7/28/2019 MKT plan 02(1)

1/26

A Term paper

On

Marketing Plan of Banglalink

A case study of An Orascom Telecom Company

(Banglalink)

Submitted to :

Rahma Akhter

LecturerFaculty of School of business

University of Information Technology & Sciences

Group profile:

Group Name: Quarry

Group Members:

Rezaul Karim Chowdhury ID: 08410012Sharmin Zaman ID: 08410023

Utpal Sharker ID: 07510042

Towhiduzzaman ID: 07410058

Md. Sirajul Islam ID: 08510128

S.M Imran Hossain ID: 08410018

University ofInformation Technology & Sciences

(UITS)

i

7/28/2019 MKT plan 02(1)

2/26

Letter of Transmitted:

09 December 2010

To

Rahma AkhterLecturer

Faculty

School of BusinessUniversity of Information Technology & Sciences

Subject: Submission of Term Paper on Marketing plan (MKT 241)

Dear Sir

In the following pages, we have presented the fall 2010 MKT 241project, which you

have authorized us to prepare and submit by 10 December 2010 as MKT 241 courserequirement.

This particular report has given us the opportunity to get hands on experience regarding

different entry modes of mobile sectors. We are tremendously thankful to you for giving

us the opportunity to learn the practical skills during the course.

We have enjoyed preparing the research paper though it was challenging to finish within

the give time. In preparing this research paper, we have tried our level best to include allthe relevant information.

Sincerely,

Rezaul Karim Chowdhury Sharmin Zaman Utpal SarkerID: 08410012 ID: 08410023 ID: 07510042

Towhiduzzaman Md. Sirajul Islam S.M Imran HossainID: 07410058 ID: 08510128 ID: 08410018

Department of School of Business

University of Information Technology & Sciences

ii

7/28/2019 MKT plan 02(1)

3/26

Acknowledgement:

We have prepared our group project on: Marketing plan of BanglalinkIt was really a nice experience for us to do the project on above topic. While preparingthe project lots of people helped us on various occasions. Among these people our

classmates, course instructor, teaching assisrant are mentionable. In this regard, we wouldlike to give our special thanks to our course instructorRahma Akhter, Lecturer, Schoolof Business, University of Information Technology & Sciences.

We are also grateful to our friend and the people who helped us a lot in doing this project.

Special thanks, gratefully and lovingly offerd to our parents, for their overall steadfast

and loyal support during the preparation of this project. Finally, our gratitude along withthanks goes to The Almighty for keeping everything on right track.

We want to talk about our limitations that we had to accept during the completion of this

project. However, we believe that we have tried our best to make this project morereliable and acceptable.

Sincerely,

Rezaul Karim Chowdhury ID: 08410012

Sharmin Zaman ID: 08410023

Utpal Sharker ID: 07510042Towhiduzzaman ID: 07410058

Md. Sirajul Islam ID: 08510128

S.M Imran Hossain ID: 08410018

Department of School of BusinessUniversity of Information Technology & Sciences

iii

7/28/2019 MKT plan 02(1)

4/26

Executive Summary:

This research intends to explore the public relation and communicationdepartment under marketing department of Banglalink. It is an exploratory research

which gives an over all idea about the activities of the department, in addition this

research will find out what the different types (working class, student, housewives,employees) think about the PR activities of Banglalink.

This research is based on a semi-structured questionnaire. The questionnaire was

given from the Banglalink authority which was a pre-tested questionnaire having 10

questions. The sample technique was stratified random sample. Total 85 respondentsfrom Dhaka city where taken for this research. Based on their answers the analysis has

been made. The sample size is divided in to five (5) sub-categories namely student,

housewives, working class, agency personnel, and lastly the Banglalink employees.

Microsoft excel 2003 software was used for all sorts of calculation and graphicalrepresentation for the research. Based on the calculation all sorts interpretation and

recommendation was given at the end. Each of the questions has its own calculation anddiagram in this research paper.

The literature review part was full of secondary information about the research.

The terminological definition, explanations of the terms and detail of the departments areclearly described in this part of the research. In addition, company background part is

added just for the readers to know more about the company and also the detail of the

department of PR & communication.

There are mainly nine activities that are taken care by the PR & communicationdepartment. Each of the categories are explained and ranked based on their importance

after analyzing the questionnaire. Activities like TV, outdoor, press & publications are

the most talked about in this research.Least but not the last, based on the analysis recommendations are suggested for the PR

and communication department. These recommendations will definitely improve the

overall company image if implemented efficiently.Finally, this research will encourage further study and useful guidelines for these types of

researches.

iv

7/28/2019 MKT plan 02(1)

5/26

Table of Contents:

Letter of Transmitted. i

Acknowledgement. iiExecutive Summery... iii

Table of Contents... iv

Project Review

Chapter-01

1.1. Introduction 01

1.2. Objectives of the Study . 01

1.3. Methodology ..... 01

1.4. Sources and Data .. 011.5. Limitations .... 02

Chapter-02

2.1. Background 03

2.2. Behind Banglalink . 03

2.3. Making a Difference 032.4. Mission .. 04

2.5. Vision 04

2.6. Management Team ... 042.7. Organizational structure ... 05

2.8. Functional Department 05

Chapter-03

3.0. Marketing Plan 08

3.1. Situation Analysis ... 083.2. Product 11

3.3. Marketing Strategy . 15

3.4. Distribution . 173.5. Advertising & Promotion 19

Chapter-04

4.1. Recommendations . 204.2. Conclusion 20

Bibliography 21

v

7/28/2019 MKT plan 02(1)

6/26

Chapter-01

1.1. Introduction:

Banglalink is one of the leading cellular companies in Bangladesh. It starts its operationsince 2000. Within one year of launching it has become one of the leading cellular

companies by its effective marketing mix. Effective segmentation and target market

strategy it easily goes to the knock of the people by introducing various package for thecustomers. The company sets the price effectively. As a result people from various

societies can get the facilities of cellular company. For the promotional sector banglalink

presents itself as an icon to the other companies. Within a very short time it spreads itsnetwork coverage and maintains an indirect distribution channel to reach the consumers.

1.2. Objectives of the Study:

The objectives of this paper are as follows:

Provide an overview of the banglalink

To evaluate the marketing plan of the banglalink.To identify the factors influencing on the marketing plan of the company.

To find out the strategies need to implement for achieving its long term goal.

1.3. Methodology

The study covers the operation of banglalink. Moreover, history of banglalink, Its

prospects in Bangladesh, its operational issues and problems, mission, vision and

objectives of the company are also covers. A detail of functional activities of banglalink.is provided to get an understanding of the organizational structure and activities of

FMCG Company.

For this study information is collected from both primary and secondary sources. Investorrelations section of the Website www.banglalinkgsm.com is an immense source of

information about Nestl.

As a student of MBA due to time constraint comprehensive study based on informationcollected from primary source is not possible by us. So, we interview some of the

marketing executives to get an idea of operations and issues in the company.

1.4. Sources and Data:

The study was conducted based on both primary and secondary data. The sources of

those data are stated below:

Primary Source:

The primary data were collected by customer survey conducted on corporate clients of

Banglalink. I had collected customer survey from one hundred corporate clients of

different organization. Customer survey had been conducted by twenty-four questionslocation at Dhaka city. It had taken ten days to collected respond. The survey technique

was face-to-face mock interview.

Secondary Source:

The secondary data were collected from the following sources:

vi

7/28/2019 MKT plan 02(1)

7/26

Internal newsletter of the company

Various research journals of different research organizations

Web pages Annual reports of the company

Various books and other internal publications of the company

1.5. Limitations:

This paper suffered from a number of limitations. Some are stated below:

As a novice it was difficult for us to analyze the total marketing plan.In case of Trend and Time series analysis interpretation based on five years data of the

companys early stage of operation may not reflects true picture of the future as very low

values of the early years of a brand new organization

vii

7/28/2019 MKT plan 02(1)

8/26

Chapter-02

2.1. Background:

Banglalink is new brand name of Shebaworld (019), which has been providing Global

Service of Mobile (GSM) in the country since 1998. Orascom Telecom bought 100%

share of Sheba Telecom and gave its new name as Banglalink aiming to provide qualityservice in Bangladesh.

2.2. Behind Banglalink:

ORASCOM TELECOM is one of the most dynamic telecommunicationspowerhouses in

the world. Orascom is based in Egypt and has operations in 11 countries worldwide.

Established in 1998, it is today the largest capitalized company on the Cairo &Alexandria Stock Exchanges with over 11 million subscribers worldwide. It has grown to

be one of the largest and most diversified GSM network operators in the Middle East,

Africa and Asia

2.3. Making a Difference:When banglalink entered the Bangladesh telecom industry in February 2005, the scenariochanged 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 ofthe 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 effectivecommunication 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 flatrate 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. These

enhancements were done in terms of network quality and customer service. There wasaggressive improvement of indoor coverage, and wherever necessary, especially in-

building solutions were installed in case of enterprise customers and corporate clients. To

provide better customer service, a new, expanded, state of the art call center has also beenestablished. At the end of the 2006, there have been a six customer care centers and 63

franchise centers across the country attending various customers with different queries.

Banglalink also became a leader in terms of its advertising quality and setting very highstandards for competition and others. The corporate TV commercial of "din bodol" based

on the theme "making a difference in people's lives", touched everyone through out thecountry 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.GSMA Award is considered to be the Oscar of mobile industry.

viii

7/28/2019 MKT plan 02(1)

9/26

Banglalink continues to play an active role in the area of corporate social responsibility.

Banglalink has given Dhaka International Airport - the gateway of Bangladesh acompletely new look. Provision of high quality passenger trolleys, phone booths,

emergency charging station and beautification of the premises is an exemplary initiative

which no other multinational has taken. Banglalink also contributed to an important tigerconservation project in the Sundarbans, and continues to support the Cox's bazaar beach

cleaning program.

2.4. Mission:

To deliver innovative, customer focused products and to be the benchmark for customer

service excellence.

2.5. Vision

To be the best-quality Service Provider in the country

2.6. Management Team:

MD & CEO Rashid Khan

Director- Admin Altaf Faquih

CFO Ezzeldin Heikal

CTO Mohamed Ghidan

Director- Marketing Omer Rashid

Director-Sales Suhail Jan

Director- CCD Muhammad Arshad

Head of HR Tarek Beram

Director IT Waleed El- Sonbaty

ix

7/28/2019 MKT plan 02(1)

10/26

2.7. Organizational structure:

2.8. Functional Department:

Banglalink has the following functional departments:

a. Sales and Marketing

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

Product Development, Marketing Communications, Corporate & Direct Sales, ChannelManagement, FWT & Backbone Solutions, Logistics & Trade Support, International

Roaming etc.

x

ADVISOR

MD & CEO

Head of

CustomerCare Dept

Head of

Engineering

Chief ofcorporate

Affairs &

Strategic

Planning

Chief

FinancialOfficer

ChiefMarketing

Officer

Head ofHuman

Resources

Head ofBilling

& IT

ChiefTechnical

Officer

7/28/2019 MKT plan 02(1)

11/26

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 corporatecustomers 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. This department alsohas the very important job of setting up marketing channels by which packages are

distributed among clients and feedback is obtained from customers. This department is

responsible for the selection of dealers and motivating them to promote banglalinkpackages to the customers in their respective areas. Brand Marketing and Research &

Product Development id responsible for all the promotional activities of banglalink

products, developing brand image and also designing new packages.

b. Customer Care:

Customer Care Department is responsible for coordinating all sorts of customer support

activities. Its primary task is to ensure that challenging goals are set for each sub-

department according to the organizational aims and each employee understands his orher role in supporting the customer. CCD has a responsibility to ensure smooth

coordination between the activation, servicing and bill collection activities. CCDoperated in different sections such as front office, activation and Verification, collection

and retention, call center etc.

Call Center is a 24hours service provided to the customers where a customer can easily call

to the hunting numbers and ask for any sort of queries & clarification. Call Center Agents

try to solve the customers problem instantly if possible or guide them accordingly.

Another functional area under the Customer Care Department is Workshop where faultyhandsets are repaired.

c. Engineering:

This department is responsible for installation and maintenance of all the

telecommunication equipments and the telecom channels required for providing services

to customers.

d. Finance:

This department is responsible for co ordination of various finance and Fund

management activities of Banglalink. This Includes LC and purchase fund managementpayment of deposit paid by customers, cash flow management, and insurance cost

management, forecasting and budgeting, negotiating with Banks etc. Different sections

under this department are Commercial, Fund Management, and Budgeting. Thisdepartment also looks after the functioning of Central Stores from where mobile sets, all

other accessories and all sorts of stationeries are issued

e. Human Resources:

Human Resources Department functions in he following distinct sections:

banglalink, believe that our teamwork is our greatest asset. Useful contributions made by

each individual bring us that much closer to our goals. The banglalink family is made up

xi

7/28/2019 MKT plan 02(1)

12/26

of a group of passionate individuals, uniquely qualified from diverse disciplines but

working towards our vision.

banglalink ensures for the Tigers/Tigress: A friendly, professional and mutually supportive environment that encourages

our people to develop their potentials to an optimal level.

A true quality of professionalism that can be found in all world-classmultinational companies

Team oriented professionals, who contribute to the greater whole of the

organization through their participation in decision making situations. A system which recognizes and rewards groups as well as individuals for their

efforts and contributions to the company

f. Billing and IT:

Billing activities include bill generation, dispatch of bills and risk management. The bill

generation area is responsible for the actual process of preparing the bills for the

customers and sending those bills at the necessary time to allow for delivery time and

payment by customers. Whereas Risk Management area responsibilities include checkingusage against credit limit.

IT section provides all sorts of systems or technical support i.e. troubleshooting,installation of computers, maintaining the computerized attendance system etc

xii

7/28/2019 MKT plan 02(1)

13/26

Chapter-03

Marketing Plan

3.1. Situation Analysis:

Banglalink have started its first operation in Bangladesh in 2005. The products have beenwell received and the marketing is the key to the development of its brand image as well

as the growth of the customer base. Banglalink now offering different packages for the

customers but at the begging year they offered packages as well as different mobile setsfor the customer.

a. Market Summary:

Banglalink posses good information about the market knows a great deal about thecommon attributes of the most valued customer. Before launching its experienced and

prompt sell and marketing force observed the market carefully and better understood who

is served, what is their specific needs and the way to communicate with the customers

need and demand.

Market Needs:

Banglalink is providing a wide range of services for its valued customers. The company

seeks following benefits that are important for its customers:

Quality Service: Banglalink is providing quality service to the employers. The customers

dont like the network problem and slow networking system. Banglalink recruits high

professional employees and experts to make the network available for the customers. It is

the company which expands its network all over the country within the shortest period oftime after starting its operation. Banglalink is committed to its customer about the quality

service.

Customer Service: Banglalink has both online and physical customer care service for its

customers. The valued customer can solve the problems over mobile phone dialing 121.

It has also customer care service all over the country mainly in the city areas. But thecenters are too limited to meet the huge demand. Now at this banglalink is expanding its

customer care centers and upgrading its quality. Banglalink is committed to meet the

customer demand and problem as soon as possible.

Service at Low Price: Before Banglalink starts its operation the tariff was higher than

any other period. At that time the three mobile companies charged tk. 6 for per minute

outgoing calls and tk.2 for per sms. But the company was committed to provide qualityservice at a lowest price. As a result Banglalink is the fastest growing telecom company

in Bangladesh. This is because of providing quality service at a lowest price.

Market Growth:

Though the call rate tariff is reducing due to the heavy competition in the telecom market,

the market is widening day by day as the number of mobile users are increasing and there

is a lot of scope to develop this sector. Banglalink is the fastest growing telecom sector in

xiii

7/28/2019 MKT plan 02(1)

14/26

banglalink. Sheba Phone became Bnglalink in 2005 when ORASCOM graphed the

company. At the time launching as the name of Banglalink there was only a few thousand

customers but within the three years its number of customers has raised more than 4million. Banglalink is the second largest telecom company operating in Bangladesh.

Product Life cycle:The process of developing and maintaining a fit between an organizations goals and the

dynamic environment is the strategic planning. Marketing strategy is the means by which

a marketing goal is to be achieved under the observation of the position of the product.Today understanding customer is crucial, but it is not enough. Under the marketing

concept, companies gain competitive advantage by satisfying target consumer needs

better than competitors do. Thus, marketing strategies must consider not only the needs

of target consumers, but also the strategies of competitors. BANGLALINKs product isplaced at the growth stage of its life cycle. Knowing this position will help to determine

which strategy is to apply.

Market share of BANGLALIN K is growing at a positive rate in total market. That meansthe overall growth rate compare to over all market BANGLALINK is in the Growth

Stage. From the information provided that BANGLALINK is in DOG situation.Companys objective must be profitable growth. Since marketing has the main

responsibility to achieve profit and lay down strategies for capturing them,

BANGLALINK has followed the same technique in the operations. The companyposition dictates the companys growth strategies.

b. SWOT analysis:

Strength:

- Company image

- Existing Channel- Well management capability

- Expert marketing people

- Skilled worker- Capability to finance

Weakness:

- Lack of experience- Short of sales people

Opportunity:- New products idea

- Large market

- Availability of raw materials- Bankable project

- Low price of raw materials

xiv

7/28/2019 MKT plan 02(1)

15/26

Threats:

- Political unrest

- Extortion and rising crimes- New competitors

c. Competitorsbanglalink made a revelation in the telecommunication sector. Citycell was the first to

start telecommunication business in Bangladesh in 1989. GP and Robi started their

business from 1997 & 1998. The service charge was great but the facilities were few.Banglalink made the history by inviting varity of services at a very cheaper rate.

GrameenPhone

Robi

Banglalink Teletalk

Warid Telecom

GrmeenPhone is the leader of the mobile market but banglalink is the second biggestcompany in Bangladesh. Banglalink is the main competitor in the mobile market. The

market research also concludes that although banglalink is not the market leader intelecommunication market, they are the Market Challenger, as the following figure shows

the market share of banglalink in the telecommunication market

Figure 01: Market share of banglalink in compare with others

The firms that are not in the top most position but quite large, this runner up firms can

challenge the leader and other competitors in an aggressive bid for more market share,and it is challenging the market. A market challenger first must define which competitors to

challenge and its strategic objective. A challenger can attack the market leader, a high-risk

but potentially high-gain strategy that makes good sense if the leader is not serving themarket well. To succeed with such an attack, a company must have some sustainable

competitive advantage over the leader a cost advantage leading to lower prices or the

ability to provide better value at a premium price. It could include a strategy of market

xv

7/28/2019 MKT plan 02(1)

16/26

challenger. banglalinks competitor to challenge the market is GRAMEEN PHONE (GP)

and their strategic objective is To receive an economic return on its investment

3.2. Product

Package

Banglalink has got different type of customer oriented packages for the customers.

Banglalink mainly two types of packages. They are

Pre-paid Packages

Post-paid Packages

Pre-paid packages:

Prepaid is a system where you pay for your phone calls in advance. prepaid gives you thefreedom to use your mobile within your budget. it is an excellent way to control your

expenditure. The products, banglalink prepaid has network mobility feature which helps a

subscriber to move around where banglalink has its coverage.

banglalink offers you the following prepaid products to suit your usage pattern:banglalink deshbanglalink desh ek ratebanglalink desh ekrate darunbanglalink desh rangdhanubanglalink desh 7fnf

a. banglalink desh:

banglalink entered the market with a promise of making mobile telephony affordable forpeople.banglalink "desh" was launched in september 2006.

banglalink desh is the best prepaid package for making calls to any network in any time.

Tariff plan of banglalink desh

9 am - 5 pm 5 pm - 12 am12 am - 9am

call rate

banglalink to banglalink tk. 0.99/min tk. 1.25/min *tk. 0.45/min

banglalink to other mobile tk. 0.99/min tk. 1.45/min *tk. 0.99/min

fnf rate (3 fnf to any operator)

banglalink fnf number tk. 0.45/min

other operators fnf numbertk. 0.99/min

sms ratebanglalink to banglalink tk. 0.50/sms

banglalink to other mobile tk. 0.50/sms

* For every call, a tk 0.30 charge will be applicable only once

60 sec. pulse will apply for all calls.

b. banglalink desh ek rate:

xvi

http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=78http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=79http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=80http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=80http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=81http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=81http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=121http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=78http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=79http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=80http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=81http://www.banglalinkgsm.com/docs.php?id=pre-paid&docs_id=121

7/28/2019 MKT plan 02(1)

17/26

As the package name suggests - through this offer, customers can enjoy a single rate of

tk. 0.87/min to any number 24 hours a day. this offer is specially targeted towards those

customers who want flat call rate throughout the day. when customers buy a newbanglalink prepaid connection they will be automatically enjoying the benefits of

banglalink desh ek rate package.

c. banglalink desh ek rate darun

banglalink brings ek rate darun which has a highly competitive tariff option of 69

paisa/min to any operator 24 hours a day.

Product details

the new package will offer tk.0.69/min tariff in 24 hours to any operator with

tk.0.30 call set up charge only in the 1st minute

60 seconds pulse will be applicable

Migrated customers will enjoy all the features and promotions (except tariff) that

are available in banglalink desh package

d. banglalink desh rangdhanu

banglalink has once again hit the market with another exciting offer rangdhonu with this

package, banglalink customers will be able to talk for half an hour by paying for only 5

minutes!

Product details

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 from36th to 60th minute, the call will be free of charge.

all the above charges are exclusive of vat

60 second pulse will be applicable for this tariff

special tariff of rangdhonu package will be applicable for calling to any

banglalink numbers (including fnf) from 12am to 4pm

e. banglalink desh 7fnf

Banglalink launches a new package with 7 fnf numbers to any operator any prepaid

customer can migrate to the new desh package by typing reg and sending sms to 2000.

The call charges of this package are:

time per minute call charge

0900 to 1700 to any operator tk. 0.99*

1700 to 2400 to any operator tk. 1.15*

2400 0900 to banglalink number tk. 0.45*

to other operators tk. 0.99*

fnf tariff to banglalink fnf number tk. 0.45*

xvii

7/28/2019 MKT plan 02(1)

18/26

(24 hr) to other operators fnf number tk. 0.99*

sms charge to banglalink number tk. 0.75

to other operators fnf number tk. 1.00

* 30 paisa charge will be applicable in the first minute

Post-paid packages

At banglalink, we understand that your needs and usage patterns are unique. this is whywe believe in giving you choices so you can pick what you need rather than offering you

the same solution as everyone else, our banglalink postpaid packages are tailored to serve

your exact purposes and give you the best value for money.

Banglalink offers three post-paid packages

banglalink post-paid

banglalink business

banglalink sme

a. banglalink post-paid

banglalink postpaid package offers:

Exemption of line rent if your bill exceeds tk 500 Duplicate dial: you can keep the last 6 digits of your existing number same when

taking a banglalink postpaid connection Free 10 mb gprs every month Free missed call alert service Tk. 100 discount in 2 bill cycle (tk. 50 each) Free 100 sms with the new connection

Free dedicated customer care line (1212)

Call & control package offers you:

option to recharge through scratch card/itop-up

an easy solution to track of your monthly expenditure

special loyalty discount program

postpaid

package 1

supplementary

connection

call &

control

line rent tk. 100 - -

minimum commitment - tk. 50 -outgoing call charges to banglalink numbers

9am - 5pm tk. 0.99/min tk. 0.99/min tk. 0.99/min

5pm - 12am tk. 1.25/min tk. 1.25/min tk. 1.25/min

12am - 9am tk. 0.45/min tk. 0.45/min tk. 0.45/min

outgoing call charges to other operators

9am - 5pm tk. 0.99/min tk. 0.99/min tk. 0.99/min

xviii

http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=103http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=104http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=106http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=103http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=104http://www.banglalinkgsm.com/docs.php?id=post-paid&docs_id=106

7/28/2019 MKT plan 02(1)

19/26

5pm - 12am tk. 1.25/min tk. 1.25/min tk. 1.25/min

12am - 9am tk. 0.99/min tk. 0.99/min tk. 0.99/min

fnf rates

number of fnf 4 4 324 hours call charge to banglalink

fnftk. 0.45/min tk. 0.45/min tk. 0.45/min

24 hours call charge to otheroperators fnf

tk. 0.79/min tk. 0.79/min tk. 0.79/min

sms rates

sms rates to banglalink and other

numberstk. 0.50/sms tk. 0.50/sms tk. 0.50/sms

sms rates to fnf numbers tk. 0.50/sms tk. 0.50/sms tk. 0.50/sms

pulse

to banglalink numbers (excludingfnf)

1 sec 1 sec 1 sec

to other operators numbers

(excluding fnf)30/30/15 sec 30/30/15 sec 30/15/15 sec

to fnf 60 sec 60 sec 60 sec

Vat & conditions applicable

b. banglalink business:Regardless of the industry or size of the business, the aim is the same growth speedyand reliable information flow is crucial to your business with this in mind, we would like

to welcome you to the world of banglalink business. banglalink business is the telecom

solution for businesses that understands your needs and offers customizedcommunication solutions to help your business grow faster with banglalink business yourcompany will be assigned a dedicated relationship manager who will provide

personalized assistance round the clock.

Special benefits of banglalink business

customized price plans and packages to meet your specific needs

no security deposit for initial start-up and international roaming

free itemized bill

discount on connection fee

1 second pulse 20% bonus on incoming

customized credit limit

smart business tools like internet, missed call alert, business sms broadcast,

business short code, free voice mail retrieval and more

convenient bill payment options

sms ang gprs roaming facility

international sms facility

xix

7/28/2019 MKT plan 02(1)

20/26

other value added services will be available as well

c. banglalink sme

banglalink sme now offers attractive tariffs and the complete package customized to suitthe needs of the small and medium enterprises. it is a very simple package that will help

your business flourish by minimizing the cost of your communication.

The features of banglalink sme are

flexibility to choose from 2 packages: banglalink sme postpaid and banglalink

sme call & control

best call rates during business hours

attractive evening hours call rate

best rates in 4 fnf

20% bonus on incoming calls from other operators. to enjoy, go to message

option, type bo and send sms to 2007.

1 second pulse to banglalink numbers

Benefits of banglalink sme postpaid

zero connection price, only security deposit required in taking a new connection

10mb free internet every month with which you can send or receive emails and

browse the internet from your banglalink mobile

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

Benefits of banglalink sme call & control

attractive connection price and special start up offers

easy account recharge through scratch card or itop-up

zero monthly fee

3.3. Marketing Strategy:

a. Mission:

To deliver innovative, customer focused products and to be the benchmark for customer

service excellence.

Banglalink mission is to provide clear and smooth telecommunication to the customersand make the banglalink services available to all part of Bangladesh.

b. Marketing Objective:

=>Maintain strong and positive growth.=> Achieve a steady increase in market penetration.

=> Hold a strong market position within few years.

c. Target Market:

xx

7/28/2019 MKT plan 02(1)

21/26

Organization 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.

Incase of BANGLALINK, from teenager to any age group; from lower-middle class to

upper-upper; from Teknuff to Tetulia regardless to race, religion, gender literacy level,life style or personality any and every single person who is in 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 the company should recognize that buyers differ in their needs,

perceptions, 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. Below the various types of mobile phone sets, lines, prices and the billing systemoffered by BANGLALINK are discussed related to geographic, demographic, and

psycho-graphic segmentations.

Market Segmentation:

As to segment the cellular phone consumers psychographic segmentation plays the mostimportant role. Psychographics segmentation divides consumers into different segments

based on social class, life style or personality. It is very important to design the products

and services of mobile company according to the consumers psychographic factors

Figure 02: Over All Segmentation

d. Market positioning:

After the company has decided which market segment to enter with which product, itmust decide what positions it want to occupy a clear distinctive and desirable place

xxi

7/28/2019 MKT plan 02(1)

22/26

relative to competing products in the mind of target customers. The companys entire

marketing program should support the chosen positioning strategy.

Since if a product is perceived to be exactly like another product on the market,

consumers would have no reason to buy it, banglalink brings special features on the

product as well as significant various services that positioned the products in the targetsegments. Products can be positioned with some positioning strategy. We find that

banglalink has taken has taken multi-various strategy to position its various product in the

market.

It designed its products according to the usage occasion. Consumers can use banglalink in

specific occasions according to their need such as the international roaming gives the

consumers an opportunity to use their cellular phone in172 abroad countries. Theproducts of banglalink are available for certain classes of users

3.4. Distribution:

banglalink doesnt sell its packages directly to its customer. Rather it maintains an

indirect distribution channel for the customer. It appoints dealer for sell. Through thedealers the packages are distributed to the customers. Consumers can get the package

through them. Banglalink always wants to sell its products as many as they can. As a

result they try to make the packages available as many outlets and retailers as possible.The distribution network of banglalink is as follows

xxii

Banglalink

Dealers (through out the country)

Retailers

Unlimited Consumers

7/28/2019 MKT plan 02(1)

23/26

xxiii

7/28/2019 MKT plan 02(1)

24/26

3.5. Advertising & Promotion:

Banglaink basically undertakes advertisement on basis of their product. They use mainly

non personal advertisement communication like

1. Print Media (Newspaper, Magazine, etc.)

2. Broad Cast Media (TV Media, FM radios)3. Online Media (Internet)

4. Display Media (Sign Board, Bill Board, etc)

Their advertising strategy is like Brand Promotion, Sales Promotion, Good Will building,

Network extension notice, Inform Value added service etc.

They also use personal or direct marketing only for their corporate clients usage; this

will help them to get discounts in different shops and stores. On the occasion of different religious and cultural festivals Banglaink can provide

greetings through leaflets, festoons, banners and so on as a public relation to their

existing and potential customers

Another kind of promotion they can initiate to make their existing customers loyal who

make a remarkable level of revenue, Banglaink can provide offerings, such as DiscountCard. They will provide subscribers discount cards, as a reward of their substantial use of

the service.

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 through out the

country and was adjudged the best TVC of the year according to the leading dailies of thecountry 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.GSMA Award is considered to be the Oscar of mobile industry.

xxiv

7/28/2019 MKT plan 02(1)

25/26

Chapter-04

4.1. Recommendations:

Banglalink Bangladesh Ltd. can follow various measures to overcome these problems.

Here are some recommendations in this regard:1. Banglalink corporate SIM packing must be different compare to other providers

packages.2. Corporate booklet must be necessary to inform about the corporate facilities.

3. Corporate proposal must be sent to the government or private offices at the district

levels through market coordination officers or dealers.

4. They should improve the performance of the billing system in a quick manner.5. Attractive promotional items are necessary to satisfy the corporate clients.

6. Network facilities should be wide.

7. Promotional advertising must be necessary for corporate package.8. Provide free 24 hours hotline service for corporate clients.

9. Corporate tariff must be lower than other packages.10. They should develop new competitive packages for the corporate customers.11. Increase the value added services.

12. Closed user group (CUG) must be needed for corporate package.

13. Should be monitor the existing customer and provide better service.

4.2. Conclusion:

Banglalink as a novice cellular company has improved its condition within a very short

time. It was done because of the right decision and proper marketing policy of thecompany. The marketing plan of the company has proven right for the organization

because its spreading its business gradually.

But still its not the biggest cellular company in the country. GP is the leader in the

market and banglalink has got lot of aspect to improve the situation. TO be the market

leader banglalink must be very careful in the field of marketing plan and the success of

the company is a matter of subject that how they are implementing the plan.

xxv

7/28/2019 MKT plan 02(1)

26/26

Bibliography:

1. Principles of Marketing - Philip Kotler & Gary Armstrong.2. Basic Marketing Management - Douglas J. Dalrymple & Leonard J. Parsons

3. www.banglalinkgsm.com

4. www.google.com