DIGITAL MARKETING

& TELENOR HEALTH’S TONIC: A STUDY ON

JARVIS DIGITAL

SUPERVISED BY PREPARED BY

Lecturer Md. Mahedi Hasan SULTAN-UL-AREFIN

FBS, BUP ID : 1405004
BBA 2014, Marketing
INTRODUCTION
Objectives of the report

BROAD OBJECTIVE SPECIFIC OBJECTIVES

The broad or main objective of this internship report is • To find out the most impactful and useful digital
to understand the current scenario of Digital marketing marketing platforms and why
and how Telenor Health’s Tonic is doing in this sector. • To find out which of those channels Telenor
Health’s Tonic use

• To find out the strengths & weakness of Telenor

Health’s Tonic in the digital space

• To find out the opportunities and scope for

improvement in the digital space for Telenor
Health’s Tonic
Scope of the study

To understand the proper use of the most impactful digital media channels
Methodology and limitations

METHODOLOGY LIMITATIONS

Secondary and tertiary data sources Confidentiality and time

COMPANY OVERVIEW
We are a digital marketing agency specializing in
bringing brands to the online space with unique online
strategies, technical innovations, and graphical wizardry
MISSION
The mission of the Jarvis Digital “Is to help client-partner
achieve their business and development objectives by
providing specific solutions to their digital communication
needs.”
VISION
The vision of the Jarvis Digital “Is to become the agency of
choice of as an innovative, client-focused and socially
committed service provider”
 SERVICES JARVIS DIGITAL PROVIDE

SOCIAL MEDIA CREATIVES

MEDIA BUYING & ANALYTICS WEB & APPS

FEATURED
CLIENTELE
CLIENT OVERVIEW
Positioning

“Your ultimate healthcare

option available for you and
your family”

The Best digitalized Healthcare option available for

everyone in Bangladesh.
Application

Cash Coverage Health Wallet Scheduling Appointments Discounts 24.7 Doctor consultation
Digital Objective

To increase awareness about the presence of “Telenor Health’s Tonic” by

– establishing its features (health benefits, cost-effectiveness and premium quality)

– & By communicating the features that someone might be missing out on.
Data Survey Details
Data Survey Details
SWOT
ANALYSIS
STRENGTH
• Good Brand Image

• Funky Outlook
WEAKNESS
• Unreliable suppliers

• Lack of experience
OPPORTUNITIES
• To Be The Market leader

• Utilizing Digital space

• Health concern Generation

THREATS
• Switcher behavior

• General Perception
DIGITAL TREE ANALYSIS
Top-line results REVENUE

KPI’s SPENDING ROI

INTERMEDIATE
INDICATORS CLICKS Avg CPC RPC

METRICS IMPRESSIONS CTR CVR CPC

KEY CAMPAIGN – BUDGET – COMPETITOR’S – TARGET

DRIVERS MARKET – POSITIONING - PRODUCT
IMPORTANCE OF GRANULAR ANALYSIS
 RCA represents a data-driven approach for Telenor Health’s Tonic for breaking
down the chaotic digital marketing environment and identifying the root cause(s)
behind performance changes. Over a long term, this leads to more accurate
learnings and better optimization
Competition performance in digital space
Findings

Industry have good number of competitors, but lacks notable digital presence.
Hence, the low awareness among the TG.
TARGET GROUP
Target Group

Age 25-50

Gender Male and female

Demographic Urban and semi-urban

SEC (Social economic class) A+, A, B+, B

Key audience Decision makers

Education level HSC/A-Level (minimum)

INSIGHTS
• 39% of the total Facebook users in Bangladesh
• Breakdown: Male- 84% & Female- 16%
• Spends minimum 1 hour online
• Audience size: 7million-8miLLion (Approximately)
DIGITAL MARKETING
Website
STASTICIAL BENEFITS
SEO
STASTICIAL BENEFITS

93% 75% 70%

93% of online 75% of users never Google owns around

experiences begin scroll past the first 70% of the search
with a search engine page of search results engine market share
Blog
STASTICIAL BENEFITS

67% 85% 97%

B2B marketers that By 2020, customers Companies who blog

use blogs receive 67% will manage 85% of receive 97% more
more leads than those their relationships links to their website
that do not without talking to a
human
Internet banner ads
STASTICIAL BENEFITS

95% 1700

Around 95% of The average person is

Google’s revenue served over 1,700
comes from online banner ads per month
advertising
Pay-per-click advertising
Pay-per-click advertising
STASTICIAL BENEFITS

41% 50% 80% 300%

On average, 41% of PPC visitors are 50% Search ads can Display advertising
clicks go to the top 3 more likely to increase brand has proven to increase
paid ads on the purchase something awareness by 80% traffic to websites by
search results page than organic visitors 300%
Email marketing
Email marketing
STASTICIAL BENEFITS

4.3bn 3x 2nd

The total number of There are 3x more One study showed

worldwide email email accounts than that email is the
accounts is expected Twitter and Facebook second most used
to increase to over 4.3 accounts combined marketing tool (after a
billion accounts by company website) for
year-end 2017 B2B companies
Social Media

Geo target content

Build relationships

Easy to find out what the competitors are doing

Increase website traffic and ranking

Generate higher converting leads

Run targeted ads with real-time results

Increase brand awareness and loyalty

Gain valuable customer insights

STASTICIAL BENEFITS

> 2x 35%

The average person now Social ad spending has Digital marketing

spends more time online doubled over the past spend is forecasted to
than with TV and all other two years account for 35% of
media (newspapers, total budgets in 2016
magazines, etc.)
combined
Mobile marketing
STASTICIAL BENEFITS

4/5 70%

4 out of 5 consumers 70% of mobile searches

use smartphones to lead to online action
shop within an hour
CURRENT SCENARIO
Telenor Health’s Tonic
Facebook

33,895 7.85% 30 2.8%

LIKES LIKES PTAT ENGAGEMENT

GROWTH RATE
Facebook post type

PRODUCT

RTM

Health Tips
YouTube

ONLY 4
videos published in the last
4 months with an average of
225 view
Recommendation
Facebook post type should also include

Milestones Comic Strip

আজকের দিনটা মা-এর জনয।
 • Mothers want the best for us,
we often take them for
Insight granted
• Youth are self-centered
 To remind the Youth that
mothers are selfless and
Tonic respects family
The Objective values, which is integral for
healthy living
 • Create a platform where we
will be bringing out the self-
centeredness of the youth
and how their mothers are
Big Idea
selfless.
• Provide a chance to do
something for their mother.
Phase - 1

• We will ask the audience to participate in a contest by answering a very simple question, “মাকের
হাকের দিে রান্না কোনটট?”
• We will choose 5 random participants.
• We will ask them to fill up a form about his/her mothers and join us for a special surprise.
• Upon joining, we will ask the chosen peoples, “েু দম দে জাকনা কোমার মাকের দিে খাবার কোনটট ?”
• Respondents will be organized as such that they will not know the answer.
• Then we will give him the answer collected before from his mothers.
Phase - 2

• After talking with the participants we will make a plan on to surprise their mothers by
cooking a special diner for his/her mothers.
• Tonic will provide all the required ingredient.
• A celebrity chef will assist the participants cook the liked dish.
• We will make a video story and publish in Tonic’s digital platforms.
Pre-roller ads

YouTube pre-roll is a top

of the funnel type of
digital marketing
Viber
Google display ads

Very effective for

re-marketing
especially
Blogs
Media buying

+ = Effective reach
Conclusion
More and more companies are recognizing the importance
of digital marketing.

DIGITAL
MARKETING
THANK YOU