Introduction

The people of Bangladesh are now dreaming of a digital Bangladesh. Faster development of

telecommunications network coupled with improved quality of service in line with the

national development is a must for the fulfillment of the vision and aspiration of digital

Bangladesh and also to take her to a position of honor in the community of nations in the 21st

century. Mobile phone operators have been playing an important role in this regard. The

telecommunications market in Bangladesh, particularly the mobile phone sector, is consisted

of six mobile phone operators. These are Grameen Phone Ltd. (GP), Axiata (Bangladesh)

Limited (Robi), Orascom Telecom Bangladesh Limited (Banglalink), PBTL (Citycell),

Teletalk Bangladesh Ltd. (Teletalk), and Airtel Telecom International (Airtel). Among the

mobile phone operators, Norwegian Grameen phone, which started its journey in 1997 in

Bangladesh, is the leader having the highest market share of 44.36%. Citycell, the first

mobile phone operator in Bangladesh, has been defeated (in terms of market share) by

Grameen phone due to the Grameen’s welltimed and effective business strategy. Banglalink

is competing in the market as the second largest operator, though it started (in 1999) later

than some other operators.

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Methodology

In the assignment, most of the information has been collected from brochures, web sites and

different research articles. All the information incorporated in this report has been collected

from the secondary sources.

Articles

official websites of those companies

website search

Limitation

The major limitation that I had to face in preparing my report was the confidentiality of

information regarding my topic. For an instance I had to face many problems in collecting

information regarding the network coverage and sales data of Teletalk Bangladesh Limited.

Moreover unavailability of my onsite supervisor was another major problem. I had to wait for

a long time to get an appointment of my supervisor because he was under a huge pressure

because of his official task. Moreover, one of the major limitations was the official website of

the companies. Because, the information is not updated regularly on the website. In that case

data has been provided from other articles or websites.

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Name of the brands

On our assignment we choose mobile communication sector in Bangladesh. There are five

leading mobile telecommunication companies in Bnagladesh. These are:

1. GrameenPhone

2. Banglalink

3. Airtel

4. Robi

5. Teletalk

Profile of the brands

1. GrameenPhone

Before Grameenphone’s inception, the phone was for a selected urbanized few. The

cell phone was a luxury: a flouting accessory for the select elite.The mass could not

contemplate mobile telephony as being part of their lives.

Grameenphone started its journey with the Village Phone program: a pioneering

initiative to empower rural women of Bangladesh. The name Grameenphone

translates to “Rural phone”.

Starting its operations on March 26, 1997, the Independence Day of Bangladesh,

Grameenphone has come a long way. Grameenphone pioneered the then breakthrough

initiative of mobile to mobile telephony and became the first and only operator to

cover 98% of the country’s people with network

Since its inception Grameenphone has built the largest cellular network in the country

with over 8500 base stations . Presently, nearly 99 percent of the country's population

is within the coverage area of the Grameenphone network. Grameenphone has always

been a pioneer in introducing new products and services in the local telecom market.

GP was the first company to introduce GSM technology in Bangladesh when it

launched its services in March 1997.

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Grameenphone was also the first telecommunication operator in Bangladesh to

introduce the pre-paid service in September 1999. It established the first 24-hour Call

Center, introduced value-added services such as VMS, SMS, fax and data

transmission services, international roaming service, WAP, SMS-based push-pull

services, EDGE, personal ring back tone and many other products and services. The

entire Grameenphone network is also EDGE/GPRS enabled, allowing access to high-

speed Internet and data services from anywhere within the coverage area. There are

currently 7 million EDGE/GPRS users in the Grameenphone network. In October

2013 the company launched 3G services commercially

Today, Grameenphone is the leading and largest telecommunications service provider

in Bangladesh with more than 46.663 million subscribers as of October 2013.

2. Banglalink

Banglalink Digital Communications Limited, Banglalink is the second largest cellular

service provider in Bangladesh after Grameenphone. As of June 2013, Banglalink has

a subscriber base of 27 million with 25.7% market share. It is a wholly owned

subsidiary of Telecom Ventures Limited of Malta which is owned by Global Telecom

Holding.

Banglalink digital communications limited is fully owned by telecom ventures ltd.

(previously orascom telecom ventures limited) of malta, which is a fully owned

subsidiary of global telecom holding s.a.e. (formerly known as orascom telecom

holding s.a.e.) (www.orascomtelecom.com). following business combination in april

2011 between vimpelcom ltd and wind telecom s.p.a, vimpelcom owns 51.92% shares

of global telecom holding s.a.e. (formerly known as orascom telecom holding s.a.e.). 

vimpelcom (www.vimpelcom.com) is one of the world’s largest integrated

telecommunications services operators providing voice and data services through a

range of traditional and broadband mobile and fixed technologies in russia, italy,

ukraine, kazakhstan, uzbekistan, tajikistan, armenia, georgia, kyrgyzstan, laos, algeria,

pakistan, burundi, zimbabwe, central african republic, canada and bangladesh.

vimpelcom is headquartered in amsterdam, the netherlands and listed as an ads on the

new york stock exchange under the symbol “vip”.

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Since banglalink’s launch in february 2005, its impact was felt immediately:

overnight mobile telephony became an affordable option for customers across a wide

range of market segments.

Banglalink’s success was based on a simple mission: “bringing mobile telephony to

the masses” which was the cornerstone of its strategy. banglalink changed the mobile

phone status from luxury to a necessity and brought mobile telephone to the general

people of bangladesh and made a place in their hearts. the mobile phone has become

the symbol for the positive change in bangladesh.

This positive change that is quite correctly attributed to banglalink, has become the

corporate positioning of banglalink and is translated in their slogan “making a

difference” or “din bodol”-  “making a difference” not only in the telecom industry,

but also through its products and services, to the lives of its customers. this corporate

stance of “making a difference” has been reflected in everything banglalink does.

Banglalink attained 1 million subscribers by december 2005 and 3 million subscribers

in october 2006. in less than two years which is by december 2007, banglalink

overtook aktel to become the second largest operator in bangladesh with more than

7.1 million customers. banglalink currently has 27.07 million subscribers as of june

2013, representing a market share of 25.7%.

Banglalink’s growth over the preceding  years have been fuelled with innovative

products and services targeting different market segments, aggressive improvement of

network quality and dedicated customer care, creating an extensive distribution

network across the country, and establishing a strong brand that emotionally

connected customers with banglalink.

Mission Statement: ‘To deliver innovative, customer focused products and to be the

benchmark for customer service excellence’.

Vision: “Banglalink understands people’s needs best and will create and deliver

appropriate communication services to improve people’s life and make it easier”

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3. Airtel

Airtel Bangladesh Limited is one of the fastest growing mobile services providers in

Bangladesh and is a concern of Bharti Airtel Limited, a leading global

telecommunications services provider. The company offers a wide array of innovative

mobile services, including voice, value added services, data and m-commerce

products and is focused on expanding its state-of-the-art mobile network both for

coverage and capacity.

 

With a customer base of more than 8 million, Airtel Bangladesh is the most preferred

youth brand of the country that thrives on excellent data service. And data experience

with Airtel will only be better when the company will introduce its array of 3G

services. To make customers’ lives easier Airtel Bangladesh has Doorstep Service by

which customers can enjoy all kinds of service at their preferred place. M-Commerce

opened a new horizon in money transfer that gives Airtel customers the freedom to

send money to their dear ones instantly from their mobile.  Through M-health,

customers can now reach professional doctors over phone 24/7 and get basic

treatment.

To enrich the lives of the customers Airtel has 7 Airtel Experience Centers (AEC) and

77 Airtel Relationship Centers (ARC) across the country and our corporate office is

situated in Banani (house 34, Road 19/A), Dhaka 1213, Bangladesh. 

4. Robi

Robi, the most dynamic and rapidly-growing telecommunications operator in

Bangladesh, is developing its services to meet increasing customer needs - ranging

from voice and high speed Internet services to tailor-made telecommunications

solutions. Robi is a joint venture company between Axiata Group Berhad of Malaysia

and NTT DoCoMo Inc. of Japan. It commenced operation in 1997 as Telekom

Malaysia International (Bangladesh) with the brand name ‘Aktel’. In 2010 the

company was rebranded to ‘Robi’ and the company changed its name to Robi Axiata

Limited.

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Robi draws from the international expertise of Axiata and NTT DoCoMo Inc.

Services support 2G and 3.5G voice, CAMEL Phase II & III and 3.5G

Data/GPRS/EDGE service with high speed internet connectivity. Its GSM service is

based on a robust network architecture and cutting edge technology. The company has

the widest International Roaming coverage in Bangladesh connecting 600 operators

across more than 200 countries. Robi’s customer centric solution includes value added

services (VAS), quality customer care, digital network security and flexible tariffs.

Since its inception in 1996, Axiata Group and its predecessor Telekom Malaysia has

invested around BDT 11,000 crore in the form of equity till 2012. Moreover the

company has contributed almost BDT 10,000 crore to the Bangladesh Exchequer in

the same period.

As a subsidiary of Axiata Berhad Malaysia , Robi draws on leading edge technology

to provide its service in Bangladesh, covering almost 100% of the population, Robi is

committed to provide best data and voice quality and will continue to ensure that its

customers are able to enjoy the best experience through leading edge technology and

innovative products and services.

5. Teletalk

Teletalk Bangladesh Limited is a public limited company, registered under the

Registrar of the Joint stock companies of Bangladesh. Total shares owned by the

Government of the Peoples Republic of Bangladesh.

We continue to grow and engage our customers through our clear commitment to

offering high quality products and services as well as leading customer retention and

loyalty programmers. Teletalk continues to be a part of the revolution that’s

connecting millions of Bangladeshi people and around the world.

Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk

has forged ahead and strengthened its path over the years and achieved some feats

truly to be proud of, as the only Bangladeshi mobile operator and the only operator

with 100% native technical and engineering human resource base, Teletalk thrives to

become the true people’s phone – “Amader Phone”.

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Branding strategy

1. GrameenPhone

As we all know GP is the largest mobile telecommunication company in Bangladesh. But

to reach in this position GP had to make sure they are the No.1 brand in mobile

telecommunication sector In respect of recent increasing demand, no notable

promotional activities are required. Yet to keep the existence of the demand toward

phoning facility and to capture the competitive market, several promotional activities

such as advertisement through news paper, magazines, satellite TV etc. will grow

beneficial fruits to the commercial tree of the company. In it beside the commercial

identity and good will, profit will be increased..

GP participate on different types of CSR (corporate social responsibilities)

They do lots of brand promoting campaigns

They attend different trade fairs

They sponsored Bangladesh Cricket team for a long time

They have extensive customer service center

2. Banglalink

As Banglalink is the market follower they hold the second position their brand promoting

strategy is also quite same. When Banglalink entered the Bangladesh telecom industry in

February 2005, the scenario changed overnight with mobile telephony becoming an

extremely useful and affordable communication tool for people across all segments.

Within one year of operation, Banglalink became the fastest growing mobile operator of

the country with a growth rate of 257%. This milestone was achieved with innovative

and attractive products and services targeting the different market segments; aggressive

improvement of network quality and dedicated customer care; and effective

communication that emotionally connected customers with Banglalink.

Banglalink entered the market with a promise of making mobile phone affordable for

people. This promise was kept and Banglalink was the first operator to introduce a flat

rate for all calls (inside own network and to other operators) for the convenience and

ease of customers. Banglalink focused heavily on enhancing service and quality during

2006.

Banglalink do wide range of advertisement campaign which help both branding

and market positioning.

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they also participate on different types of CSR (corporate social responsibilities)

Their slogan "Din bodoler chesta" seriously branding their company profile in a

wide range.

Banglalink also became a leader in terms of its advertising quality and setting

very high standards for competition and others. The corporate TV commercial of

"din bodol" based on the theme "making a difference in people's lives", touched

everyone throughout the country and was adjudged the best TVC of the year

according to the leading dailies of the country like Prothom Alo and New Age.

This TV Commercial has become a matter of national pride for Bangladesh as it

has been nominated for the best TV Advertisement of the year with 4 other

international television commercials at the GSMA Award 2007.

3. Airtel

One of several brand identification options may be appropriate for a company. The major

identification alternatives are:

Specific Product Branding: The strategy of assigning a brand name to a

specific product.

Product-Line Branding: This strategy places a brand name on a line of related

products.

Corporate Branding: This strategy builds brand identity by using the corporate

name to identify the product offering.

Combination Branding: A company may use a combination of the branding

strategies.

Other companies already use different brand name for their various offers. Such as:

Grameen Phone use Smile, djuice for their two different offers. Banglalink use Ladies

first, Desh and Rong for their three different offers. Robi use Aktel joy, Robi power for

their two different offers. According to airtel’s view, their strategy of giving different

name to different offers is less confusing than their competitors. They argue that

customer can easily identify the benefits of their specific offer through the name. So,

they think that airtel owns first position in case of branding strategy.

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4. Robi

Brand valuations are useful for many reasons but the applications tend to fall into two

main categories: strategic brand management and financial transactions. The former

focuses mainly on internal audiences by providing tools and processes to manage and

increase the economic value of brands. The latter provides a rupee price to facilitate

brand related transactions with outside parties.

Brand valuation identifies the value provided by the brands used within a business.

Management can optimise the use of, and relationship between, brands according to their

respective economic value contribution.

Brand valuation assesses the economic risk of migrating from one brand to another.

Brand migration can be more successfully managed by understanding and quantifying

the economic risk of losing one brand and potential of another brand to capture and

increase the value creation of branding within the business. Robi went through those

situations and now become ROBI. The previous brand image built on the name of

AKTEL which now changed.

5. Teletalk

Promotion is one of the marketing tools that a company uses to achieve its marketing

objectives. Each promotion tools has unique characteristics to improve their total sales.

Teletalk are trying to do more promotional activities for their service. That will create

their brand image as well.

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Competitive positioning

Product differentiation is the development or incorporation of attributes (such as benefits,

price, quality, styling, service, etc.) that a product's intended customers perceive to be

different and desirable.

1. GrameenPnone

GP is going to reinforce the brand name and main points of product differentiation by

choosing appropriate media to let people know about our service.

To make the service more reliable we are focusing on what benefits the consumer will

get and will provide that wise. So we have researched to find out the way they can

adopt our service in a huge amount.

Our advertisings will appear with a view to create value and awareness about 3G. The

public relations efforts we will offer to build another era for the existing brand image.

To create buzz we will provide promotional sales (limited stock) 3G enabled handsets

& also preordering facility.

The private selling strategy will help us to build strong relationship with our B2B

segments. Our huge range of customer service & outlets will make easy to buy our

product and create customer value as well.

Using product differentiation we assume Grameenphone 3g to be positioned at the top

of all 3g service providers in Bangladesh, concentrating on young generation,

especially students, who need high speed internet, and other 3g benefits such as live

TV, and video calling.

Grameenphone will position its 3G services as the most reliable, faster and with the

widest network coverage 3G mobile service in the country. It will emphasize on the

importance of Third generation technology in all sectors of life. Especially, in

business, for people with talking disabilities and obviously for the fun loving and

adventurous youth of the generation who love high speed gaming, mobile TV viewing

or in a world being entertained anywhere and everywhere.

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2. Banglalink

Banglalink enterprise offers a wide range of products and services to suit the needs of

the business community. Companies under the enterprise package are provided with a

dedicated enterprise relationship manager who provides them with personalized

customer care round the clock. Other benefits of enterprise include customized

packages with attractive call charges and connection price, enterprise SMS broadcast,

enterprise short code, international roaming, missed call alerts, free voice mail

retrieval, fax and data service, call conferencing, special offer for family members and

many more. It was first launched in December, 2006. The current packages are:

enterprise corporate; targeted at the corporate segment

enterprise SME; targeted at the SME segment

enterprise personal

3. Airtel

Initially their target was to reach the top. But others are targeting to the grass root

level, and increasing their customer. Airtel wants to be the leader with good quality

and is designing products for the middle class range also.

In terms of airtel, they are now using advertising, sales promotion, sponsorship

program, public relation, internet marketing and direct marketing

4. Robi

The promotional strategy of ROBI is improving day by day. The transformation

between AKTEL to ROBI is not quite easy. They had to build the brand image and as

well as positioning the ROBI on customers mind. The positioning strategy they use:

Bouchers with all necessary info

Press Ads

TV comercials

Billborads

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5. Teletalk

Promotion is one of the marketing tools that a company uses to achieve its marketing

objectives. Each promotion tools has unique characteristics to improve their total

sales. Teletalk are trying to do more promotional activities for their service. Teletalk

Marketing promotion can be classified in several steps:

Advertising

Personal Selling

Sales Promotion

Public Relation

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Distribution channel strategies

1. GrameenPhone

Gp's channel strategy is to use selective distributors. It will help to maintain their

quality and company reputation. As GP provides SIM registration before selling so

they prefer selective & trained retailers to distribute any kind of product of GP 3G.

All products will be found in GP customer care office, service care & selective

outlets. To support the retail distributor they will provide all kind of package

brochure, colourful photo leaflets, detailed specification handouts, where e features of

the product would given in detail.

GP's personal selling will be only for B2b customer. As they give the opportunity to

customize the plan so they will do personal selling. Also as promotional campaign to

business they will go to different offices (media channel, banks, and hospitals) to

aware them about up gradation or to make new customer.

2. Banglalink

The Sales& Marketing department functions in different categories such as Research

& Product Development, Marketing Communications, Corporate & Direct Sales

(telesales), Channel Management, FWT & Backbone Solutions, Logistics & Trade

Support, International Roaming etc.

Sales and marketing is responsible for setting up of the sales channels and

mechanisms by which the services packages are actually sold to the customers. This

department also deals with corporate sales. This department however deals mainly

with sales to corporate customers and maintenance of relations with both current

clients as well as counting out potential new corporate clients, whereas the after sales

service and other issues are dealt with by the customer services operations section of

the company.

3. Airtel

Distribution channel of Airtel is very strong. That's why they are now emerging as the

fastest growing mobile telecommunication company in Bangladesh.

Wider distribution channel which make service more accessible.

Product delivering timing is less consuming

Extended sales personnel

Effective customer care center

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4. Robi

The distribution channel of ROBI is very effective. They are very much on growing

part in telecommunication sector.

They make effective use of distribution channel.

Make product service delivery system more effective and less time consuming

Wider distribution channel to make service more accessible.

5. Teletalk

Place is very much important for product sale. Place depends on good location,

transportation facility, availability, channels etc. and teletalk select a right place

named Banani, from this place people can easily buy the product and there

transportation system is very easy and available.

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Conclusion

Telecom sector deals with the most sensitive part of an economy. It is vitally important for a

country to provide quality network for flourishing the economic sector and enhancing the

overall business and manufacturing environment of the country. In recent times in

Bangladesh Telecom sector has been considered the most prospective, compared to the other

service sectors for their quality service and transparency. In the past only some limited

companies were in operation and people had no other alternative to go to those institutions

for service. But now the scenario is quite different. A good number of companies are

rendering service and a tough competition exists in this sector. So, it is very important to

attract new domain of customers, side by side with regular clients in order to diversify the

customer basket and at the same time increasing profit.

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Reference

http://bdmobiletips.blogspot.com/2010/04/mobile-phone-subscribers-in-

bangladesh.html\

http://www.grameenphone.com/

http://www.weeklyblitz.net/988/mobile-telecom-industry-in-bangladesh

http://mushfiq009.wordpress.com/%E2%80%9Coverview-of-mobile-

telecommunication-industry-in-bangladesh-%E2%80%9D/

www.diva-portal.org/smash/get/diva2:121516/FULLTEXT01

Annual report of GrameenPhone‟10

www.airtel.com.bd

Latest tariff reports of Airtel.

Handbills of different packages and offers and services.

www.Robi.com

www.banglalink.com

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