Focus Group Discussion on UC Browser Bangladesh TVC
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The document is a report on a focus group discussion regarding a television commercial for UC Browser, prepared for Dr. Seyama Sultana by a group of students. It outlines the company overview, the concept of the TVC, participant demographics, findings from the discussion including positive and negative feedback, suggestions for improvement, and recommendations for future advertisements. Key insights reveal the TVC conveys a social message but lacks clarity about the product's functionalities.
Focus Group Discussion on UC Browser Bangladesh TVC
- 1. 5/9/2018 A focusgroupdiscussion on a UCBrowser BangladeshTVC
- 2. ii REPORT Prepared for Dr. Seyama Sultana Assistant Professor School Of Business and Economics Prepared by Name ID Tanzib Wasif 111151470 Mehedi Hasan Togor 111151371 Omar Faruk Javed 111151608 Shagufta Rahman 111151022 Ruhama Tabassum 111151446 Sharmin Jahan Moni 111151396 Md Taiyeb Ahmed Bhuiya 111151349 Section: B Course title: Consumer Behavior Course code: MKT 4101 May 9, 2018 United International University
- 3. iii Letter of transmittal May 9, 2018 Dr. SeyamaSultana AssistantProfessor School of BusinessandEconomics UnitedInternational University. Subject:Submissionof Report Dear Ma’am, I, onbehalf of my groupmembers,pleasedtosubmitthe reportthatyouaskedfor and gave us authorizationtoworkon “A focus groupdiscussionona specificTVC”.We triedourbestto workon it carefully. The study thatwe conductedenhanced ourknowledgetomake anexecutive report.Thisreporthas givenusan exceptionalexperiencethathasimmense usesinthe future endeavorsandwe sincerely hope that itwouldbe able to fulfill yourexpectations. We have putour sincere efforttogive thisreporta presentableshape andmake itasinformative and precise aspossible.We thankyouforprovidinguswiththisunique opportunity.If needed,you may contact us bythe Email:[email protected] . Sincerelyyours, ShaguftaRahman Signature:
- 4. iv Acknowledgement It isour esteemedpleasuretopresentthe reporton“A focusgroupdiscussionona specificTVC”. We expressourdeepgratitude toourcourse guide,Dr. Seyama Sultana(AssistantProfessor, School of BusinessandEconomics),whohave gave usthe inspirationtopursue the reportand guidedusinthisendeavor.She hasbeenaconstant of motivationandencouragementforus.We thankher forall the initiative and zeal she filleduswiththroughoutthe report.
- 5. v Executive Summary The reportshowsthe findingsimplementedfroma focusgroup discussionona specificTVCwhichis about UC Browser,a mobile webbrowsingapponGoogle PlayStore bythe companyAlibaba. Firstly there isa described summaryaboutthe UCwebInc.mission, vision,objective andtheircompanyand product overview. A focus group is been arranged for the task which group included 8 participants bothmale and female.Thenthisfocusgroupwatchedthe selectedTVCandgave some positive sides, some negative sidesandsome suggestionsaboutthe TVC.Finallythe reporthasbeendone basedon their valuable opinions which is ultimately can be perceived as consumer opinions.
- 6. Table of Contents Letter of transmittal....................................................................................................................iii Acknowledgement...................................................................................................................... iv Executive Summary...................................................................................................................... v Product description...................................................................................................................... 1 Company overview...................................................................................................................... 1 Summary of the TVC .................................................................................................................... 1 Objective and methodology.........................................................................................................2 Objective..................................................................................................................................2 Methodology............................................................................................................................ 2 Demographic characteristics of FGD............................................................................................. 2 Findings from the focus group discussion...................................................................................... 3 Positive sides:........................................................................................................................... 3 Negative sides:......................................................................................................................... 3 Suggestions:............................................................................................................................. 3 Recommendations & Conclusion..................................................................................................5 Recommendations.................................................................................................................... 5 Conclusion................................................................................................................................ 5 Appendix.....................................................................................................................................6 Participant Profile..................................................................................................................... 6
- 7. 1 Product description UC Browser is a web browser developedby the Chinese mobile Internet Company UCWeb and is owned by Alibaba Group of China. Originally launchedin April 2004 as a J2ME-only application,it is available onanumberof platformsincludingAndroid,BlackBerryOS,iOS,JavaME,Symbian,Windows Phone and Microsoft Windows. The browser uses cloud acceleration and data compression technology.UCBrowser'sserversactasa proxywhichcompressesandrendersthe dataof webpages before sending it to users. This process helps to load web content faster. In June 2011, UCWeb releaseditsownU3 engine,the company’sproprietarytechnology.Browsersbasedonthe U3 kernel give usersafaster,moreconvenientandmore securewebsurfingexperience.AlreadytheNo.1mobile browserinChinaandIndia,UCBrowserhas become the world’slargestthirdpartymobilebrowseras of the end of 2014 as per StatCounter in terms of monthly page view market share. At the end of March 2015, UC Browserhasbecome the No.1mobilebrowserinIndonesiaaccordingtoStatCounter. UC Browser is available on several smartphone and feature phone platforms, but Android mobile operatingsystemrepresentsthe largestuserbase forthe company,with300 millionof its500million total. Company overview UCWeb Inc. (UCWeb), an Alibaba Group company, is a leading provider of mobile internet software technology and services. Since its inception in 2004, UCWeb's mission has been to provide better mobile internet experience to billions of users around the world. Its international product portfolio includes a mobile browsing service (UC Browser), app and game distribution platforms (9Apps and 9Game),a mobile trafficplatform(UCUnion) amongothers.Itsflagshipproduct,UCBrowser,topped the China, Indonesia and India market in 2013. UCWeb was founded in 2004 as a mobile browser maker; over the past decade it expanded to diversified areas such as mobile search, mobile gaming, mobile reading,etc.The company’sUCBrowseristhe mostpopularof itskindinChinawithmore than 65.9% market share, according to market researcher iResearch. It’s also the No. 1 browser in India with upwards of 34% market share, via StatCounter. It’s available in 11 languages (English, Hindi, Russian, Indonesian,Vietnamese, etc.) and on all major mobile OS platform (iOS, Android,Windows Phone, Java, Blackberry, etc.). The browser prides itself in fast page load and economic data consumptionmade availablebyitsdatacompressiontechnologyandacloudsystem.UCBrowserhas over 500 million users around the globe, as of March 2014. In June 2014, UCWeb was acquired by AlibabaGroupin the largestChinese Internetmergerdeal.Afterthe merger,underthe leadershipof Yu Yongfu, chief executive of UCWeb since 2006, the Alibaba UC mobile business group will oversee the browser,search,location-basedservice,appstore,mobile gamingandmobile readeroperations. Summary of the TVC In the UC Browser Bangladesh TVC (Television commercial), we can see a little girl was watching a video in a mobile. Suddenly she was amazed by a dress and asked her mother to buy that dress for Eid. Then her mother openedUC browser in her smartphone and searched for the dress to place an order.The mother saidto herdaughterthat she will looklike an angel in that dress.Meanwhile,the daughter of the housemaid heard that and asked her mother that if she can be an angel too. Her mother felt embarrassed.Little girl’s mother saw that and ordered the same dress for housemaid’s daughter.The housemaidwassosurprisedandhappywhenshesaw herdaughterinthatdress.Inthe end, the narrator requested the audience to forget all discrimination and rejoice in Eid celebration together. The TVC is produced by Tinsel Town Films.
- 8. 2 Objective and methodology Objective To find out the impressions and views that people show towards this advertisement. To know about the positive and negative sides of this advertisement. To find out recommendations on how this advertisement can be made better. Methodology We have selectedUnitedInternationalUniversitypermanentcampusasourchoice of locationashere we can find young people who are always using smartphones and mobile web browsers. So our participants for focus group are also from this university. The participants were gathered in the location. Before showing them the advertisement they were told to discuss about their views about the advertisement. They were shown the advertisement in a laptop computer. After that they started their discussion. During the discussionwe had to ask a few questions to keep the discussion on pace. The objective behind our questions were to make them know: Every participant’s view (participation) is highly regarded to better our discussion. Our concern is specifically about the advertisement not the product. Demographic characteristics of FGD ‘Demographics’isthe studyof apopulationbasedonfactorssuchasage,race and sex,amongothers. Number of participants: 8 Total 8 people are selected for FGD discussion. Gender: Male & Female 4 male & 4 female participants;we tookequalnumberof male andfemale participantssothatwe can get a balanced discussion from both male and female perspective. Age Range: 21-23 Marital Status: Unmarried Education: Undergraduate Occupation: Student 0 1 2 3 4 5 6 21 22 23 Age
- 9. 3 Findings from the focus group discussion Positive sides: An emotional TVC thatmakespeoplethinktodosuch goodthings. ThisTVC focuseson classdiscrimination,teachesusabout equality,everypersonhasequal rights. ThisTVC helpchildrentolearnagood value aboutnotto discriminate amongdifferentlevel of people. The TVC is helpingchildrentolearn agoodvirtue that humanityisabove all. The thoughtbehindthisTVC ishelpingtobetterthe perception of oursociety. ThisTVC conveysa social message thatif someone have the abilitytofulfillother’s need/wish,thanhe/sheshoulddefinitelydoit. A differentkindof TVC where the targetisnot onlyaboutto domarketingbutalsois to conveya social message. ThisTVC isattracting and people will feel encouragedtoknow more aboutthe product hence creatingvalue forthe company. The TVC is shortand precise,nottoomuch elaborated,yetitisdramaticandemotional. The TVC showsproductavailability throughUCBrowser,whichaddsvalue tothe product. Overall goodcinematographyandbackgroundmusicisalsogoodasboth of these shouldbe pleasinginaTVC to gainattentionof people. The commercial portraysthe real meaningof the holy monthRamadan andEid whichis helpingothers,helpingthe one whoisinneedandputtingjoytosomeone’slife,sharing happinesswithothers. Thiscommercial showsthe ease of shoppingfromhome withoutmakinghustle togooutside inthe trafficof Dhaka duringthe monthof Ramadan. Negative sides: The concept of the product (UC Browser) isnotclearin thisTVC,for whichthe TVCis actuallymade for. The product (UC Browser) islessfocusedinthe TVC. The TVC is creatinga confusionwhetheritisaboutthe browseror aboutan online shopping app. The TVC is lessrelevanttothe functionalityof the UC Browserbecause peoplewouldrather use an online shoppingappthana web browserto doshoppingonline.Anonline shopping app iseasiertouse and fasterto place orders. Big companiesmake thissortof TVC’sbut theyalsodoclear the meaningbehindthe TVC, thisTVC islessmeaningful incompliance itsproduct(UCBrowser). Suggestions: The product (UC Browser) shouldbe focused andhighlighted more. The benefitsof the productshouldbe mentionedclearly. The usage process of the browsershouldbe shownclearly. The overall functionsof the browsershouldbe shown. The TVC can showthat in needof a quickbrowseryoucan use UC Browseror keepitinyour phone. The company behindthe product needtobe shownmore ofteninthisTVC.
- 10. 4 There can be a scenarioof the environmentof a festive moodlike Eidinthe commercial to portray the joyousmomentsof festival andshoppingetc.
- 11. 5 Recommendations & Conclusion Recommendations 1. Theyshouldfocusmore on the conceptof theirproduct. 2. Some more featuresof UC Browsershouldbe showninthe TVCso that people canbe enlightenedaboutthe featuresof UCBrowser. 3. Theyshouldmake a TVCwhichwill make the audience torememberthe brandname too,beside the TVCstoryonly. 4. Theyshouldshowthe brandlogoonce more so thatpeople canrememberthe brand logowhichwill helptorecognize the brandeasily. 5. At leastone keyfeature,whichmakesthemdifferentfromotherbrowsers,shouldbe showninthe TVC. Conclusion In the endbasedonthe findingsof thisreportaboutthe TVCof UCBrowserwe can saythat we found a lot new views from our focus group. In general where the TVC can be perceived as a good commercial, but from the discussion we find out many of the loopholesthat this TVC have. Some of the participants gave us some positive thoughts about the TVC; some of them gave us negative thoughts. Theyalsogave ussome suggestionwhichwe discussedinthe report.The overalldiscussion was helpful to conduct our recommendations regarding how this sort of commercials can be made better to attract more of the consumers.
- 12. 6 Appendix Participant Profile Participant 1 Gender:Female Age:21 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 2 Gender:Female Age:21 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 3 Gender:Female Age:22 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 4 Gender:Male Age:22 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 5 Gender:Male Age:22 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 6 Gender:Male Age:23 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 7 Gender:Female Age:21 Marital status:Unmarried Education:Undergraduate Occupation:Student Participant 8 Gender:Male Age:23 Marital status:Unmarried Education:Undergraduate Occupation:Student