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A Marketing Analysis on Grameen Phone

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by

Kazal Arifen

on 14 September 2013

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Transcript of A Marketing Analysis on Grameen Phone

Global level strategy
Corporate Level
Strategy
Enterprise Level
Strategy
Marketing
Strategy
Product & Services
Promotion
Price
Packages
Internet
Internet Packages
WIFI
Internet Sim
Modem
International Roaming
Mobile Service
Call Block,
Missed call alert,
Balance Transfer,
Vehicle tracking,
E-bills,
GP apps mobile service,
Mobile Backup etc.
Handsets
Whats New
3G
Micro Sim for Smartphones & Tabs
Special Offer for Hajj Pilgrims
Emergency Balance for Prepaid
Everyday Lower Tariff Offer
Payment Method
Scratch card
Flexi load
Web base top-up
Auto bill pay via credit card
Marketing Mix
Price
Place
Promotion
Products &
Services
Subscriber Growth
1997
2005
2003
2007
2009
2012
1997 Started operation with postpaid service
1999 Launched 1st prepaid service
2001 Launched WAP service
2005 Launched youth product dJUICE
Launched EDGE & Voice SMS service
2006 Launched "CellBazaar"
2008 Introduced "Blackberry" handsets
2009 Launched GP internet modem
Introduction of GP handset
2010 Launched Mobitaka & E-ticketing

2005 Launched electronic recharge system
2006 Launched Bill pay service in CIC
2008 Lowest on-net tariff
2009 New prepaid price
2011 One second pulse (Spondon)


2008 Launch of customer care campaign
2010 Shift to GP Headquarter
2012 Establishment of 94 GP centers &
1600 service desks in all divisional
cities

2006 Rebranded with new logo
2007 Rebranding of dJUICE
2009 Launch new network campaign
Start
1 Million
5M
16M
21M
42M
Telenor adopts individual brand names in different countries.
GP in Bangladesh
Uninor in India
Telenor in Pakistan, Norway, Hungary
DiGi in Malayasia
Dtac in Thailand, etc
Business
Level
Strategy
Follows Product concept
Offers an elegant & customized package named “Business Solutions” for the high-end corporate users.
Follows Product concept
Offer packages such as "EKOTA" for small and medium enterprises
Both prepaid and postpaid
Community tariff
Emergency balance
Recharge based bonus/discount on usage
GPPPP- GP Public Phone is the package for PCO entrepreneurs.
Brand
Positioning
Major Market Competitors
Airtel
Banglalink
Robi
Brand Mantra
Go Beyond
Simple & Catchy
Short
Easy to remember
Communicative- resembles strong network
Inspiring - Promotes and inspires people.
SWOT Analysis
Market Leadership & financial soundness
Largest Geographical Coverage
Largest International roaming Service
Strong Distribution Channels
Dynamic Management Team
24 Hours Customer Services
Skilled Human Resource
Comparatively High Call-Rates
Complicated Pricing Structure
Cultural Gap
Increasing Demand for Telecom Services
New International Gateway
Increased Cross Boarder Communication
Aggressive marketing by competitors
No Cooperation from Government Agency
BTTB does not want to provide betterservices to other operators, because, it wishes to remain competitive.
More Rigid Government Regulations
Devaluation of Taka
Brand Mantra
Go beyond
POP
POD
Large
Media
Exposure
Different
Sponsorship
Activities
Wide Range of Value Added Services
Brand
Image
No. of
Subscribers
mCentrex
Network
RTB
24 Hour Customer Services
Uninterrupted Network
Services
Values/Personality/Characteristics
Make
it Easy
Keep
Promises
Visual
Identities
Blue
Color
Unique
Logo
Be
Inspiring
Be
Respectful
Grameen Phone Promotional Tools
Promotional Activities
Advertising
Newspaper
Television
Radio
Magazines
Internet
Billboards
Public Places
Sales Promotion
Price packs
Cash refund offer
Prizes
Premium
Price offs
Public Relation
Publications
Events
Sponsorship
News
Personal Selling
Inside Sales Force that conduct business from their Customer Care Centers via
Telephone
Visits to prospective buyers
CSR Activities
CR Vision
To be recognized as the most socially responsible mobile operator in Bangladesh and in the corporate sector.
Health
National Immunization Day (NID) Campaign
Every Sight Counts
Grameenphone Pilot Tele Dermatology in Bangladesh
Safe Motherhood and Infant Care (SMIC)
Ensuring Safe Drinking Water
Environment
Click Green
Community power project - A social business approach
Grameenphone Climate Change Program
Education
Online School
Scholarship
Alokdeep
Non-Formal Primary School cum Cyclone Shelters
3 Main Focus Areas
Key CR Initiatives
Safe Motherhood & Infant Care Project
More than 1.7 million free primary healthcare services to underprivileged pregnant mothers & their infants
Free eye care support for around 28,780 people 3,458 eye sights restored so far
Awareness building on varied national issues- AIDS, National Immunization Day
Information boats with digitized livelihood contents and internal access for remote riverine communities
Economic freedom for more than 400,000 Village Phone Operators
More than 500 Community Information Centers- connecting life and learning
Proud sponsor of Bangladesh Special Olympics team
Employment opportunity to acid survivors
Scholarship for underprivileged meritorious students
Blood donation camps for underprivileged Thalassaemia patients
Establishment of Blood Bank at Bogra for underprivileged patients
Emergency relief effort in natural calamities
Grameen phone has also created a vast opportunity for the unemployed youths and also for the rural people by introducing CIC and Village phone.
Recommendation & Conclusion
•Should emphasize more on lowering the tariffs.
•Should give more concentration on advertising
•Should enhance cultural collaboration through sponsorship

Background
GrameenPhone is a joint venture enterprise between Telenor (55.8%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (34.2% ), a non-profit organization of Bangladesh. The other 10% shares belong to general retail and institutional investors.
Mission
Provide the best wireless service
Be the market leader
Vision
Help customers to get the full benefit of communication service
Provide the customers with what they want, when they want
GP's brand promise is "Go Beyond"
Prepared By:
Rajesh Saha (10.01.07.005)
Md. Kazal Arifen(10.01.07.029)
Sudipta Saha(10.01.07.031)
Arman Hoque (10.01.07.034)
Md. Monir Samir(10.01.07.040)
Md. Saifur Rahman(10.01.07.043)

A Presentation on "Grameen Phone"
Thank You for Your
Kind Attention........

Any Question?
Conclusion
From the overall discussion, it is clearly visible that Grameen Phone is undoubtedly the market leader in the telecommunication business in Bangladesh. It has already settled up a concrete position at current market. Though it is tough for other competitors to overtake the position, Grameen Phone should always be careful about their strategies and business policies. It is evident that customer dissatisfaction is ever increasing mostly because of call rates which became the major point of attack for the competitors. Grameen Phone must plan for some intelligent moves to counter these sorts of threats.
Recommendation
Full transcript