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Grameen Phone Marketing Mix

Grameen Phone Marketing Mix



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Published by Bright Costa

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Published by: Bright Costa on Nov 14, 2010
Copyright:Attribution Non-commercial


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American International University Bangladesh
Principals of MarketingAssignment Topic
“Marketing Mix (4 P’s) Analysis and CompetitorsEvaluation: A study on “Grameenphone” Company Ltd”
Course Instructor 
Mr. Hamidul Islam
Groups Members name
BRIGHT COSTA ID:09-14293-2
 Letter of Transmittal 
 Date: 02 August 2010Md. Hamidul IslamCourse Instructor  Principles of Marketing  Dear Sir, It gives ours immense pleasure to submit a report on “Grameenphone”. This report is submitted as a partial fulfillment as a part of our course. The preparation of the report has given ours and insightful experience and in-depth knowledge on ‘GrameenphoneCompany in Bangladesh. We have given our best effort to make it a worthy one and eachaspect of the problem is considered and studied as required. If any confusion arises or further explanation is needed, we shall be available to explainthe matter to you as and when required despite when required despite having limitations.Your benign and authoritative advice will encourage us to conduct further flawlessresearch in future.Yours sincerely,
BRIGHT COSTA ID: 09-14293-2
This marketing plan is prepared on the basis of the assignment given by Md. Hamidul  Islam, lecturer of the American international university of Bangladesh.While preparing the report, We acknowledgement the encouragement and full guidance given by my course instructor .without his relentless support, it would have beenimpossible to conduct this study. We express my gratitude to our instructor for providing us detailed feedback and technical assistance on the report. Besides, a number of people and institutions are to be thanked 
Chapter 1: Introduction
Company Overview
), widely known as GP, is the leading telecommunicationsservice provider in Bangladesh . With more than 20 million subscribers (as of June 2008),Grameenphone is the largest cellular operator in the country. It is a joint ventureenterprise between Telenor and Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed microfinance organization and communitydevelopment bank Grameen Bank. Telenor, the largest telecommunications company in Norway, owns 55.8% shares of Grameenphone, Grameen Telecom owns 34.2% and theremaining 10% is publicly held.Grameenphone was the first company to introduce GSM technology in Bangladesh. Italso established the first 24-hour Call Center to support its subscribers. With the slogan
Stay Close
, stated goal of Grameenphone is to provide affordable telephony to the entire population of Bangladesh.
The idea of providing wider mobile phone access to rural areas was originally conceived by Iqbal Quadir, who is currently the founder and director of the Legatum Center for Development and Entrepreneurship at MIT.\He was inspired by the Grameen Bank microcredit model and envisioned a business model where a cell phone can serve as asource of income. After leaving his job as an investment banker in the United States,Quadir traveled back to Bangladesh, after meeting and successfully raising money from New York based investor and philanthropist Joshua Mailman, and worked for three yearsgaining support from various organizations including Nobel Peace Prize laureateMuhammad Yunus of Grameen Bank and the Norwegian telephone company, Telenor.He was finally successful in forming a consortium with Telenor and Grameen Bank toestablish Grameenphone. Quadir remained a shareholder of Grameenphone until 2004.Grameenphone received a license for cellular phone operation in Bangladesh from theMinistry of Posts and Telecommunications on November 28, 1996. Grameenphonestarted operations on March 26, 1997, the Independence Day in Bangladesh.Grameenphone originally offered a mobile-to-mobile connectivity (widely known as GP-GP connection), which created a lot of enthusiasm among the users. It became the firstoperator to reach the million subscriber milestone as well as ten million subscriber milestone in Bangladesh

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