Research Brief

RESEARCH BRIEF FOR
Advertising concept evaluation study
Kit Value – 6 TVC story boards
22nd June 2008
From: Roshan Abeyratne

MKT 423 – Marketing Research
ANC – Executive Development Program
Northwood University - USA
Background
• Dialog GSM Sri Lanka’s premier mobile telecommunication service

provider business unit of Dialog Telekom PLC currently enjoys 53%
market share being the undisputed market leader.
• The total market is approximately 7 million customers with the
market growth being around 30%. Dialog currently enjoys a customer
base of over 4.5 million for both prepaid and post paid.
• The network coverage area expands to 80% of the land mass covering
90% of the population. Flagship brands Dialog GSM-post paid & KIT –
pre paid are market leaders in the respective segments/category.
• Dialog is positioned as the most futuristic & technologically advanced
company according to its brand promise of delivering “The Future.
Today.” Kit- Dialog GSM’s prepaid service brand, launched in 1999,
currently enjoys over 55% market share in the respective category.
• Kit - the prepaid service is positioned as a youthful brand which is

o Fun & entertaining
o Daring & rugged
o Stylish
o Sophisticated & upward mobility
o Aspiration - “Wanna be”
• Target market
o Primary-youth of 18-24 Trend setters and followers
o Secondary-Youth of 25-35, followers
o Other prepaid users
• Following are some of the statements that can be associated with Kit
and its customer communication.
o Kit is youthful, energetic.
o Kit is happening.
o Kit helps you to keep in touch and be networked with your
friends.
o Kit helps you to be yourself and unleash the star in you.
o Kit makes you live 24 hours a day, do all you want to do and
multi task.
o Be heard & make your opinion count with Kit.
o Destiny is in your own hands when you own a Kit
Rationale -
• Dialog Kit – Prepaid wishes to launch new TVC campaign for its 6 value
sub-brands & has developed 6 different creative ideas in order to instill
the value propositions in the ideal TG.
The Value sub – brands
• Kit 123
• Kit Incoming Free
• Kit Late Night Bonanza
• Kit Weekend Bonanza
• Kit IDD
• Kit Instant Roaming
 Main objectives of the Kit value campaign for the Dialog – Kit prepaid
service.
 Persuade the TG to try out / subscribe to the new value sub-

brands thereby Increasing ARPU amidst declining revenue due to
unhealthy macroeconomic environment.
 To be perceived as the youth Idol and no 1 in value offering for
the pre-paid TG market
 Retain existing customers through rewarding loyalty and being
seen as akin / relevant to their/youthful trendy lifestyle.
 Attract new customers by both offering value for money and
enrich and empower youthful aspiration.
 Flank against the negating tariff attacks by competitors
• The above mentioned creative ideas for the TVCs being quite different
from the routine high powered, high aspiration oriented communication
for traditional Kit TVCs, takes a slightly funny / humorous yet value
driven rational route. We wish to carryout a disaster check on the
creative route and message, to determine if there are any gross
negatives towards the brand values and customer communication
• The current story board has been slightly changed from the original
creative idea of the creative agency to include as much as possible the
youthful / aspiration oriented elements in trying to keep with the brand
values – “Kit - stay young”.
• We would like to test the waters before further development

/investment in to the campaign, and hence require the research agency
to carry out a dip-stick advertising concept evaluation study addressing
the specific objectives as outlined below.
Objectives
• The research objective of this project is to specifically evaluate the 6

TVC story boards in terms of;
- Impact (does it inspire the target audience to try out the
Value sub brands and relevance of the TVCs and whether
values communicated are in line with Dialog Kit – pre-paid’s
brand essence.
Key points for evaluation,
• Attention grabbing ability and stand out value

• Appeal and spontaneous reactions
• Comprehension & key messages taken out vs. the planned
• Credibility of the message à consumer lifestyle relevance
• Key attention hooks of the story line
• Relevance of the communication:
• Connect with the user profile/ ideal user profile
• Degree of consumer connect with the Images, Situation,
and Characters?
• What are the emotions & moods created by the TVC
• Which need state does it fulfil – rational or emotional?
• Whether it triggers purchase à Persuasiveness of the communication
• Does the communication at an overall level deliver the values of the

brand
• Key rational, emotional/ image values linked to Kit
• The brand identity created vs. intended
Outline of possible methodology
The Target Audience – Sample plan
• Girls & Boys who are between the ages of 18 – 24 Years (trend setters &
Followers)
• Target group males / females between the ages of 25 – 35Years
(Followers)
• Who belongs to the upper - middle socio belt - SEC B / C –Suburbs of
Colombo and other key towns
• Both current users and intenders –
• Usership - Dialog KIT users and Competitor users (Mainly Tigo,
Hutch and few of Mobitel)
• Consumers depicting youthfulness

• Value seekers who are looking for value for money
• Predominantly Sinhala Speaking (Sample should include English speaking
individuals as well)
• Extroverted and fashion conscious, ambitious and wanting to achieve,
Technology, gadgets, Music & entertainment
• Who is bold & brave; want to look good; savvy, cynical, smart, very
easily bored, and are always changing
• Heavy users of mobile phones
• Average youth, not extremists
Research Tools & method
• Focused Groups à 7 - 8 respondents of a similar background male

and female – mixed group.
• A face to face group interview scenario encouraging a free flow of ideas
and opinions should be the ideal method of evaluation.
• Where ever appropriate the individuals or groups should be given the
opportunity / facilitated to craft their own version of the story board or
provide inputs to the execution plan of the story board on which ideal
elements, models treatments, music, etc…. can be ideally be used in the
commercials.
Reporting & presentational requirements
Reporting should be via a PowerPoint presentation where the key objectives of

the research objectives as earlier outlined being addressed.
The research report should always draw a conclusion on the given objectives,
by agreeing or disagreeing hence supplementing with clear direction as to the
way forward on each key result area.
Where appropriate the report should be supplemented with the raw data /
citations / AV recordings / information to corroborate the conclusions drawn.
The research report should ideally bring due attention to any other areas of
interest which could be held critical to the evaluation of the concept not
necessarily / specifically underlined with the objectives as above.
Time scale, Budget, Terms
• Time – 6 - weeks
• Budget - Rs. 1,000,000/= inclusive of VAT
• Terms – Full payment upon completion and submission of research
report.

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RESEARCH BRIEF FOR

Advertising concept evaluation study

Kit Value – 6 TVC story boards

22nd June 2008

From: Roshan Abeyratne

• Dialog GSM Sri Lanka’s premier mobile telecommunication service

• Kit - the prepaid service is positioned as a youthful brand which is

 Persuade the TG to try out / subscribe to the new value sub-

• We would like to test the waters before further development

• The research objective of this project is to specifically evaluate the 6

Key points for evaluation,

• Attention grabbing ability and stand out value

• Whether it triggers purchase à Persuasiveness of the communication

• Does the communication at an overall level deliver the values of the

Outline of possible methodology

The Target Audience – Sample plan

• Consumers depicting youthfulness

Research Tools & method

• Focused Groups à 7 - 8 respondents of a similar background male

Reporting & presentational requirements

Reporting should be via a PowerPoint presentation where the key objectives of

Time scale, Budget, Terms

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