grameen phone
TRANSCRIPT
GrameenPhone Service
BUS 457: Service Marketing
Submitted To
Mohammed Tanvir Imam
Submitted BY Sharif Ashiful Islam ID: 121011131 Section: 2 Spring 2015
23-Mar-15
GrameenPhone Grameenphone in Bangladesh started providing mobile telephony services in 1997 and is partly-
owned by Telenor. In addition to core voice services, Grameenphone offers a number of value-
added services on both a contract and prepaid basis. Grameenphone is the largest of in total six
mobile operators in Bangladesh
Core services
Grameenphone is the largest mobile provider in Bangladesh. Grameenphone offers core voice
services and a number of value-added services on both a contract and prepaid basis.
Grameenphone has been a pioneer in bringing innovative mobile-based solutions to Bangladesh.
Notable among these is the Health line, a 24 hour medical call centre manned by licensed
physicians. Other innovations include Study line, a call centre-based service providing education
related information, Mobicash, for electronic purchase of train tickets, Bill pay, for paying bills
through mobile phones and over 500 community information centers across Bangladesh. These
centers bring affordable Internet access and other information based services to people in rural
areas.
1 Core service Core service Medical advice/consultation
from registered physicians
Call fee: BDT
5/minute,applicable
from first minute
and onwards
2 Supplementary
service
Doctor and Medical facility information Call fee: BDT
5/minute,applicable
from first minute
and onwards Supplementary
service
Pharmacies Help e.g. Drug Information
Supplementary
service
Laboratory test interpretation
Supplementary
service
Medical Emergency numbers
Supplementary
Caller ID: (It allows GP subscriber's to view the caller's ID before answering the call).
Call Divert: It allows you to divert the incoming calls to your voice mail-box.
Call Conference: This feature allows you to connect 10 people within a single conference
call. The participants can be living miles apart, they may have different types of phones, but
call conferencing will bring them together. One person can add a maximum of four people in
a conference call.
Call Waiting: It enables you to receive a second call while you are online with another call.
When your Call Waiting feature is activated (on your handset), you will be usually notified by
a short beep sound. You can then either reject the second call or put the first caller on hold,
talk to the second caller and then return to the first call. You can keep a maximum of three
callers on hold while making another call
Call Forwarding: It allows you to forward the incoming calls to any mobile number if you
are not within the GP coverage area or do not want to receive the call.
Call Barring: This feature gives you the option of restricting different types
of calls. You can choose to bar all incoming calls, all outgoing calls, or allinternational calls.
Using this feature, you can protect your cell phone from unwanted usage
Service Design
1. Information Grameenphone in Bangladesh started providing mobile telephony services in 1997 and is partly-owned by Telenor. In addition to core
voice services, Grameenphone offers a number of value-added services on both a contract and prepaid basis. Grameenphone is the largest of in total six mobile operators in Bangladesh
2. Order-Taking Customers can order through e-mail, phone.
Membership
They can fill-up online form on our official website to confirm their order.
3. Billing Printed bill
E-mail bills
No hidden charge
4. Payment Pay bill through bill copy in enlisted banks.
Deposit slip
GP subscribers having standard chartered ATM, Dutch bangla bank ATM or credit card(auto debit), VANIK(auto debit) can pay
their local bills through ATM machines & the respective cards.
Internet banking
Cash
Flexi load
5. Consultation Immediate advice from a knowledgeable service person.
Healthful behavior.
Health treatment.
For every complaint come with a suggestion to improve the situation.
Printed information given them.
Both adult &child take special care.
Customer care center.
6. Hospitality The interior of the craft is well design and decorated.
Spacious washroom with attractive interior and proper equipments
Good quality of foods
Emergency medical services
Different types of entertainment (Television, DVD player ,
Newspaper, Magazine, Games)
Wide spacious seating place
7. Safekeeping Clients information safety
Clients privacy
Parking for vehicles
Children care
8. Exceptions Customer service center in major points.
Easy to flexi load from every where across the country.
Problem solving.
Complains, complements, suggestions.
Marketing Mix of GrameenPhone
Product
As mobile telecom is mainly a service industry, the main service of the industry is voice transfer
service which is the heart of the industry. The second important service provided by this industry
is the data transfer service i.e. Internet. Internet is provided in the form of EDGE & GPRS by the
operators. Text message (SMS and in some cases Media messages or MMS) is also an important
service. To get the services, customers need to buy SIM card or RIM card. The tangible products
of the industry are mobile sets & Internet modems. Those are not produced by the mobile
operators but various mobile set & modem manufacturers make it for them. Recently various
kinds of utilities bills can be paid by GP & Teletalk. After sales & customer service are also
important services provided by mobile operators.
Price
Initially, connection price was above the reach of average people of the country. Call rates and
network charges were also high. But now scenario has changed significantly. A pre-paid
connection can be purchased within 149 Taka, where a post-paid connection can be purchased
within 200 Taka. Call rates vary from package to package. There are differences in call charges
in various times of a day. But on an average it's now 1 Taka per minute for voice call. SMS
charge less than 1 Taka per SMS for some operators. There are various rates for various
packages of Internet service. It can be on volume basis (dependant on bytes downloaded or
transferred) or at fixed rates. In most cases, the average rate per kilobyte is around Taka. 0.02.
Promotion
In the case of promotion, mobile companies are very aggressive. They place their ads in every
possible media - from TV to radio, from print media to Internet, from the body of the buses to
billboards. Operators spend enormous amounts of money on advertisements, often acquiring the
services of leading media producers and actors to direct and play out TV commercials. One of
the operators is currently sponsoring Bangladesh cricket team, and operators regularly sponsor
various events around the country in a bid to promote their brands.
Place
Most of the operators have established their distribution facilities almost everywhere in
Bangladesh. They have their own customer care centers almost in all the important areas of
almost all the different regions of the country. Some operators have also assigned franchise
distributors. Besides their own customer centers, there are one or more authorized dealers in
every district. Mobile SIMs are available in many mobile accessories & stationary stores also. It
can be said that they have made their SIMs very conveniently obtainable.
GP Communication Mix
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 andthe products. If the
product embodies new features, advertising can explain them.Advertising can remind customers
of how to use the products and reassures themabout their purchase.
Grameenphone Advertising Objectives:
Grameenphone uses advertising as a promotional tool to make a communication task to be
accomplished with a specific target audience during a specific period of time.
Grameenphone Advertising objectives
Informative advertising
Telling the market about a new product Suggesting new uses for a product Informing the market of a price change
Explain how the product works Describing available services
Building a company image
Persuasive Advertising Building brand preference
Encouraging switching to Grameenphone Changing customer’s perception of product attributes
Persuading customer to purchase now Persuading customer to receive a sales call
Reminder Advertising
Reminding consumer that the product may be needed in the near future Reminding consumer where to buy it
GP Communication Mix
Corporate Design
Instructional Manual
Personal Selling
Inside Sales Force
Publicity & PR
Publications
Events
News
Sponsorship
Public Service Activites
Identity Media
Sales Promotion
Price Packs
Cash Refund Offers
Prize
Patronage Award
Premium
PricesOffs
Advertising
Newsparer
Television
Radio
Magazines
Newsletters
Internet
Grameenphone Advertising tools:
Grameenphone uses different types of media to acquire different types of objectives. To select
media depend on the target audience, product characteristics, message characteristics and cost.
The advertising tools that grameenphone uses as a media to communicate with the existing and
potential customers are:
Newspapers- Newspaper covers all sorts of information about
grameenphone’s product. It mainly covers the informative and reminder
advertising.
Radio-Within a lower cost, grameenphone broadcast their massage through radio. It is
a better way for persuasive advertisement.
Magazines-An effective media that grameenphone uses as a promotional tool to achieve
the customer’s awareness about grameenphone and its product. It is an effective media
for informative and persuasive advertisement.
Newsletters-Grameenphone publishes newsletter regularly to inform existing customer
as well as potential customer about company’s recent activities and offer.
Internet- internet performs effective promotional tools grameenphone advertising. It
gathers all sort of information about grameenphone.
Grameenphone Sales promotions Process :
Grameenphone uses sales promotions that consist of a diverse collection of
incentivetools, mostly short term, designed to simulate quicker or greater purchase of particular
products or service by consumers or the trade.
Grameenphone Sales Promotion Objectives:
Sales promotion tools vary on their specific objectives. Grameenphone uses sales promotion to
acquire broader promotion objectives:
Grameenphone Sales promotion objectives
For consumer
Encouraging purchase of large sized units.
Building trail among nonusers
Attracting switchers away competitors’ brand
For retailers
Persuading retailers to carry new items
Encouraging stocking of related items
Offsetting competitive promotions
Building brand loyalty
Gaining entry into new retailers outlets
For the sales force
Including encouraging support of a new product
Encouraging more prospecting
Sales promotion tools:
Many tools can used to accomplish sales promotion objectives. Describes of the main consumer,
trade and business tools that grameenphone uses as short-term incentives to encourages the
purchase the product follow:
Price-packs: Nokia handset festival @ GPC’s
Grameenphone Ltd. kicked off the first handset bundled promotion at itsGrameenphone
Centers around the country. Under this promotion free GPconnections and bonus talk
time, Tk.660 to Tk.2000 depending on handset, are being offered with select popular
Nokia models.
Cash Refund Offers: thank you
thank you is grameenphone way of expressing their gratitude, because not
only has consumer loyalty touched us but has also made grameenphone the preferred
mobile operator. Grameenphone thank you program provides consumer with
a number of rewards that will make consumer mobile phone experience with
gramophone even more satisfying.
Prizes: grameenphone pothe pothe utchob
Grameenp ho ne ’s mob ile t ranspo r t t rave ls a ll a round the countr y an
d a rrangesdifferent types of amusing game/contest for their loyal customers and offers
attractive prizes who win the game /contest.
Patronage Awards: thank you crown, Be Special, Be crown
Grameenphone offers the prestigious thank you crown membership to especially
cater to you. To enrich your life, grameenphone offers premium services and exclusive
discounts.You will also enjoy exceptional service at all our customer touchpoints. Justintr
oduce yourself with your Grameenphone number and put your feet up! We willtake care
of your problem while you relax.
Premium: Enjoy free stuffs with a new xplore Package2 connection
With every new xplore Package 2 connection, you will get 25 Text SMSs &
25 free Voice SMSs, and 5 GP branded Ring tones. Subscriber has to use the free
content and VAS within 2 months after activation.
Price-Off:450 minutes free!
All Business Solutions postpaid subscribers will enjoy 150 minutes free talk time
per month for 3 months to call their F&F numbers. For new subscribers, the offer is
valid from the date of activat ion and for exist ing subscribers, the offer is valid
from 28 March '07.
Grameenphone Public relations process:
Public relations can have a strong impact on public awareness at a muck lower cost than
advertising can. Grameenphone use public relations to communicate with their publics by
setting some public relation objectives. The objectives are:
.
Grameenphone Public relation objectives
Build marketing excitement before media advertising tools.
Build a one-to-one relationship with consumers.
Build a core customer base.
Turn satisfied customers into advocates.
Grameenphone Public relation tools:
Grameenphone public relation uses several tools. The tools are following:
Publications: Grameenphone published some sorts of materials to reach and influence
their target market. Some publicat ion materia ls are:
Annual report
Articles
Grameenphone Newsletter
Events: Grameenphone arranges some special event to draw attention to new
products or companies activities. Some special events that grameenphone arranges
frequently:
Seminar
Conference
Trade shows
Sponsorship:Grameenphone promote their brands and corporate name by sponsoring
sportandcultural events and highly regarded causes. Some current sponsorship bygrameen
phone are:
Grameenphone sponsors International Conference on ICT
Official sponsor of Bangladesh Cricket
Grameenphone sponsor International Trade Fair in Khulna
News :Grameenphone finds or creates favorable news about the company, its product and
its people and get the media to accept press release and attend press conference.Grameen
phone in its official website media site covers all news about grameenphone,its product
and its people.
Public-Service Activities:Grameenphone has always been more than just a mobile phone
service provider in Bangladesh. It builds good will by contributing money and time to
good causes.
Identify Media:Grameenphone creates a good image by using promotiona l
tools.Grameenphone promotes the public relationship by its attractive logo, signs,
uniform and others.
Grameenphone personal selling process:
Grameenphone personal selling is a good way to communicate the targetcustomers.
It focuses on more creative types of selling and the processes of build ing and managing
an effective sale forces.
Grameenphone personal selling Objectives:
Personal selling serves as the grameenphone’s personal link to customer. The sales
representative is the grameenphone to many of its customers. Personal selling performs for
establish some objectives. Those are:
Grameenphone personal selling objectives
To diagnose customer problem and providing services to the customers.
Information gathering about the market.
Building company’s goodwill.
Increasing the sales forces.
Grameenphone personal selling tool:
Grameenphone mainly focus on inside sales forces that conduct business from
their customer care centre via telephone or visits from prospective buyers.
Products & Services
GrameenPhone offers a number of products and value-added services to itsvalued subscribers.
These attractive products and services are designed to cater to the needs of the individual
subscribers. There are seven products currently being offered by GrameenPhone. The products
are:
GP Regular
GP National
Anytime 300
Anytime 500
The Village Phone
EASY GOLD
EASY Pre-paid
Djuice
Instructional Manual
Instructional Manual is a significant issue that attracts new customer trustworthily. As service is
a sensitive matter so people generally depend on those companies which instructional manual is
good like Unilever, APEX, ACI, GRAMEENPHONE etc. Overall, firms appear to emphasize
gearing much of their marketing to projecting a specific company image compared to dress codes
of the service employees. As might be expected, service firms which emphasize specific
company image through facilities design most are those the consumer visits: firms whose
customer group is individual customers (e. g; travel agency), whose geographic scope is local
(hair cutting saloon), whose benefits are immediate (child care centre) and whose need for
customer’s presence is high (health spas).
Corporate Design
Positioning Map
The following graph shows how Grameenphone product is positioned in terms of competition. In
one axis, price is the variable and on the other one, number of features is the variable. The total
map represents the value provided to the subscriber by each operator. However, the shaded
position in the map shows where Airtel Telecom is trying to position itself but more market
information is needed to find the true position of Airtel .
Conclusion
Grameen Phone is the first leading cell phone companies in Bangladesh. Beforeintroducing
Grameen Phone the mobile phone service was not available. The price and call rate was very
high. In a country, telecommunications play a significant role in economic and social
development. This is why Grameen Phone, in collaboration with Grameen Bank, is aiming to
place one phone in each village to contribute significantly to the economic uplift of those
villages. Grameen Phone’s basic strategy is coverage of both urban and rural areas. Grameen
Phone is the revolution for mobile service in Bangladesh. Now, more people of Bangladesh are
affordable to utilize the mobile.Grameen Phone believes in service, a service that leads to good
business and good development. Telephony helps people work together, raising their
productivity. This gaining productivity is development, which in turn enables them to afford a
telephone service, generating a good business.
Sources:
1. http://www.grameenphone.com/
2. https://en.wikipedia.org/wiki/Grameenphone