Comparison Between Grameenphone & Bang La Link
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Transcript of Comparison Between Grameenphone & Bang La Link
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
P a g e | 2
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
P a g e | 3
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.
P a g e | 4
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.
P a g e | 5
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
P a g e | 6
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
P a g e | 7
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
P a g e | 8
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
P a g e | 9
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.
P a g e | 10
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
P a g e | 11
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:
P a g e | 12
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
P a g e | 13
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
P a g e | 14
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.
P a g e | 15
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
P a g e | 16
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
P a g e | 17
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
P a g e | 18
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
P a g e | 19
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:
P a g e | 20
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
P a g e | 21
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
P a g e | 28
modern and consumer oriented.
2. Another invisible threat is land phone operator