision for Content
On Demand. All these combined makes
a whole NEW concept of TV
Entertainment for every TV HH

49. YES it does offer solutions based on the
perspective of each segments problem. It
brings HD quality Digital Picture Clarity more
(system dynamic) to the high end segment. For
the Lower end segment devoid of multi
Does our product or service offer
a solution to a problem that
people have – does it make their
lives better in some way? What
are its benefits?
channel entertainment, it brings them the
choice of many local foreign channels.
Overall the quality of LIFE improves with the
new quality of entertainment.

50. So, based on this…
Price:
Features/Benefits: 1. 2. 3. 4. 5.
We can divide our TGs into 3 categories…
1. Urban 2. Sub-Urban 3. Rural

51. URBAN
SUB-URBAN
RURAL

52. UUUUUUUUrrrrrrrrbbbbbbbbaaaaaaaannnnnnnn –– PPPPPPPPrrrrrrrrooooooooffffffffiiiiiiiilllllllleeeeeeee 11111111
Psychographic Profile
•Successful
•Social
•Knowledgeable
••TTeecchh LLoovveerr
•Smartphone/TAB/PAD user
•Online Savvy
•Western/Indian media Influenced
•Long time Movie Lover
•Long time Sports Lover
•One Time Gamer
•Workaholic
•Not very Active
Age : 30 - 40
• Pvt Service/Entrepreneur
• HH Income – 100k+
• Bank A/C holder
• Smartphone user
• Social Media user
• May Own 1 car
• Possible Family
• Many Live in own space

53. UUUUUUUUrrrrrrrrbbbbbbbbaaaaaaaannnnnnnn –– PPPPPPPPrrrrrrrrooooooooffffffffiiiiiiiilllllllleeeeeeee 22222222
Psychographic Profile
•Highly Social
•Active
Age : 18 - 30
••TTeecchh LLoovveerr
•Smartphone/TAB/PAD user
•Online Savvy
•Western/Indian media Influenced
•Long time Movie Lover
•Long time Reality TV lover
•Long time Sports Lover
•Long Time Gamer
•Long hours spent on screen
• Student / Young Exec
• Pvt Uni / IBA / BUET / MNC / LL
• Income 25K+
• HH Income 80K+
• Bank A/C holder
• Smartphone user
• Social Media user
• Mostly single
• Most Live with parents

54. SSSSSSSSuuuuuuuubbbbbbbb UUUUUUUUrrrrrrrrbbbbbbbbaaaaaaaannnnnnnn –– PPPPPPPPrrrrrrrrooooooooffffffffiiiiiiiilllllllleeeeeeee
Psychographic Profile
•Family man
Good social standing among Family
Age : 25 - 35
• Young Entrepreneur/Skilled Worker
• Bachelors/B Com
•HH Income 25K+
• Bank A/C holder
•Cell phone user
• Access to Computer
• Mostly married with children
• Most Live with parents
••Exposed to City lifestyle
•TV entertainment Lover
•Sends children to school
•Looks to improve Standard of Living constantly
•Gives family time on weekends
•Politically motivated

55. TTTTTTTThhhhhhhheeeeeeee RRRRRRRRuuuuuuuurrrrrrrraaaaaaaallllllll DDDDDDDDyyyyyyyynnnnnnnnaaaaaaaammmmmmmmiiiiiiiiccccccccssssssss
Community
Mindset
SSeemmii--IIlllliitteerraattee
Matbor
Imam
VViillllaaggee PPoolliittiiccss
RReelliiggiioouuss
Ultra
Conservative
Local Politician
Head Master
Wealthy Land
Owner
Chairman

56. RRRRRRRRuuuuuuuurrrrrrrraaaaaaaallllllll –– PPPPPPPPrrrrrrrrooooooooffffffffiiiiiiiilllllllleeeeeeee 11111111
Psychographic Profile
•Active
A more
comprehensive
• Farmer / Small Trader
•HH Income 15K+
• Cell phone user
• Land/Small Business Owner
• Possible Tractor owner
• Married with children
•Family man
STUDY/RESEARCH is
Mostofa Sarwar Farooqui’s
Film Television gives some
•Good social standing among community
•Exposed to City lifestyle
•Bangla Cinema Lover
•Sends children to school
required before
idea of how complex this
‘market Approach will to be
Rural
Market’ can be
•Looks to improve business constantly
•Participates in community activity
•Politically motivated
created
Age : 25 - 40

57. Market entry MMMMMMMaaaaaaarrrrrrrkkkkkkkeeeeeeettttttt eeeeeeennnnnnntttttttrrrrrrryyyyyyy @@@@@@@@ 22222222 ppppppppaaaaaaaacccccccckkkkkkkkaaaaaaaaggggggggeeeeeeee ppppppppooooooooiiiiiiiinnnnnnnnttttttttssssssss
• HD visual hungry able
– Premium package
– Basic + add ons
– Urban touch points
• TV entertainment hungry
willing
– Basic package
– Rural touch points
– High Lifestyle proposition
– Magic of more HD
– Dynamic System
– Value Added Services
• COD (Content on Demand)
• MOD (Movie on Demand)
– Value proposition
– Magic of more CHANNELS

58. Example of a successful EEEEEEExxxxxxxaaaaaaammmmmmmpppppppllllllleeeeeee ooooooofffffff aaaaaaa sssssssuuuuuuucccccccccccccceeeeeeessssssssssssssfffffffuuuuuuulllllll 22222222 MMMMMMMMaaaaaaaarrrrrrrrkkkkkkkkeeeeeeeetttttttt tttttttthhhhhhhheeeeeeeeoooooooorrrrrrrryyyyyyyy
• HD visual hungry able
– Magic of more HD
experience
– High Lifestyle
• TV entertainment hungry
willing
– Magic of MORE for LESS
–– VVaalluuee ffoorr MMoonneeyy

59. PPOOSSIITTIIOONNIINNGG
The KEY to being
a Successful Brand

60. Establishing EEEEEEEssssssstttttttaaaaaaabbbbbbbllllllliiiiiiissssssshhhhhhhiiiiiiinnnnnnnggggggg tttttttthhhhhhhhrrrrrrrroooooooouuuuuuuugggggggghhhhhhhh PPPPPPPPoooooooossssssssiiiiiiiittttttttiiiiiiiioooooooonnnnnnnniiiiiiiinnnnnnnngggggggg
positioning is…
one word with which the customer
perceives the brand distinguishes it from
competition

61. first link
between
consumer the
brand
small
luxury
safe
Reliable
spells out the main benefit
makes buying decision easier
reflects the core brand strength
around which other elements are
designed

62. HHHHHHHHoooooooowwwwwwww iiiiiiiissssssss iiiiiiiitttttttt ddddddddeeeeeeeerrrrrrrriiiiiiiivvvvvvvveeeeeeeedddddddd????????
Customer
Benefit
Brand
Promise
Brand
personality
Brand
associations
Will drive the
End user benefit Will help to build the
3 Brand properties
Business
USP
PPoossiittiioonniinngg
consumer
insight
It starts with a
consumer insight
Will help to create
the positioning
Based on which
The USP of business is created

63. OOOOOOOOuuuuuuuurrrrrrrr DDDDDDDDeeeeeeeerrrrrrrriiiiiiiivvvvvvvvaaaaaaaattttttttiiiiiiiioooooooonnnnnnnn
Life
enriching
Experience
Brand
Promise
Brand
personality
Brand
associations
TV
entertainment
redefined
Get more
out of life
I wish I had more options
in TV so that I could enjoy
more time with my fnf

64. We want the WWWWWWWeeeeeee wwwwwwwaaaaaaannnnnnnttttttt ttttttthhhhhhheeeeeee ccccccccoooooooonnnnnnnnssssssssuuuuuuuummmmmmmmeeeeeeeerrrrrrrr ttttttttoooooooo ssssssssaaaaaaaayyyyyyyy........................
BBBBBBBBeeeeeeeennnnnnnnggggggggaaaaaaaallllllll SSSSSSSSKKKKKKKKYYYYYYYY ggiivveess mmee tthhee mmoosstt
CCCCOOOOMMMMPPPPLLLLEEEETTTTEEEE EEEENNNNTTTTEEEERRRRTTTTAAAAIIIINNNNMMMMEEEENNNNTTTT
I can possibly get on TTTTVVVV

65. LLOOGGOO FFOORR
BBEENNGGAALL SSKKYY
Identity

66. We need a LOGO, which will
rreepprreesseenntt
BBBBeeeennnnggggaaaallll SSSSkkkkyyyy’’’’ssss
ACTION and REFLECTION on it

67. A logo doesn’t sell, it identifies…
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A
logo is less important than the product it signifies; what it means is more important than what it looks
like.
-PAUL RAND

68. So how we looked at it!
Whenever we talk or think about cable TV channels, dish antenna or satellite…
There are some common visual queues that pop up in our minds

69. OOOOOOOOppppppppttttttttiiiiiiiioooooooonnnnnnnn 11111111

72. OOOOOOOOppppppppttttttttiiiiiiiioooooooonnnnnnnn 22222222

74. OOOOOOOOppppppppttttttttiiiiiiiioooooooonnnnnnnn 44444444

75. How we looked at it!
OOOOOOOOppppppppttttttttiiiiiiiioooooooonnnnnnnn 55555555
+ +

78. CCOOMMMMUUNNIICCAATTIIOONN
Launch Ideas

79. TTTTTTTTVVVVVVVVCCCCCCCC BBBBBBBBaaaaaaaasssssssseeeeeeeedddddddd
• VVVVIIIISSSSUUUUAAAALLLLLLLLYYYY
IIIIMMMMPPPPAAAACCCCTTTTFFFFUUUULLLL
• IIIINNNNFFFFOOOORRRRMMMMAAAATTTTIIIIVVVVEEEE
• CCCCAAAALLLLLLLL FFFFOOOORRRR AAAACCCCTTTTIIIIOOOONNNN
SSSSMMMMAAAARRRRTTTTLLLLYYYY embedded
in Heading
• Mentioning we are
the PPPPIIIIOOOONNNNEEEEEEEERRRRSSSS of
service

80. CCCCCCCCeeeeeeeelllllllleeeeeeeebbbbbbbbrrrrrrrriiiiiiiittttttttyyyyyyyy
EEEEEEEEnnnnnnnnddddddddoooooooorrrrrrrrsssssssseeeeeeeemmmmmmmmeeeeeeeennnnnnnntttttttt
• PPPPEEEERRRRSSSSOOOONNNNAAAA
IIIIMMMMPPPPAAAACCCCTTTTFFFFUUUULLLL
• IIIINNNNFFFFOOOORRRRMMMMAAAATTTTIIIIVVVVEEEE
• EEEEnnnnddddoooorrrrsssseeeedddd CCCCAAAALLLLLLLL FFFFOOOORRRR
AAAACCCCTTTTIIIIOOOONNNN

81. PPPPPPPPrrrrrrrroooooooodddddddduuuuuuuucccccccctttttttt
pppppppprrrrrrrroooooooommmmmmmmoooooooottttttttiiiiiiiioooooooonnnnnnnn
Product Promotion
• IIIINNNNFFFFOOOORRRRMMMMAAAATTTTIIIIVVVVEEEE
• BBBBRRRRAAAANNNNDDDD NNNNAAAAMMMMEEEE Highlight
• PPPPRRRROOOODDDDUUUUCCCCTTTT Highlight
•• CCCCCCCCAAAAAAAALLLLLLLLLLLLLLLL FFFFFFFFOOOOOOOORRRRRRRR AAAAAAAACCCCCCCCTTTTTTTTIIIIIIIIOOOOOOOONNNNNNNN SSSSSSSSMMMMMMMMAAAAAAAARRRRRRRRTTTTTTTTLLLLLLLLYYYYYYYY
embedded in Heading
• Mentioning we are the PPPPIIIIOOOONNNNEEEEEEEERRRRSSSS
of service

82. AAAAAAAATTTTTTTTLLLLLLLL PPPPPPPPrrrrrrrroooooooommmmmmmmoooooooottttttttiiiiiiiioooooooonnnnnnnnaaaaaaaallllllll CCCCCCCCoooooooosssssssstttttttt
Newspaper Ins
Total
Size
Color Cost
Prothom Alo 8 360 4 Color 4,224,000
The Daily Star 8 480 4 Color 3,456,000
VAT @ 15% 1,152,000
Total 16 840 8,832,000
Press
Television Duration Day Qty/Day Qty 1st Week Cost
Maasranga
60 Sec 7 Days
37 259 6,825,000
Channel i 27 189 6,618,500
NTV 34 238 6,237,000
ATN News 8 56 2,877,000
Total 106 742 22,557,500
TVC

83. OOuurr aapppprrooaacchh aarrmmeedd wwiitthh kknnoowwlleeddggee
1. Positioning will be done through Thematic communication which will
define our Differentiating Factor brand essence.
22.. EExxppeerriieennccee//sseerrvviiccee wwiillll bbee hhaannddlleedd aass aa ttaaccttiiccaall iissssuuee wwiitthh
activations, we will keep on communicating them as we develop them
3. TG tapping will be done through specific channel development
4. All other communication will be in line with our positioning

84. Feedback FFFFFFFeeeeeeeeeeeeeedddddddbbbbbbbaaaaaaaccccccckkkkkkk DDDDDDDDiiiiiiiissssssssccccccccuuuuuuuussssssssssssssssiiiiiiiioooooooonnnnnnnn
Your INPUTS
NNOOWW wwee nneeeedd ttoo kknnooww DDEETTAAIILLSS ooff tthhee
PRODUCT
Based on your inputs, revision on this
communication/creative strategy.

85. TTHHAANNKK YYOOUU
Was a pleasure