MARKETING,

MARKETING
COMMUNICATIONS
& OPERATIONS LECTURER
MN7182 UNIVERSITY
LONDON METROPOLITAN Mr. THARAKA DIAS

GROUP PRESENTATION
GROUP MEMBERS
VINDYA RATNAYAKE - 20048147
INDEEVARI RATNAYAKE -
20048150
 CONTENTS
1. Dialog Home Broadband
2. Dialog HBB Analysis
• Financial Highlights - Dialog HBB
• Performance Overview - Dialog HBB
3. BCG Matrix
4. Competitor Analysis
5. Market Share Analysis
6. SWOT Analysis
7. PESTEL Analysis
8. Porter’s Five Forces - Dialog HBB
9. Recommendations
• Marketing Mix - 4Ps
• STP Analysis
• Marketing Communication
10. References
 Dialog Home Broadband
Dialog Home Broadband (HBB) offers the fastest and latest technology
along with secure, and reliable connectivity to fulfill Information and
communication technology requirements with the specially designed
Broadband Packages.
DIALOG HBB Analysis
• Dialog Sustained Consistent Performance Despite Covid-19 Related Challenges
Financial Performance Network Coverage

(Source: Quarterly Report-Dialog 2nd Quarter) Source: www.dialog.lk

Financial Highlights- Performance Overview
Dialog HBB - Dialog HBB
The strong growth in the HBB subscriber base was
driven by the introduction of several new packages on
the Home Broadband front in response to the increased
demand for data for the Working/ Learning from Home
and entertainment requirements.
(Source: Annual Report 2020 – Dialog Axiata Plc)

(Source: Quarterly Report-Dialog 2nd Quarter) (Source: Quarterly Report-Dialog 2nd Quarter)
BCG Matrix

Star - Stars consume a

significant amount of cash
but also generate large cash
flows.

(Source: Quarterly Report-Dialog 2nd Quarter)

 Competitor Analysis
Dialog HBB SLT HBB Lanka Bell & Other
Customer Base 925,000 subscribers 855,000 subscribers 70,000
Technology 4G/LTE connections ( SLT 4G/LTE connections 4G
Fixed 4G/LTE ( Fixed 4G/LTE
Technology) & Technology), Investing
Dialog has thus far on 5G
repurposed 20% of
its LTE antennae for
5G.

Distribution Network Dialog outlet, SLT outlet, Franchise Lanka Bell outlet,
Franchise outlet & outlet & request online Franchise outlet
online ordering
Promotional Tools Digital media(ex; Digital media, ATL, BTL Direct Marketing,
Facebook, Digital media, ATL, BTL
Instagram) ,
Sponsorship, free
data campaigns, ATL,
BTL
 Market Share Analysis
Company No. of Subscribers Market Share of HBB (1H 2021)
Dialog Axiata PLC 925,000 50.00%
Sri Lanka Telecom 855,000 46.22%
Lanka Bell & Other 70,000 3.78%

Market Share HBB

4%
Dialog HBB
SLT HBB
46% 50%
Lanka Bell

Source: Quarterly Reports-

Dialog & SLT – 2nd Quarter
RECOMMENDATIONS
 MARKETING MIX – 4Ps

PRICE PROMOTION
Less promotions in ATL and BTL
Using Market Penetration
advertising
Strategy
Mainly focus on digital media -
To gain more market shares
Facebook, TikTok, Instagram,
because of the high
Youtube
competition

PRODUCT
PLACE New packages
Dialog Outlets Value added services with
Franchise Outlets best customer experience
Online Outlets Highest download speed
 STP ANALYSIS

SEGMENTATION TARGETING POSITIONING

Divide market into distinct groups of Select most attractive segments to Determine how to position the
customers. focus the marketing on. product for each target segment.
Buying behaviour- Product
entertainment, Quality
Age - young
lifestyle
End Result +

Product
- +
Price
Product
Quality

Target market
+
-
- +
Price

Before
 MARKETING COMMUNICATION
Marketing communication refers to the means used by the company to
directly or indirectly convey information about its products and the
brands it sells to customers in order to
persuade them to buy.
 ADVERTISING
• Advertising methods which suits the selected segment,
 SMS
 Email
 Whatsapp
 My Dialog App
• Filter the selected segment using Dialog mobile database when sending SMS
• Limit advertising in ATL and BTL advertising like TV and Radio
 Low Cost
• Use digital media to address youth crowd
• Increase the effectiveness of using social media.
 Ex: T Mobile

(Medlock, 2018)
 SALES PROMOTION
• Introduce packages which has TikTok Unlimited free options.
 TikTok, born in 2016, has already exceeded 800 million users
worldwide
• Partner with Computer Clubs and IT companies.
• The “Freemium” model.
 offering a basic and free version of a service; then proposing additional
features for a fee
 Ex : Koodo Mobile
 EVENTS AND EXPERIENCES

• Dialog Company sponsors non-profit or community events to activate its brand in the
minds of customers and build long-term relationships with them.
• Create an advertisement with a song where the lyrics contains most about the product
and packages and encourage tiktok users to do tiktoks into the song in order to get free
packages.
 INTERACTIVE MARKETING

• Interactive marketing has recently become a popular marketing communication

tool in which customers can interact with Dialog Company and resolve their
queries online.
• Enhance Customer Care Services
 WORD OF MOUTH
• Referrel Link Marketing.
 It’s the digital and contemporary equivalent of ancient word of mouth
 83% of consumers trust advice (so-called “referrals”) received from people they
know;
 word of mouth, still today, is the decisive factor for purchasing decisions for 20 to
50% of total cases;
 82% of people seek advice from friends and acquaintances before making a
purchase or becoming a client of a company;
 REFERENCES
Annual Report, Dialog Axiata PLC 2020
Annual Report, Sri Lanka Telecom 2020
Medlock, M., 2018, T-Mobile's Social Strategy for Connecting with Millennials, Available at:
https://www.ana.net/blogs/show/id/mm-blog-2018-06-how-tmobile-connects-with-
millennials-on-social[Accessed 01 09 2021].
Quarterly Reports & Presentations of Dialog Axiata PLC 2020
Website, www.dialog.lk
Website, www.slt.lk
THANK YOU