American International University of Bangladesh

Research paper on

“Managing Profitable Customer Relationships & Partnering To build Customers Relationship-A Study OF Comparison Between Grameenphone & Banglalink.

Subject: Principal Of Marketing

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Table of content:

Topic Page no.

Introduction to Grameenphone 3

Introduction to Banglalink 4

Company Background 5

Mission Of The Organization 5

Market Offerings (Product, Size/Type & price) 6

Concepts Of Marketing 8

Marketing Mix 9

Supply Chain Management 16

Social Marketing Campaign 17

List & Short Notes On Business Portfolio 19

Evaluation Of SBUs by BCG Matrix 20

Application of Product-Market Expansion Grid Strategies

21

Market Segmentation, Targeting and Positioning (STP) techniques

23

SWOT Analysis of the Company 26

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Introduction to Grameenphone

### Grameenphone Limited (“GP”, the “Company”) was established in 1996 and commenced services on

March 1997 as a joint venture between Telenor of Norway and Grameen Telecom

### GP is a strong wireless operator in Bangladesh with approximately 25.3 million subscribers at 2010

with50.5% of the Bangladesh wireless market.

### For the fiscal year ended December 2010, GP generated total revenues of US$792 mn and underlying

EBITDA of US$396 mn, representing an EBITDA margin of 50.1%

### GP operates on the GSM 900 standard with a total bandwidth of 7.4 MHz; and the GSM 1800

standard with a total bandwidth of 7.2 MHz

### The Company has a comprehensive network, with over 10,000 base stations, covering 97% of

Bangladesh’s population and is GPRS/EDGE enabled.

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Introduction to Banglalink

### Orascom telecom Bangladesh limited ("banglalink") is a 100% owned subsidiary of orascom telecom

holding s.a.e., Egypt, ("oth") in Bangladesh. It was acquired by oth in 2004, and after a complete overhaul

and the deployment of a new GSM network. Banglalink began operations in Bangladesh in March 2005.

.### 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.

### 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

14.22 million subscribers as of march 2010, representing a market share of 26%.

### Growth over the last 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.

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Grameenphone BanglalinkCompany Background

In November 28, 1996 Grameenphone was offered a

cellular license in Bangladesh by the Ministry of Posts

and Telecommunications joint venture between Telenor

of Norway and Grameen Telecom. Then in march 26,

1997 Grameenphone launched its service on the

Independence Day of Bangladesh.

Mission Of The Organization

reliable

widespread

convenient mobile and

cost effective telephone services

Company Background

The long awaited launching of a mobile telecom

network by a state-run enterprise had finally

materialized on 1 March 2005. It also fulfilled a

cherished dream of people who continuously demanded

to the government for such an enterprise. The

government started the "Mobile Telephone Project" and

Bangladesh Telegraph & Telephone Board (BTTB) was

entrusted with the responsibility for implementing the

same. The Project work started in June 2004 and the

network was soft launched on 1 march, 2005.

Mission Of The Organization

Straight Forward

Reliable

Innovative

Passionate

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Market Offerings (Product, Size/Type & price)

Djuice :

# Target Market: Youth

# Product Type: Prepaid

# Price: 150

# Focus on music, messaging Community to appeal to the

youth

#Completely separate from the Grameenphone brand.

Shohoj Package:

# Target Market: Corporate Level

# Product Type: Prepaid

# Price: BDT 150

# Offering You will be able to talk to over 23 million

Grameenphone numbers at a low rate

Aapon Package:

# Target Market: Family Members

# Product type : Prepaid

# Price : BDT 150

# You will be able to talk to over 23 million

Grameenphone numbers at a low rate.

Bondhu Package:

# Target Market : Friends & FnF

# Product Type : Prepaid

#Price: BDT 150

# This package with the highest number of F&Fs allows

you to talk to your near and dear ones at the lowest rate.

Market Offerings (Product, Size/Type & price)

banglalink desh:

# Target Market : General People

#Product Type: Prepaid

# Price : BDT150

# bonus on incoming, lifetime validity, e-isd

facility, 3 fnf numbers to any operator.

Banglalink desh rangdhanu:

#Target Market: Friends & Family

#Product Type: Pre-paid

#Price: BDT150

# with this package, banglalink customers will be able

to talk for half an hour by paying for only 5 minutes!

Banglalink desh ek rate

#Target Market : regular customer

#Product Type: Pre-paid

#Price: BDT150

#specially targeted towards those customers who

want flat call rate throughout the day.

Banglalink post-paid:

#Target Market : Corporate Level

#Product Type: Post-paid

#Price: BDT500

# lowest call charges,1 second pulse,20% bonus on

incoming calls,up to 15% monthly loyalty discount on

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This package gives you the privilege of calling 7 FnF

numbers at Tk 0.49/min.

GP xplore Postpaid :

# Target Market: High Income Mass and Professionals

# Product Type: Postpaid

#Price : BDT 650

# Offering competitive tariff with features such as

unlimited internet, flat call tariff, easy bill payment

facilities etc.

GP Business Solutions:

#Target Market: Business

#Product Type: Postpaid & Prepaid

#Price :BDT500

#Customized solutions for Corporations, SME and

SOHO businesses Provides closed user group

functionality, business messaging, Blackberry services,

priority customer service etc.

The supplementary Services

# Internet 

# Bill Pay 

# Cell Bazaar 

# Stock Information,

# Instant Messaging,

# SMS Based Alerts/Services

#  Music

#  Cricket Updates

# Web SMS

# Mobile Backup

airtime, economy isd call charges (012) to 55

countries, international roaming, international sms

Banglalink sme :

#Target Market: small capital/small job holders.

#Product Price : Post-paid

#Price : BDT400

# 50 free minutes and 50 free sms per month which can

be used to any banglalink number 24 hours a day,

waiver of monthly fee if monthly usage exceeds tk

400, only tk 50 monthly fee, zero connection price.

The supplementary Services

# Call Forwarding/Divert

# Call Waiting / Call holding

# Call Barring

# Caller Line Identification Presentation

Value added services

# i'bubble

# Voice Mail Service (VMS)

# Short Messaging Service (SMS)

# Ring Tone Download

# Logo Download

# SMS (Text, Quotes & Jokes, Cricket update,

Horoscope, Emergency ...)

# Conference Call

# Ring Tones

# SMSemail

# SMSadda

# Picture Messages

# International SMS

# Song Dedication

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Value added services

# Voice Mail Service (VMS)

# Short Messaging Service (SMS)

# Ring Tone Download

# Logo Download

# SMS (Text, Quotes & Jokes, Cricket update, #

Horoscope, Emergency ...)

# Conference Call

# Ring Tones

# SMSemail

# SMSadda

# Picture Messages

# International SMS

# Song Dedication

# Instant Recharge

# Instant Recharge

Concepts Of Marketing

Grameenphone & Banglalink, both the companies follow

selling and societal marketing concepts. They

communicate with the customers regularly by newspaper,

media, advertisement, by providing service with customer

care. They emphasis on selling and promotion effort.

Besides both the companies are following societal

marketing concept as they are participating in CSR

activities and considering consumer & society’s long run

interests.

Concepts Of Marketing

Grameenphone & Banglalink, both the companies

follow selling and societal marketing concepts. They

communicate with the customers regularly by

newspaper, media, advertisement, by providing service

with customer care. They emphasis on selling and

promotion effort. Besides both the companies are

following societal marketing concept as they are

participating in CSR activities and considering

consumer & society’s long run interests.

Marketing Mix Marketing Mix

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Product Profile:

Different packages of Grameenphone.

Djuice: Focus on music, messaging Community to

appeal to the youth.

S hohoj Package: Offering You will be able to talk

to over 23 million Grameenphone numbers at a low

rate.

Aapon Package: You will be able to talk to over 23

million Grameenphone numbers at a low rate.

Bondhu package: This package with the highest number

of F&Fs allows you to talk to your near and dear ones at

the lowest rate. This package gives you the privilege of

calling 7 FnF numbers at Tk 0.49/min.

GP xplore Postpaid: Offering competitive tariff with

features such as unlimited internet, flat call tariff, easy

bill payment facilities etc.

GP Business Solutions: Customized solutions for

Corporations, SME and SOHO businesses Provides

closed user group functionality, business messaging,

Blackberry services, priority customer service etc.

Product Profile:

Different packages of Banglalink.

banglalink desh: Bonus on incoming, lifetime

validity, e-isd facility, 3 fnf numbers to any

operator .

Banglalink desh rangdhanu: With this package,

banglalink customers will be able to talk for half

an hour by paying for only 5 minutes.

banglalink desh ek rate: Specially agreed

towards those customers who want flat call rate

throughout the day.

banglalink post-paid: Lowest call charges,1

second pulse,20% bonus on incoming calls,up to

15% monthly loyalty discount on airtime,

economy isd call charges (012) to 55 countries,

international roaming, international sms.

banglalink sme : 50 free minutes and 50 free sms

per month which can be used to any banglalink

number 24 hours a day, waiver of monthly fee if

monthly usage exceeds tk 400, only tk 50 monthly

fee, zero connection price.

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Price:

Pricing is one of the marketing mix tools that a

company uses to achieve it marketing objectives.

Djuice: # Djuice new connection is only Tk.149 with bonus

talk time of tk.50.

# Djuice to Djuice/GP (only for Fnf), tk. .49 (24 hr.)

# Djuice to GP, tk. 1.35 (8 a.m.-12p.m)/tk. .49 (12-

5p.m.)/tk. 1.35 (5-12p.m)/ tk. .49 (12-8a.m)

# SMS rate for Djuice to any operator tk. .75

Apon package:

Shohoj Package:

Price: Pricing is one of the marketing mix tools that a

company uses to achieve it marketing objectives.

Banglalink Desh:

Banglalink desh rangdhanu

# under rangdhonu package, whenever a call will be

connected to any banglalink number during

12.00am-5.00pm, tk.1.50/minute will be charged

per minute during the 1st five minutes. from 6th to

30th minute, the call will be free of charge.

similarly, from 31st to 35th minute, the tariff will be

tk. 1.50/minute and from 36th to 60th minute, the

call will be free of charge.

# 60 second pulse will be applicable for this tariff 

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Bondhu Package:

Xplore Postpaid:

# special tariff of rangdhonu package will be

applicable for calling to any banglalink numbers

(including fnf) from 12am to 4pm.

banglalink desh ek rate:

# customers can enjoy tk. 0.87/min tariff #all day

long to call to any operator (including fnf)

# 60 sec pulse applicable 

Banglalink post-paid:

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Place:

The number of GP owned distribution centers all over the

country is around 18. The centers serve customers

directly and deal them with guidelines and advices to

make the communication through network system easier

and quicker. Besides there are around 60 franchises

spreading all over the country right now.These franchises

deal with the customer problems and requirements; they

gets complaints from customers, they collect creative

suggestions from the valuable customers. And other

channels- such as dealers, retailers- are making the

products and services of GP more diversified to the

customers. GP has not come to its present situation

instantly. Various types of changes incurred during the

years of its business. We will see the different channels at

different time period one by one.

From the beginning of the business of GP, it supplied its

SIM to the distribution centers. Dealers got the product

from the centers and sold those to retailers. The retailers,

SME

Enterprise Package :

# Connection fee. 499.00 Tk (50 Tk. Talk Time

Banglalink post-paid:

postpaid package

1

supplementary connection

call & control

line rent tk 100 - tk 50

minimum commitment - tk. 50 -

outgoing call charges to banglalink numbers

9am - 5pmtk

0.99/mintk 0.99/min

tk 0.99/min

5pm - 12amtk

1.25/mintk 1.25/min

tk 1.25/min

12am - 9amtk

0.45/mintk 0.45/min

tk 0.45/min

outgoing call charges to other operators

9am - 5pmtk

0.99/mintk 0.99/min

tk 0.99/min

5pm - 12amtk

1.25/mintk 1.25/min

tk 1.25/min

12am - 9amtk

0.99/mintk 0.99/min

tk 0.99/min

fnf rates

number of fnf

4 4 3

24 hours call charge

to banglalink

fnf

tk 0.45/min

tk 0.45/mintk

0.45/min

24 hours call charge

to other operators’

fnf

tk 0.79/min

tk 0.79/mintk

0.79/min

sms rates

sms rates to banglalink and other numbers

tk 0.75/sms

tk 0.75/smstk

0.75/sms

sms rates to fnf

numbers

tk 0.50/sms

tk 0.50/smstk

0.50/sms

pulse

to banglalink numbers

1 sec 1 sec 1 sec

to other operators numbers

30/30/15

30/30/1530/15/1

5

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at last, sold the product to end users. This was a

traditional channel. Sometimes, end-users purchased

products from dealers as a whole to minimize the

purchasing cost. Company did not sell directly to the

customers at that time.Only three years ago GP

introduced a new and convenient channels of distribution

to overcome the traditional system. The two tails of the

channel is the most attraction part to the

customers.Through around 30 distribution centers, GP

distributes all key parts of the country. Dealers, as an

intermediary, purchase the products from the centers and

disburse those to two types of retailers. One is – exclusive

retail outlet and another one is – non-exclusive retail

outlets are permitted to sell the products of only GP. They

are the guaranteed or authorized retailers. Non-exclusive

retail outlets can sell other companies’ product as well as

they have no relation the customers or end-users buy

products from either of two types of retail outlets. They

get the product or service of company in the most

convenient way at the student time period.

Free,50 Free SMS)

# 20% Incoming bonus.

# Any other operator, tk - .99/min [9-5 pm]

# Any other operator, tk- 1.25/min [5-12 pm]

# Banglalink to Banglalink, tk- .25/min [12-9 pm]

# Banglalink to Other operator, tk- .25/min [12-9 pm

# 1 sec pulse banglalink to banglalink & 15 sec pulse

other operator

# Minimum Monthly Bill tk - 100

# 4 (FnF) facility in any operator (Banglalink to

Banglalink 0.25 Tk or Banglalink to Other

operator .79)

Place:

As like as grameenphone Banglalink has a proper

distribution team and channel. It has already appointed

approximately 92 dealers over the country. Besides it

is distributing its product by customer care and bank. It

is struggling very hard to make its product available

countrywide.

The distribution channel for mobile phone subscription

has changed somewhat over the last year or so. There

is still a multitude of levels within the channel. This

channel has shrunk vertically during the last year or so

and created a shallower channel.

Promotion:

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.

Banglalink are trying to do more promotional activities

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Promotion: Grameenphone uses promotional activities that

communicate the merits of the product and persuade

target customers to buy it. Grameenphone can succeed to

acquire more than 10 million customers as of December

2006 not only providing good service but also using high

frequency promotional activities. Grameenphone uses

most of the promotional tools to give message for its

customers on the new product & existing product and

product features. Grameenphone must do more than

make good product- they have to inform customers about

product benefits and carefully position products in

consumers’ mind.

Grameenphone Advertising process :

Any paid form of nonperson presentation and

promotion of ideas, goods or services by an identified

sponsor. Grameenphone advertising can introduce the

company and the products. If the product embodies

for their service. Banglalink

Marketing promotion can be classified in several steps

Advertisements through billboards:

The billboards installed so far by Banglalink

Bangladesh Limited are listed below:

Sl No Location qty

1 Kachpur-Dhaka Facing 1

2 Op N. U- Dhaka Facing 1

3 Saidabad bridge 1

4 Mohakhali Flyover (Both) 1

5 Shahabagh 1

6 GEC Circle (Ctg) 1

7 Gabtoli Bus Stand-Savar face 1

8 Chittagong Railway Station 1

Advertisement:

Advertisement through Electronics media : Banglalink

published their advertisement different channel as like-

ntv, channel 1, Rtv, Bangla vision, ATN Bangla, radio

today etc.

Personal Selling:

Personal presentation by the firm’s sales forces for the

purpose of making sales and building

customer relationship. Banglalink uses personal selling

in different stages of marketing and distribution.

Company distributes their product (SIM, Scratch, I-

top, Cash card) among the wholesalers and retailers by

maintaining the excellent relationship. Banglalink’s

communicate with corporate client by its sales force

building and keeping relationship with

potential and existing valued customer.

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new features, advertising can explain them.

Advertising can remind customers of how to use the

products and reassures them about their purchase.

Advertising tools

o Newspaperso Televisiono Radioo Magazineso Newslettero Internet

Grameenphone Sales promotions Process :

Grameenphone uses sales promotions that consist of a

diverse collection of incentive tools, mostly short term,

designed to simulate quicker or greater purchase of

particular products or service by consumers or the trade.

Sales promotion tools:

Price-packs

Nokia handset festival @ GPC’s

Cash Refund Offers

thankyou

Prizes

grameenphone pothe pothe utchob

Patronage Awards

thankyou crown, Be Special, Be crown

Grameenphone Public relations process:

Public relation is one of the grameenphone strategic

promotion tools building good relations with the

Sales promotion :

Sales promotion includes a wide way of tools that can

attract consumer’s attraction, strong

incentive of purchase, free gifts, discount and several

types of occasional program.

Banglalink sales promotion includes credit sales,

commission etc. Banglalink arrange

Conference every year among the dealers, wholesalers

and retailers. They always try to influence and

convince them for creating a market demand and sale

their product. here is some examples of Banglalink

promotion that can be highlighted.

Road show :

Banglalink organized a two days long road show. Here

subscribers got the opportunity to buy SIM of different

pre-paid package at 70TK,where regular offer is

150TK.

Handbag Distribution :

At Bangla academy “Ekusay Boi Mela” Banglalink

distributed handbag in visitors who bought book from

fair. There was slogan on handbag for raising

awareness for reading book.

Scarf Distribution:

Banglalink distributed scarf to attract their existing and

new customer at Pahela Baisakh, That scarf create

brand awareness of Banglalink.

Public Relation :

Public relation is used to promote products, people,

places, ideas, activities, organizations and even

nations. Public relation can also influence a product

sales or brand awareness. Banglalink arrange meeting

always with the wholesalers and retailer for

maintaining a good relationship with them. General

people can also come to the Banglalink office for their

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company’s various publics by obtaining favorable

publicity, building up a good “corporate image”.

queries and for expressing their concern about any

telecom related factors.

Supply Chain Management Supply Chain Management

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Social Marketing Campaign

"Even a journey of a thousand miles begins with a

single step..." - Chinese proverb

At Grameenphone, we live by the statement

"Development is a journey, not a destination." Our

work is not just about ensuring connectivity; it is

about connecting with people and building

relationships, based on trust, with our subscribers,

business partners, employees, shareholders, as well

as the wider community. We have always believed

that good development is good business. While we

maintain our business focus, taking the nation

forward remains our top priority. Thus our

relationship with Bangladesh is built on a

partnership which strives to achieve common

economic and social goals.

Corporate social responsibility, as we see it, is a

‘complementary' combination of ethical and

responsible corporate behavior, as well as a

commitment towards generating greater good for the

society by addressing the development needs of the

country.

Our core strategy in this area is to be Bangladesh's

partner in developing the country, particularly in its

Social Marketing Campaign

Corporate social responsibility, as we see it, is a

‘complementary' combination of ethical and

responsible corporate behavior, as well as a

commitment towards generating greater good for

the society by addressing the development needs

of the country.

Like the previous year, banglalink continues its

CSR activities for the Hajj pilgrims this year as

well.

Last year banglalink provided pure drinking water

at the Hajj Camp and the Zia International Airport.

This year, banglalink has added some extra

facilities, such as pure drinking water, necessary

medicines, free phone kiosks and buses for shuttle

services (airport drop service for the Hajjis), says

a press release.Banglalink is doing many other

social responsibilities …..

-Agri-solution service

-Special Service at haji camp

-Helping Unpriviliged children

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promise, as a United Nations Millennium

Declaration signatory, to meet the eight targets

known as the Millennium Development Goals by

2015. We have consolidated our social investment

initiatives in four core areas related to the

Millennium Development Goals namely,

Poverty alleviation,

Healthcare,

Empowerment

Education.

We are witness to the endless possibilities and the

strength of the people of Bangladesh. We believe

every step matters in the journey of hope we are

taking together as a nation. With every connection

we provide and with every opportunity we create in

the community at large, we see the emergence of

new possibilities. The Village Phone ladies lead us

towards a silent yet powerful social revolution. The

indomitable spirit of acid survivors inspires us, while

the confidence of intellectually challenged athletes

shows us how to make the word ‘impossible'

obsolete.

Every step inspires us to move forward and takes us one

step closer to our destination. Every step counts.

-Decide to make Rajsahi Beautiful

Donates blankets to orphanage

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List & short notes on business portfolio

Pre-Paid

Smile

djuice

Post Paid

xplore

Recharge

Flexi-Load 

Scratch Card

Hardware

Genuine Handsets 

GPRS and EDGE Modem 

Accessories ( Charger, Battery etc)

Services

List & short notes on business portfolio

Prepaid Packages:

desh rang

desh

ladies, first!

Postpaid Packages:

personal package

personal supplementary

personal call and control

enterprise personal

upper class

Banglalink enterprise:

enterprise corporate

enterprise SME

enterprise personal

Value Added Services:

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Public Phone Activation

Value Added Services:

 International Roaming 

 EDGE 

 Voice Mail Services 

 Text Messages

Bill Payment

You can pay your post paid bill of any amount at any

Grameenphone Center

information based services

entertainment  

 data based services  

call management services

mobile financial services

Recharge

Flexi-Load 

Scratch Card

Evaluation of SBU by BCG Matrix

Smile: High growth rate& share

Profit Potential

May Need a Heavy investment to

Evaluation of SBU by BCG Matrix

Relative market Share High Low

Desh:High growth rate &share

Profit potential

May need a heavy investment to flow

Relative market Share High Low

Low Low

Star

Smile

Question markdjuice

Cash cows

Internet

Dogs

Cell bazar

Star Desh

Question markSME

Cash cows

Rong

Dogs

internet

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Flow

Djuice:High Growth rate&low share

Build into stars

They Require cash to hold the

market share

Internet: Low growth and high share

Establish successful SBU

Produce cash To Hold the market

Cell Bazar: Low Growth and Low Share

Low Profit Potential

SME: High Growth rate and low market share

Biuld into stars

Require cash to hold the market share

Rong:Low Growth and High Share

Establish Successful SBU

Produce cash to hold the market share

Internet: Low Growth and Low Share

Low Profit Potential

Application of product market expansion grid strategy

Product market expansion grid is marketing tool

created by An off. There are 4 possible combination

of market expansion grid.

Market Penetration

Product Development

Market Development

Diversification

Market penetration :

Application of product market expansion grid strategy

Product market expansion grid is marketing tool

created by An off. There are 4 possible

combination of market expansion grid.

Market Penetration

Product Development

Market Development

Diversification

Market penetration :

P a g e | 22

A strategy for company growth by increasing sales

of current market without changing their product.

This is not applicable for grameenphone and

banglalink.

Market development :

when current product is launched in a new market

and new target customer group. Grameenphone and

banglalink both are trying to develop their market.

Product development:

When a new product is launched in the current

market by developing new features, developing

different quality levels ,improve the technology etc.

GP

Internet   : Grameenphone provides internet service in

its coverage area. As it has EDGE/GPRS enabled

network, any subscriber can easily access to internet

through this network. Grameenphone was the first

mobile operator in Bangladesh to offer EDGE

services to its subscribers.

BillPay   : A service to enable users to pay their utility

bills (Electricity, Gas etc) through mobile.

CellBazaar   : A service to enable users sell or buy

products through mobile or internet.

Various other services like Stock Information,

Instant Messaging, SMS Based Alerts/Services,

Voice-based Services, Downloads, Music, Cricket

A strategy for company growth by increasing sales

of current market without changing their product.

This is not applicable for grameenphone and

banglalink.

Market development :

when current product is launched in a new market

and new target customer group. Grameenphone

and banglalink both are trying to develop their

market.

Product development:

When a new product is launched in the current

market by developing new features, developing

different quality levels,improve the technology

etc.

BL

BillPay   : A service to enable users to pay their

utility bills (Electricity, Gas etc)

mobile . mobile remittance: banglalink in

collaboration with dhaka bank ltd (dbl) and

eastern bank ltd (ebl) jointly launched mobile

remittance, the first ever for bangladesh as well as

for south asia. this service is a highly secured,

convenient, reliable, fast and cost-effective

remittance system.

friend finder: finding your friends was never so

easy! introducing the all new banglalink friend

finder.

banglalink messenger: banglalink messenger, the

P a g e | 23

Updates, Web SMS, Mobile Backup etc

Market Segmentation, Targeting & Positioning (STP) techniques

Bases for Segmentation: Consumer markets

can be segmented on the following customer

characteristics.

1. Geographic

2. Demographic

3. Psychographic

4. Behavioral

1.Geographic- Network: Grameenphone have the

widest network coverage in the country. It has

changed the communication structure of the country

and it can be compared with communication

revolution. It is the first company in the country that

has brought the mobile service to the mass level.

2.Demographic

2.1 Age:

Djuice: a youth based mobile to mobile connectivity

ultimate chatting tool on your mobile! it is a user-

friendly chat and messaging service that offers

three key services

Various other services like Stock Information,

Instant Messaging, SMS Based Alerts/Services,

Voice-based Services, Downloads, Music, Cricket

Updates, Web SMS, Mobile Backup etc

Market Segmentation, Targeting & Positioning (STP) techniques

Target marketOrganization that sells to consumer and business

markets cannot appeal to all buyers in those

markets or at least not to all buyers in the same

way. Buyers are too numerous, too widely

scattered and too varied in their needs and buying

practices.In case of BANGLALINK from teenager

to any age group: from lower-middle class to

upper-upper from Teknuff to Tetulia regardless to

race, religion and gender literacy level. Life style

or personality any and every single person who is

need of a telephone line backed with affordability

spend the expense of possessing a mobile phone is

their target market. This indicates that in choosing

market segment, segmental marketing is

appropriate for them. That means company should

recognize that buyers differ in their needs,

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within Bangladesh. Djuice was launched in

Bangladesh by Grameenphone on the 14th of April,

2005 i.e. the Bengali New Year. Ever since the

launch djuice has seen a big warm response from the

crowd. Within two years djuice Bangladesh had

enlisted around 2 million subscribers.

Smile Package: Smile package which is a mobile to

mobile connectivity within Bangladesh. It is the

most popular product.

2.2 Occupation:

Public call office (PCO): a package exclusively

designed for people operating public phone booths

who basically need low call rate.

Business Solution: a complete, quality business

communications service designed especially for the

business community in Bangladesh. At office or on

the move – stay connected through Business

Solutions.

3. Psychographic

3.1 Social class, Lifestyle, Personality:

X-plore product Nationwide and international

mobile and landline connectivity.

Bangladesh.Grameenphone launched Roaming

Services (both GSM and EDGE/GPRS) with

CAMEL Phase II for Pre paid In-bound subscribers.

upper class that can bear its expenses.

4. Behavioral

perception and buying behavior.

For this BANGLALINK have made a various type

of customization in phone lines and phone set

along with different prices are charged against

each segment of the target market.

Segmentation Below the various types of mobile phone set, line,

price and billing system offered by

BANGLALINK are discussed related to

geographic, demographic and psycho-graphic

segmentation. If we look to the segments from

geographic angle we find that it started its service

from capital of Bangladesh- Dhaka city. Then it

extended its coverage area into Chittagong,

Sylhet, Khulna and gradually the 61 districts of

the country. Although BANGLALINK is covering

most of the part of the area, still they left 3 more

districts. There are government restrictions for the

network coverage of those hill traces areas.

As to segment the cellular phone consumers’

psychographic segmentation plays the most

important role. Psychographic segmentation

divides consumers into different segment based on

social class, life style or personality. It is very

important to design the products and services of

mobile company according to the consumer’s

psychographic factors.

YOUNG PEOPLE- 44%

MIDDLE INCOME GROUP- 31%

SERVICE HOLDER- 17%

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4.1 Occasion:

Greemenphone provide various offer for special

occasions, like- Eid Spesial, Grameenphone brings

back the popular Nokia 1200 handset, bundled with

GP prepaid connections, for its prepaid subscribers

at an amazingly affordable price.

Target Marketing: Market segmentation reveals

the firm’s market segment opportunities.

1.Undifferentiated Marketing- GrameenPhone has

merged their pre-paid packages SMILE (with BTTB

connectivity). All Easy clients will be updated to SMILE

(Mobile to Mobile). And all Easy Gold clients will be

updated to SMILE (with BTTB connectivity).

2.Differentiated Marketing- GrameenPhone also follow

differentiated marketing strategy. They offers different

product for different segments based on different age,

occupation, wants etc.

Djuice: a youth based mobile to mobile connectivity

within Bangladesh.

Public call office (PCO): a package exclusively designed

for people operating public phone booths who basically

need low call rate.

Business Solution: a complete, quality business

communications service designed especially for the

business community in Bangladesh.

Positioning Strategy : By creating product, service,

channel, people & image differentiation GrameenPhone

reach the consumer touch point more effectively &

efficiently in comparing with their competitors in the

highly competitive telecommunication sector.

1.Product Differentiation:

Network (best, quality): GrameenPhone has the largest

network with the widest coverage around the country,

HOUSE WIVES- 4%

OTHERS- 4%

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bringing 98 percent of the population under the coverage

of its network.

2.Service Differentiation: Business Solutions is a

complete, quality business communications service from

GrameenPhone – designed especially for the business

community in Bangladesh.Messaging Services, SMS,

Voice SMS, Cell e-mail, SMS Banking, Priority

Service,Prioritized Hotline 121, Value Added Services,

Missed Call Alert, Stock Information.

3. People Differentiation: Almost half the total number

of employees of GrameenPhone Ltd. today (Tuesday),

participated in the company's biggest customer care

program to date. "This customer service campaign

follows up on the "Stay Close" promise from

GrameenPhone.

4. Channel Differentiation: GP gain competitive

advantage through the way they design their channels

coverage expertise & performance.

5. Image Differentiation: GrameenPhone logo

differentiates from the other companies. For that reason

customer easily identify them in the market.

SWOT Analysis

SWOT Analysis of Grameenphone:

Strength:

1. Strong network

2. Strong Customer

3. Value added services

4. Communicaion

Weakness

1. High call rate

SWOT Analysis

SWOT Analysis of Banglalink Bangladesh Ltd:

Strength

1. Low cost provider regarding its

competitor.

2. Banglalink’s all connections are ISD

& EISD.

3. Banglalink is the only indigenous

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2. Slow internet

3. High production price

4. Less offerings

5. Negative case (illegal VIOP)

Opportunities

1. Share

2. Reduce product price

3. CSR

4. Faster internet services

Threats

1. New another mobile company

2. Law call rate from others

3. Faster internet services

4. 3G license

company using GSM service.

4. From the very beginning it is

providing free TNT incoming &

Outgoing.

5. It has also provided incoming facility

up lifetime.

6. Moreover its contribution to our

economy can be notable.

Weakness

1. The progress of development of network is far

below from the subscriber expectation.

2. Lower number of human resource.

3. Failed to identify difference between

developed market and developing market.

4. Banglalink does follow aggressive marketing

but it should follow smooth strategy.

5. Banglalink faces coordination problem of

Management system.

Opportunities

1. Banglalink can use the image of

multinational organization.

2. Introduction of new technology and

services.

3. Expand the market in the rural area.

4. Banglalink can use the experience

strong network facilities.

5. Banglalink can use soft switch

network

Threats

1. The invention of technology which is new

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modern and consumer oriented.

2. Another invisible threat is land phone operator