Presentation on Brand Audit of

Course Instructor: Narmin Tartila Banu (NTB)

Group Members

ZEBA ADIBA 123 0368 030FARHAN ALMAS KARIM 123 0526 630MAHAFUZUR RAHAN 123 0722 030A.K.M. MOSHARAF HOSSAIN 123 0889 630 SAD IBNA MOSHAROF 111 1183 530

Company OverviewBanglalink is the second largest cellular service provider in Bangladesh after Grameenphone. As of April 2014, Banglalink has a subscriber base of 29.45 million. It is a wholly owned subsidiary of Telecom Ventures Ltd.

Brand Portfolio

Banglalink

• Pre-Paid• Post-Paid

Brand Portfolio

Pre-Paid

BANGLALINK DESH

BANGLALINK DESH

EK RAT

BANGLALINK DESH EK

RATE DARUN

BANGLALINK DESH

7 FNF

1 SECOND PULSE

BANGLALINK DESH

10 FNF

Brand PortfolioPOST-PAID

BANGLALINK SME

BANGLALINK INSPIRE

Banglalink inspire brings special new features for Postpaid subscribers with remarkably low call rates, along with the many fnf numbers and many other Services and facilities.

It is a very simple package that will help your business flourish by minimizing the cost of your communication.

Positioning

Point-of-Parity (POP)

Category POP

Cellular &3G services

Competitive POP:

Quality , stable & reliable

Correlational POP

Holding second position so

network may not be strong.

Outside Dhaka

network may fall

Point-of-Difference (POD)

Desirability• Providing the

cheapest call rate.

Deliverability• Cheapest call

rate

• Ensuring consumers about their ability

Differentiation• Cheapest call

rate Fastest 3G

Brand mantra

BRAND MANTRA

FUN!

WITTY!

Patriotic

Innovative

Close to Bangladeshi Culture

Brand Resonance Pyramid:

Salience:Awareness is high 30.9 million subscribers.Depth is more than breadth.

Brand Performance:Pretty Stable networkcheapest call rate Fastest 3GEffective customer service helpline

Brand Imagery :Exciting Aggressive Extra ordinary

Feelings:Patriotic Close to culture Fun

Resonance:“Priyojon”

Judgments:Well balanced position in terms of quality & price Trust worthy Likable

ProductAnalyzing Banglalink’s 5 levels of product Core benefit level

• Cellular Service

Generic product level• Good network coverage• Good network coverageExpected product level• Strong 3G coverage• Strong 3G coverageAugmented product level• Cheapest call rate and fastest

3G • Cheap call rate and fastest

3G Potential product level• 4G or 5G services

• Banglalink’s aggressive pricing strategy is their USP. Banglalink’s price effective strategy has enabled them to capture second highest market in the country.

Price

PlaceDistribution for pre-paid packages

Bangalink Sales Unit

Banglalink Sales & Care Centers

Final Cutomers

Distributors

Banglalink Service Points (BSP)

Bangalink Points (BP)

Final Customers Final Customers

PlaceDistribution for post-paid packages

Banglalink Office• Post-Paid

Packages (From Telesales Unit)

• Corporate Packages (ERM Unit)

• CON (From ICON Department)

Sales Personnel• BDO – Post-Paid

Package• ERM Manager –

Corporate Package• ICON Manager – ICON• SME Channel Manager

– SME Packages

Customers• Inside Dhaka• Outside of Dhaka

PromotionAdvertisements in the national newspapers

Advertisements through billboards

Advertisement through Electronic & social media

Personal Selling. Sales promotion. Road show. Handbag Distribution. Scarf Distribution. Public Relation. Social Commitment.

Promotion

Brand Elements

Logo: The tiger striped orange-black logo represents the ‘aggressiveness’ of the brand.

Color: Because of their unique color they have been able to standout & maintain a very distinctive image.

Brand Elements

Slogan:

Brand Elements• Theme music/Jingle: Banglalink’s theme

music as well as various jingles are very catchy by genre. Use of various local musical instruments such as fluites, ektara, sitara, dhol, violin, piano etc. has given their theme music a very unique position in the mind of consumers as a local brand.

Brand Elements

Brand ambassador: Banglalink’s current brand ambassador is world’s no. 1 cricket all-rounder Shakib Al Hasan.

Brand Elements

Character: Banglalink has introduced animated characters to attract the young generation for engaging for their sub brand‘PLAY!’.

Competitive AnalysisGrameenphone

GP is the leading and largest

telecommunications service

provider in Bangladesh.

GP has strong network coverage .

GP charges comparatively higher price than

other competitors.

Competitive Analysis

Robi Axiata Ltd Robi is the third largest

mobile telecom operator in Bangladesh.

Robi has cheap call rate and better packages.

Competitive Analysis

AirtelAirtel is the sixth

mobile phone carrier to enter the Bangladesh market.

Airtel is a brand which is mostly preferred by youngsters.

Consumer Knowledge• As a brand for Banglalink some positive consumer

brand associations might be youthful, fun loving, down-to-earth and very much Bangladeshi.

• Whenever it comes to network coverage it has always been negatively associated in respect to Grameenphone as a brand in the mind of consumers.

• As Banglalink is a mass level brand sometimes it struggles somewhat to connect with young consumers.