The strategic marketing planning has analysed about Megaline service of the Sri Lanka Telecom PLC for the financial year 2015. The Sri Lanka Telecom PLC will achieve the specific goal and objectives in the year 2015.

2. • Sri Lanka Telecom is over 150 years trusted services,.
• SLT provides facilities and services in the areas of Voice, Data & Video.
• The blue chip of SLT’s group companies’ annual turnover about Rs.66 billion
• SLT PLC has achieved the profit over Rs.36 billion in 2013
• The SLT group has customer base of over 6 million including Multinational
Corporation, Large and Small Corporate, Public sector, Retail and Domestic
customers
• The two main shareholders of Sri Lanka Telecom PLC
– Sri Lankan government - 49.5%
– Global Telecommunication Holdings N.V. of Netherlands - 44.98%

3. • Vision - All Sri Lankans seamlessly connected with world class
information, communication and entertainment services.
• Mission - You're trusted and proven partner for innovative and exciting
communication experience delivered with passion, quality and
commitment.

4. Rs.12,000
Rs.7,000
Rs.11,000
Rs.10,000
Mega home or
Mega office
Mega home or
Mega office
Mega home or
Mega office
 Crystal clear voice
 Offer of voice, broadband and Peo TV services through a single line
 Island wide network coverage
 Low initial charge.
 Discounted IDD calls and free Value Added Service (VAS) bundles
 Call charges are reduced after 3rd minute.

5. • Sales are highest, but the rate of growth is slowing down
• Product differentiation & Product improvements
• High profits for those with high market share

6. Primary competitors Secondary competitors Possible new competitors
Lanka Bell CDMA
Dialog CDMA
Suntel CDMA
Citylink CDMA
Dialog
Etisalat
Mobitel
Airtel
Hutch
Tritel Services (Pvt) Ltd

7. Megaline Lanka Bell Dialog CDMA
Product packages Postpaid
Prepaid
Broadband
Peo Tv
Postpaid
Prepaid
Broadband
Postpaid
Prepaid
Broadband
Rental Rs.310.00 Rs.320.00 Rs.300.00
Customer base by 2013 1,071,246 786,454 212,000
Technology ADSL2+, VDSL2, 4G
LTE, FTTH, Wi-Fi
WiMAX, 4G LTE, Wi-
Fi
WiMAX, 4G LTE, Wi-
Fi
Distribution Network Teleshops, Abans,
Singer, Softlogic
Abans, Singer Abans, Singer, Softlogic
Promotional tools Free umbrella or
travelling beg, price
reduced at December
at, Facebook
TV , website, Print
media, direct marketing
Sponsorship, Facebook,
website, Print media.

8. Company Product
No of subscribers
(2013)
Market Share of Fixed
connection (2013)
Sri Lanka Telecom Megaline, Citylink CDMA 1,571,309 57%
Lanka Bell Limited Lanka Bell CDMA 786,454 30%
Dialog Axiata PLC
Dialog CDMA, Suntel
CDMA
349,837 13%
Total 2,707,600 100%
Sri Lanka
Telecom
PLC
57%
Lanka Bell
Limited
30%
Dialog
Axiata PLC
13%
Market share
Citylink
18.14%
SLT
Fixedline
57%
Megaline
38.86%

9. Strength
• High Brand reputation among the public
• Island wide network
• High-performing cable equipment (4G, Crystal
clear voice)
• Strong financial stability & Fixed investment
• Financial capability carryout new campaigns and
invest in R & D.
Opportunities
• Government develops technological
infrastructure.
• Connection termination is less by using the multi
package of SLT
• Telecommunication industry is in a growth
increasing sales potential.
Threats
• Increasing mobile connections reduce
the fixed line connection.
• Technological enhancement of
competitor – Dialog 4G
Weakness
• Not enough sales teams to initiate personal
selling.
• Communication tools ineffective
• Higher financial resources needs to
introduce or improve the technology

10. • Political
Influenced by TRCSL, Increase in development, Increase in Taxes
• Economic
Carrier opportunities, Per capita GDP, Country development increasing the VAT reduce
the customer affordability.
• Social
Increase Telephone density, Increase in living standards and urbane lifestyle,
• Technological
Availability of management information systems, other electronic repair services
connection, Increase the broadband
• Ecological
Eco friendly activities
• Ethical
Advertisements do no affect the customers and competitors
• Legal
Consumer law, Employment law, Entry of new competitors has controlled

11. SLT expects to increase its revenue by the multiple packages of Megaline. SLT has
achieved Rs 18 Billion revenue for Megaline for the financial year of 2013.
Therefore, it expects a higher sales turnover for the year 2015, comparatively then
the previous financial year. The sales objective has set as
“To achieve a Megaline revenue of Rs 22 Billion for the financial
year of 2015 in all island”

12.  Converting new single connection and existing single connection customers to
Double connection customer base by 15% and Triple Play connection customer
base by 10%.
 To increase the market share of Megaline by 15% within next three years.
 15% Conversions from the competitor to Megaline connection in 2015

13. Geographic Rural, Urban
Demographic Residential, Business
Psychographic Life Style
Behavioral Usage, Loyalty
Home customers
• Domestic users
Business customers
• Multi-national & enterprise
customers
• Public sector institutions
• Other operators/ wholesale
customers
• SME and retail customers

14. High service quality
Low service quality
Low PriceHigh Price
Megaline
Lanka Bell
CDMA
Citylink CDMA
Dialog CDMA
Suntel CDMA

15. 1. Product Strategy
Core Product - Voice
Actual Product - Broadband, PEO TV
Augmented Product - Free repairing services
2. Pricing Strategy
SLT used promotional pricing strategy to attracts more customers during April and
December.
Penetrating pricing strategy is appropriate to Increase the multiple connection &
obtaining potential consumers.
3. Distribution strategy
Teleshops – 36
Regional offices - 34
Maintenance centers – 22
Contact centers - 7
Bill Payments

16. 4. Promotional Strategy
Sales promotion PR activities Free Gift
Radio, TV Personal selling Facebook, Twitter & website

17. 5. Physical evidence strategy
• Staff Uniform
• Website design
• Labels, pennants, and other printed information
• All SLT outlets and vehicles place SLT Logo
6. Process Strategy
• Consumers can send the online application and attached the relevant supporting
documents.
• The regional office staffs do a feasibility checking and inform to the customer.
• Customers can make the online payment.
7. People Strategy
• Well educated and experienced staff
• Interpersonal and communication skills of staff
• Training and development programs to enhance the skills
• Rewards and Compensations
• Good relationship building and team work

18. Description Amount (Rs) Percentage
Revenue 22,000,000,000 100%
Expenditure
Operating cost 12,250,000,000 55.68%
Distribution expense 4,150,500,000
18.87%
Financial cost 2,116,900,000
9.62%
Total expenditure 18,517,400,000 84.17%
Profit before tax 3,482,600,000
Income tax expense 956,520,000
4.35%
Net profit 2,526,080,000 11.48%
Budget Assumption
The budgeting method will be done using Objective and Task method.

19. Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Situational analysis
Image analysis
Internal
communication
Corporate magazine
Public relations
Sponsor – Rugby
Sales promotion
TV Advertisement
Online campaign
Outdoor

20. Monitoring
• Conduct sales meetings – weekly
& monthly
• Monthly sales reports
• Quarterly review
• Annually review
• Motivating the SLT customer
service officers
• Customer research & analysis
Evaluation
• Time period of each activity.
• Staff confidence levels to
achieve the action plan.
• Positive perception and
motivation of the staff.
• Mail and e-mail surveys
• Communications audits
• Telephone surveys
• PR audits
• CRM
• Database searches