Unit 02 Marketing Essentials: Marketing Plan for Sri Lanka Telecom PLC

This report presents a comprehensive marketing plan for Sri Lanka Telecom PLC, developed as part of a Higher National Diploma (HND) in Business Management course, specifically Unit 02: Marketing Essentials. The assignment begins with a comparative analysis of Sri Lanka Telecom PLC and its main competitor, Dialog, examining their product attributes, branding strategies, pricing, distribution, and promotional activities using the 7Ps marketing mix framework. The report then transitions into the development of a strategic marketing plan for Sri Lanka Telecom PLC. This plan includes a company analysis, situation analysis incorporating market overview, consumer behavior, and competitive analysis, a PEST analysis, and detailed marketing strategies including objectives, segmentation, targeting, and positioning. The core of the plan focuses on the 7Ps marketing mix, with specific strategies for product, price, place, promotion, people, process, and physical evidence, alongside budgeting, implementation, and control measures. The report aims to align marketing mix objectives with organizational strategies to achieve business goals, incorporating a SWOT analysis and action plans to monitor and evaluate progress.

1
Higher Nationals
Internal verification of assessment decisions – BTEC (RQF)
INTERNAL VERIFICATION – ASSESSMENT DECISIONS
Programme title HND in Business Management
Assessor Internal Verifier
Unit(s) Unit 02: Marketing Essentials
Assignment title Developing and Evaluating marketing plan by aligning marketing mix objectives with
organizational strategies
Student’s name
List which assessment
criteria the Assessor has
awarded.
Pass Merit Distinction
INTERNAL VERIFIER CHECKLIST
Do the assessment criteria awarded
match those shown in the assignment
brief?
Y/N
Is the Pass/Merit/Distinction grade awarded
justified by the assessor’s comments on the
student work?
Y/N
Has the work been assessed
accurately? Y/N
Is the feedback to the student:
Give details:
• Constructive?
• Linked to relevant assessment
criteria?
• Identifying opportunities for
improved performance?
• Agreeing actions?
Y/N
Y/N
Y/N
Y/N
Does the assessment decision need
amending? Y/N
Assessor signature Date
Internal Verifier signature Date
Programme Leader signature (if
required) Date
RUZNI BAZAHIR ME ASSINGMENT 02

2
Confirm action completed
Remedial action taken
Give details:
Assessor signature Date
Internal Verifier
signature Date
Programme Leader
signature (if required) Date
RUZNI BAZAHIR ME ASSINGMENT 02

3
Higher Nationals - Summative Assignment Feedback Form
Student Name/ID
Unit Title Unit 02: Marketing Essentials
Assignment Number Assignment 02 Assessor
Submission Date Date Received 1st
submission
Re-submission Date Date Received 2nd
submission
Assessor Feedback:
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business
objectives
Pass, Merit & Distinction
Descripts
P3 M3 D1
LO3 Develop and evaluate a basic marketing plan
Pass, Merit & Distinction
Descripts
P4 M4 D2
Grade: Assessor Signature: Date:
Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:
* Please note that grade decisions are provisional. They are only confirmed once internal and external moderation has taken place and
grades decisions have been agreed at the assessment board.
RUZNI BAZAHIR ME ASSINGMENT 02

4
Assignment Feedback
Formative Feedback: Assessor to Student
Action Plan
Summative feedback
Feedback: Student to Assessor
Assessor
signature
Date
Student
signature
Date
RUZNI BAZAHIR ME ASSINGMENT 02

5
Pearson
Higher Nationals in
Business
Unit 02: Marketing Essentials
Assignment 02
General Guidelines
RUZNI BAZAHIR ME ASSINGMENT 02

6
1. A Cover page or title page – You should always attach a title page to your assignment. Use
previous page as your cover sheet and make sure all the details are accurately filled .
2. Attach this brief as the first section of your assignment.
3. All the assignments should prepare using a word processing software.
4. All the assignments should print on A4 sized papers. Use single side printing.
5. Allow 1” for top, bottom , right margins and 1.25” for the left margin of each page.
Word Processing Rules
1. The font size should be 12 point, and should be in the style of Time New Roman.
2. Use 1.5 line word-processing. Left justify all paragraphs.
3. Ensure that all headings are consistent in terms of size and font style.
4. Use footer function in the word processor to insert Your Name, Subject, Assignment No, and
Page Number on each page. This is useful if individual sheets become detached for any reason.
5. Use word processing application spell check and grammar check function to help editing your
assignment.
Important Points:
1. Check carefully the hand in date and the instructions given in the assignment. Late submissions
will not be accepted.
2. Ensure that you give yourself enough time to complete the assignment by the due date.
3. Excuses of any nature will not be accepted for failure to hand in the work on time.
4. You must take responsibility for managing your own time effectively.
5. If you are unable to hand in your assignment on time and have valid reasons such as illness, you
may apply (in writing) for an extension.
6. Failure to achieve at least PASS criteria will result in a REFERRAL grade .
7. Non-submission of work without valid reasons will lead to an automatic RE FERRAL. You will
then be asked to complete an alternative assignment.
8. If you use other people’s work or ideas in your assignment, reference them properly using
HARVARD referencing system to avoid plagiarism. You have to provide both in-text citation and
a reference list.
9. If you were proven guilty for plagiarism or any academic misconduct, your grade could be
reduced to A REFERRAL or at worst you could be expelled from the course.
Student Declaration
RUZNI BAZAHIR ME ASSINGMENT 02

7
I hereby, declare that I know what plagiarism entails, namely to use another’s work and to present it as
my own without attributing the sources in the correct way. I further understand what it means to copy
another’s work.
1. I know that plagiarism is a punishable offence because it constitutes theft.
2. I understand the plagiarism and copying policy of the Edexcel UK.
3. I know what the consequences will be if I plagiaries or copy another’s work in any of the
assignments for this program.
4. I declare therefore that all work presented by me for every aspects of my program, will be my
own, and where I have made use of another’s work, I will attribute the source in the correct
way.
5. I acknowledge that the attachment of this document signed or not, constitutes a binding
agreement between myself and Edexcel UK.
6. I understand that my assignment will not be considered as submitted if this document is not
attached to the attached.
Student’s Signature: Date:
(Provide E-mail ID) (Provide Submission Date)
Higher National Certificate/Diploma in Business
RUZNI BAZAHIR ME ASSINGMENT 02

8
Assignment Brief
Student Name /ID Number
Unit Number and Title Unit 02 : Marketing Essentials
Academic Year 2019/20
Unit Tutor
Assignment Title Developing and Evaluating marketing plan by aligning
marketing mix objectives with organizational strategies
Issue Date
Submission Date
IV Name & Date
Submission format
The submission is should be in the form of an individual written report. This should be written in a
concise, formal business style using single spacing and font size 12. You are required to make use
of headings, paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using the Harvard referencing system.
Part A: The recommended word count is 1,000–1,500 words for the report
Part B: Marketing plan of approximately 2000 words in report format
Unit Learning Outcomes:
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives
RUZNI BAZAHIR ME ASSINGMENT 02

9
LO3 Develop and evaluate a basic marketing plan
Assignment Brief and Guidance:
Scenario:
Consider Sri Lanka Telecom PLC has appointed you as the Marketing Executive and you have
been asked to conduct a proper marketing research on competitors such as Dialog and similar
products. Based on the findings you require to prepare a marketing plan to be submitted to the
top management of Sri Lanka Telecom PLC
-------------------------------------------------------------------------------------------------------------------------------
The strategic marketing plan should consist of two sections:
Part A:
A briefing paper to submit to the marketing team that contains a comparison on how Sri Lanka
Telecom PLC and Dialog use the various elements of 7Ps marketing mix.
Further, the briefing paper will explain how the marketing mix and marketing process is used to
achieve business objectives relating to the two chosen organisations. This research will inform
your situational analysis and enable you to formulate marketing goals and objectives for Sri
Lanka Telecom PLC based on the comparative findings.
Part B:
Produce a marketing plan to meet strategic marketing goals and objectives. The marketing plan
should include all elements of 7Ps marketing mix with an action plan and measures to monitor
and evaluate the progress , meet goals and objectives of the organization.
RUZNI BAZAHIR ME ASSINGMENT 02

10
Grading Rubric
Grading Criteria Achieved Feedback
P3 Compare the ways in which
different organisations apply the
marketing mix to the marketing
planning process to achieve business
objectives.
P4 Produce and evaluate a basic
marketing plan for
an organisation.
M3 Evaluate different tactics applied
by organisations to demonstrate how
business objectives can be achieved
M4 Produce a detailed, coherent
evidence-based
marketing plan for an organisation.
D2 Design a strategic marketing plan
that tactically applies the use of the
7Ps to achieve overall marketing
objectives.
RUZNI BAZAHIR ME ASSINGMENT 02

11
Acknowledgement
First of all, I want to thank God. I have done my best to do this mission. However, this
would not have been possible without the kind support and help of many people. I want to
thank them all sincerely.
I am very grateful to Mrs Sharanyah for her advice and constant monitoring, as well as for
providing the necessary information about the mission and for her support in carrying out
the mission.
I want to thank my parents and my family for their kind cooperation and encouragement
that helped me carry out this mission.
My thanks and appreciation also go to the people who helped me directly or indirectly with
this task.
RUZNI BAZAHIR
RUZNI BAZAHIR ME ASSINGMENT 02

12
Table of Contents
Acknowledgement....................................................................................................................11
Table of figures....................................................................................................................14
Part A........................................................................................................................................15
Comparison between the products of Sri Lanka Telecom PLC and Dialog........................15
Product attributes..............................................................................................................15
Branding...........................................................................................................................15
Branding strategies...........................................................................................................16
Product mix decisions......................................................................................................16
Comparison between the price of Sri Lanka Telecom PLC and Dialog..............................16
Pricing Strategy................................................................................................................16
Comparison between the place of Sri Lanka Telecom PLC and Dialog..............................17
Distribution strategy.........................................................................................................17
Logistics...........................................................................................................................17
Comparison between the promotion of Sri Lanka Telecom PLC and Dialog......................18
Strategy used in promotion...............................................................................................18
comparison between people of Sri Lanka Telecom PLC and Dialog..................................18
Comparison between physical evidence of Sri Lanka Telecom PLC and Dialog................19
Comparison between process of Sri Lanka Telecom PLC and Dialog................................19
Part B........................................................................................................................................20
Executive summary..............................................................................................................20
Company analysis.................................................................................................................20
Company overview...............................................................................................................20
Future orientations............................................................................................................20
vision statement................................................................................................................20
Mission statement.............................................................................................................20
Situation analysis..................................................................................................................21
Market overview...............................................................................................................21
Consumer behavior...........................................................................................................21
Competition......................................................................................................................21
PEST analysis...................................................................................................................24
Marketing strategy................................................................................................................25
Objectives.........................................................................................................................25
Segmentation....................................................................................................................25
Targeting..........................................................................................................................25
RUZNI BAZAHIR ME ASSINGMENT 02

13
Positioning........................................................................................................................25
Strategy summary.............................................................................................................26
Marketing mix strategy........................................................................................................26
Product.............................................................................................................................26
Price..................................................................................................................................26
Place.................................................................................................................................27
Promotion.........................................................................................................................27
People...............................................................................................................................27
Process..............................................................................................................................28
Physical evidence.............................................................................................................29
Budgeting.............................................................................................................................29
Implementation and control..................................................................................................30
References................................................................................................................................31
RUZNI BAZAHIR ME ASSINGMENT 02

14
Table of figures
Table 1 SWOT analysis............................................................................................................22
Table 2 marketing process strategy..........................................................................................28
Table 3 Budgeting....................................................................................................................29
RUZNI BAZAHIR ME ASSINGMENT 02

15
Part A
Marketing team of Sri Lanka telecom
10th of January 2019.
Title: marketing team that contains a comparison on how Sri Lanka Telecom PLC and
Dialog use the various elements of 7Ps marketing mix.
Aim of this paper is to analyses our situation in the market comparing to our main
competitor and design future goals and objectives according to it.
Comparison between the products of Sri Lanka Telecom PLC and Dialog
Both companies produce daily consumer products that are regularly purchased and the
prices of these products are relatively low. When we produce a product, we make certain
decisions about our product that help us distinguish our product from its competitors. Our
decisions are mainly focused on product characteristics, branding, packaging, labeling and
product support services.
Product attributes
SLT product is target the different customer to different product packages the product
packages continue developed by containing voice, data and entertainment. The packages
also clear and quality to cover all the areas consumers in Sri Lanka.
Quality and design are the most important components of product characteristics. When we
apply new services, we cannot compromise on our quality measures such as ingredients,
new services and hygiene. Because is the fastest ever experienced. Both companies use the
same ingredients in many cases. When it comes to product design, packaging and labeling,
the company's two products are comparable.
Branding
RUZNI BAZAHIR ME ASSINGMENT 02

16
Both Sri Lanka Telecom PLC and Dialog created the brand through their names. We both
have won several awards regarding our brand names.
Branding strategies
When consider about telecommunication both company use line extensions as the main
branding strategy. For example, we both have Airtel, Mobitel, hutch, Etisalat, assortments
under the existing brand name Sri Lanka Telecom PLC and Dialog If we are to introduce
new services we will introduce them in the above names. For other products than
telecommunication while we follow the strategy brand extensions dialog follows new brand
strategy. For instance, we fastest telecommunication in our brand name SLT plc.
Product mix decisions
Our product length is as same as dialog. But in product width they are producing more like
services.
Comparison between the price of Sri Lanka Telecom PLC and Dialog
Pricing is very important for a company to achieve its goals and objectives.
Pricing Strategy
The two companies use penetration prices when the price is low and the quality high.
Because we cannot make any concessions to our quality, we cannot apply economic prices
or skimming. Penetration prices help to increase our sales and market share. It will also be
useful to bring new products to the market. The price of Airtel products is the same as that
of our corporate products, because we both keep pace with competitive prices. We also
practice the pricing of the range, such as price changes with the application of services in
certain categories. Another price strategy that we use is group prices. We have assortments
where different telecommunications.
Ultimately, we both use a value-based pricing strategy where we consider the value of
products for customers. This reduces the risk of low prices for a quality product.
RUZNI BAZAHIR ME ASSINGMENT 02

17
Comparison between the place of Sri Lanka Telecom PLC and Dialog
The supply chain is same in many ways in both companies. As many suppliers and
customers interact with us we use indirect distribution channel. It includes suppliers,
manufacturers, distributers, retailers and customers. Revolutionizing internet usage across
the country whilst expanding Sri Lanka’s broadband capacity, SLT Broadband proudly
introduced SLT Fibre (FTTx technology), taking the speeds up to as much as 100 Mbps.
SLT is once again revolutionizing Internet usage across the country, by unveiling a
significant enhancement to the SLT Broadband user experience.
Sri Lankan consumers once again voted Dialog as the Telecom Service Provider and
Internet Service Provider of the Year at the prestigious SLIM-Nielsen People’s Awards
2018. The People’s Awards are based on the feedback and votes of Sri Lankan consumers,
and Dialog was voted as the preferred Telecom Service Provider for a record seventh year
running. Dialog’s triumph as the Internet Service Provider of the Year is for the sixth
consecutive year and recognizes the delivery on its commitment as the number one and
fastest network as endorsed by the Sri Lankan consumer.
Distribution strategy
We both intensive distribution as our strategy. We stock our products in as many outlets as
possible so that our products will be available where and when the customers want them.
Logistics
Logistical efficiency has a major impact on customer satisfaction and operating costs. The
most important functions of logistics vary from warehouse management, inventory
management, transport and logistics information management. Both companies use their
own commercial vehicles to transport their products. And we recruit highly qualified people
to manage stocks and logistics information.
RUZNI BAZAHIR ME ASSINGMENT 02

18
Comparison between the promotion of Sri Lanka Telecom PLC and
Dialog
There are a number of promotional activities that the two companies undertake to
familiarize customers with our products and maintain a good image. They can be classified
as advertisements, sales promotions, public relations, etc.
Strategy used in promotion
Compare our Sri Lanka telecom is a king in advertising. They know exactly who they are
targeting with their advertisements. For example, the “world fastest network” dialogue is
famous throughout Sri Lanka. It is therefore high time to pay more attention to the content
of our advertisements. Although they have an advantage over advertisements, we have a
positive image thanks to word of mouth. Personally, I think it really works with customers
as advertisements. This allows us to measure our quality. Both companies have established
good relationships with people through public relations. But its impact does not always last
long. We both do sales promotions during the festival seasons, but the prices of our products
are already low, so it doesn't matter much. Both companies are still in the early stages of
internet marketing. It is important that our company takes over internet marketing for our
competitor, because the future of marketing is completely dependent on the internet. To be
honest, it has already begun.
comparison between people of Sri Lanka Telecom PLC and Dialog
Engaging people and communicating with our company are suppliers, customers,
distributors, and employers. We are working on creating more value for our customers and
this is also the goal of Dialog. So it all depends on how we treat our customers. As
manufacturers, we are unlucky that we do not communicate directly with our customers. All
our relationships with our customers go through advertisements and retailers. So we have to
think about how we can get our customers to subscribe to our business in these two ways. In
our advertisements, we must provide clear, concise, correct, complete, courteous and
concrete information to our target customers. It is, in fact, a strategy that we can use to build
customer loyalty. Then our relationships with retailers must be very professional, while at
the same time listening to their ideas. So that we can also maintain a good reputation in
business relationships.
RUZNI BAZAHIR ME ASSINGMENT 02

19
Comparison between physical evidence of Sri Lanka Telecom PLC and
Dialog
The only physical evidence that is seen by all of our customers is the packaging of our
product. But unfortunately the packaging of both companies looks same. We can take
necessary steps to highlight our brand name in our packets. Sri Lanka Telecom PLC and
Dialog uses name boards of small grocery shops as a physical evidence. Through the name
boards they are promoting their products and crave their names in people’s mind. We are
also sponsoring to name boards but comparatively very low. Physical evidence can be our
workplace also. We can encourage students and public to visit our factories to witness how
we produce quality products.
Comparison between process of Sri Lanka Telecom PLC and Dialog
Every process has inputs and outputs. Marketing adds value to every step. The process is
part of everything such as production, packaging, quality control, order processing,
distribution, customer management, market research, etc. To survive the competition, we
must integrate all components of the marketing mix and all activities that take place in our
company. We can therefore also offer a satisfactory service with products.
In short, if we take the necessary steps to improve what I have highlighted by analyzing
competitors as disadvantages, we can achieve our goals in no time (Anon., n.d.)
RUZNI BAZAHIR ME ASSINGMENT 02

20
Part B
Executive summary
SLT is a public limited company which is established in 1858. It gained over 150 years of
goodwill and trust from their valuable customers. The main targets of SLT PLC are
providing quality, uniform, steady and reliable services to their customers. SLT offers
various telecommunication services such as mega line, city link, PEO TV broadband those
are sold island wide through the 34 regional branches. 36teleshops,22 maintenance centers
and 7 contact centers.
Company analysis
Company overview
Sri Lanka Telecom is the largest provider of integrated communication services in the
country and the largest provider of broadband and backbone infrastructure services. Listed
on the Colombo Stock Exchange, the market capitalization of the company on December
31, 2018 has Rs. Exceeded 42.23 billion.
Future orientations
SLT is,
 working to increase its market share
 trying to expand its export channel
 taking steps to reduce its carbon footprint
vision statement
all Sri Lankans seamlessly connected with word class information, communication and
entertainment services.
Mission statement
You are trusted and proven for innovative and exciting communication experiences
delivered with passion. Quality and commitment.
RUZNI BAZAHIR ME ASSINGMENT 02

21
Situation analysis
Market overview
the country report and associated data annex provide a comprehensive overview of the Sri
Lankan telecommunications market, including key performance indicators and data on
subscribers, penetration, revenue and ARPU. The report analyzes the strategies of the main
players in the land and mobile telecommunications markets of the country and contains data
on the market share and the state of the infrastructure of the operators.
Consumer behavior
In the beginning, consumers only think about how the product will meet their needs. But
their consumption behavior changes from day to day. They expect products to offer
experiences that not only meet their needs. They are ready to consume from an organization
that works for a social purpose. This behavior is the engine of the plan that we are going to
implement.
Competition
The overcrowded mobile phone industry in Sri Lanka must consider new strategies as
competition increases and profitability is compromised. The telecommunications industry in
Sri Lanka has been overcrowded in recent years and this remains the main medium-term
risk for the country's telecommunications operators. The mobile industry of Sri Lanka is
one of the most competitive markets in the region with five operators competing for a total
addressable population of 21.7 million and competition between the five operators - Dialog,
Mobitel, Etisalat, Airtel and Hutch - is expected to remain high in the coming years. (Anon.,
n.d.)
RUZNI BAZAHIR ME ASSINGMENT 02

22
RUZNI BAZAHIR ME ASSINGMENT 02

23
SWOT analysis
Table 1 SWOT analysis
Strength
 Strong infrastructure and high –
performing
 Cable equipment.
 SLT mega line has brand loyalty
and excellent brand image.
 Strong financial stability and fixed
investment.
 Strong public relations over 150
years.
 Strong island wide distribution
network.
 Have an excellent management
process.
 Strong cooperate leadership.
 Innovative technology services (4g
connection)
Weakness
 Fewer sales team to initiate
personal selling.
 Communication tools ineffective.
 Corroded cable lines.
 Lower sales growth rate.
 Strong finance needs to introduce
or improve the technology.
 Lower knowledge and training
when comparing with competitive
organization.
RUZNI BAZAHIR ME ASSINGMENT 02

24
Opportunity
The external structure are outside the
company’s that could potentially benefit
the company growth.
The government develops technological
infrastructure.
The competitors do not trust by SLT that
in the long run.
Outside events that SLT can use to
enhance its existing strength.
Increasing the consumer awareness level.
Threats
Consumers most favorable to porches and
use a mobile subscriber identity mobile
(sim)
You may think why I have included recent terrorist attacks in opportunities. It is an
opportunity for our new product launch because it created more need in the society. (Anon.,
n.d.)
RUZNI BAZAHIR ME ASSINGMENT 02

25
PEST analysis
• Politics
There are problems in our government nowadays. But because we are a private organization
and help improve our country economically and socially, this will not have much impact on
our product launch.
• Economy
The economic factor is something very difficult. Our country has been mentally and
economically broken by the terrorist attacks. But because our products are cheap, it won't
affect much either.
• Social
The people in our country are always generous and are in the mood to help our country
recover from the effects of the terrorist attacks. So it is absolutely positive for our marketing
plan.
• Technical
We are in an era in which knowledge and use of the latest technology is essential. It is high
time to use new technologies in our processes. These can reduce costs and enable us to offer
better products and services. A company that does not move with new technologies quickly
becomes outdated and out of competition.
RUZNI BAZAHIR ME ASSINGMENT 02

26
Marketing strategy
Objectives
• Produce qualitative food proposals
• Enter market share
• Create great value for customers
• Become more responsible for the environment
• Create brand recognition
• Adaptation to new technologies
• Apply new marketing strategies to expand the range
• Get a competitive advantage
Segmentation
We have segmented our market according to demographic factors like age and lifestyle. As
ours is a network services, we can cater it to everyone in our society regardless of age. What
we consider is which age group prefer what data packages and what kind of
telecommunication and to what extend they are conscious about life
Targeting
Normally our target customers are youngsters, adults, old people, people who love
innovative products and people who prefer fastest net service. For this services we are
launching, we can target youngsters and adults. They will be willing to help and will spread
our initiative as they move in large social circles. So it is important satisfy our target market
through quality.
Positioning
SLT is already a brand name. It is the time to inspire our target customers through our
slogan
‘inspiring goodness’. It is a chance to prove that goodness is not in our telecommunication
services only but also in our activities.
RUZNI BAZAHIR ME ASSINGMENT 02

27
Strategy summary
In this whole process whatever our strategy is we are going to use these key points as our
basement.
 Gain people’s emotional commitment
 Keep our strategies flexible and implement it within a time period (Anon., n.d.)
Marketing mix strategy
Product
SLT is a telecommunication company which provides different innovative
telecommunication services for individual consumers and cooperate customers. The mega
line is an intangible innovative service which currently is in majority level and it provides
services under the modern technology and high quality to the customers.
The mega line connection includes the three packages of voice, broadband and television.
The core benefit of mega line connection addressed the consumers basic need for voice. The
actual product that includes two packages of broadband and peo-tv connection.
Price
Price is an important element to strategic marketing plan which determine how success to
gain revenue. The price of three types of packaging clearly described how it is an important
determinant of the valued sales made by the company. Also, the price is really determined
by the discovery of what customers perceive is the value of the mega line connection.
Price has a major role in telecommunication industry. Price is considered as a deciding
factor of mega line connection which currently uses promotion and economic pricing
strategy which is satisfying the existing consumers also its good profit margin for the Sri
Lanka telecom
RUZNI BAZAHIR ME ASSINGMENT 02

28
Place
We can merchandise our product from small shops to super markets, giving them
appropriate information about the product.
Also we can use some of our vehicles to carry only our new product, displaying in them our
initiative. By this we can create impression how serious we are about our initiative.
Promotion
Promotion is an important marketing mix element of the company. Promotion helps to
increase consumer’s awareness of the organizations brand name and its packaging products,
generate sales and create brand loyalty.
The current promotional campaign of mega line mainly focuses on innovative services. The
percentage of the marketing budget spend on media advertising that use sales promotion.
People
People are important assets for running a business and achieving our business goals and
objectives. SLT deals with customers, employees, government authority, competitors and
other organization. These shareholders differ as attitudes, needs and values.
RUZNI BAZAHIR ME ASSINGMENT 02

29
Process
The marketing activity process changes are very easy for consumers, the new process
The process change are below
Table 2 marketing process strategy
The existing process
 New connection application from
mega line should be filled for all
three services and handed over it
to the front officer/marketing
officer.
 Collect the new connection
charges.
 Then it has entered by the front
office staff.
 Service provisioning by the
technical staff.
Introducing process
 The new connection application
from can fill the online application
and attached the relevant
supporting documents.
 e-mail it to relevant regional
manager.
 Then the regional officer staff
does a feasibility checking and
inform to the customer.
 Consumers can make the online
payment.
 Next service will be provided.
 Follow up the service until first
bill conformation.
RUZNI BAZAHIR ME ASSINGMENT 02

30
Physical evidence
Physical evidence refers the mega line connection of SLT that services appear from outsider
customers and the market. However, customers tend to rely on physical cues to help them
evaluate the product before they buy it. Therefore, marketers develop what we call physical
evidence to replace these physical cues in a service.
Budgeting
Table 3 Budgeting
Description Note Amount (Rs)
Revenue 01 22,500,000,000
Expenditure
Operating cost 02 12,250,000,000
Distribution expense 03 3,350,500,000
Financial cost 04 2,116,900,000
Total expenditure 17,717,400,000
Profit before tax 4,782,600,000
Income tax expense 956,520,000
Net profit 3,826,080,000
The mega line already contributing approximately 20 billion (54%) of their total revenue in
2013. I assume, that the revenue will be increased by 12.5% in 2015 year.
SLT PLC will achieve the mega line revenue through budget plan. Anyway, after allocating
budget for the mega line connection will get 12.5% in 2015 year.
RUZNI BAZAHIR ME ASSINGMENT 02

31
Implementation and control
We can implement this plan after discussing with appropriate people and with proper
guidance to all departments of SLT. It is important to analyses our plan continually and
report it. We have to be careful in our promotional activities so our initiative doesn’t see by
others only as an advertisement for our brand.
We have to control our plan when it deviates from the original plan and we have to take
some measures to evaluate our progress and achieve the objectives.
For example, in finance we can monitor cash flows, cost reduction, cost margins etc.
Regarding customer, we can evaluate customer satisfaction, number of complaints, units
sold, number of customers etc.
When considering internal processes, we have to monitor efficiency, waste management,
sourcing and supplier delivery, employee morale, staff turnover and sales per employee.
We have to gather feedbacks to monitor and evaluate the above things every week till we
achieve our target.
And finally we have to publicize the results to our customers personally through their
contact numbers we gather when selling the product. (Anon., n.d.)
RUZNI BAZAHIR ME ASSINGMENT 02

32
References
Anon., n.d. store.marketline.com. [Online]
Available at: https://store.marketline.com/report/mltc34534fsa--sri-lanka-telecom-plc-
strategy-swot-and-corporate-finance-report/
[Accessed 21 01 2020].
Anon., n.d. www.google.com. [Online]
Available at: https://www.google.com/search?
q=overview+of+sri+lanka+telecom&oq=overvi&aqs=chrome.0.69i59j69i57j69i59j35i39j0l
4.6515j0j7&sourceid=chrome&ie=UTF-8
[Accessed 21 01 2020].
Anon., n.d. www.knowlk.info. [Online]
Available at: http://www.knowlk.info/2014/11/telecommunicationis-one-of-todays.html
[Accessed 22 01 2020].
Anon., n.d. www.slideshare.net. [Online]
Available at: https://www.slideshare.net/mohamedazharabousally/strategic-marketing-plan-
for-slt-megaline-for-the-year-2015-2nd-editing
[Accessed 23 01 2020].
Anon., n.d. www.slt.lk. [Online]
Available at: https://www.slt.lk/en/personal/internet
[Accessed 21 01 2020].
RUZNI BAZAHIR ME ASSINGMENT 02