ASSIGNMENT ON

MARKETING Mix OF CITYCELL
COURSE TITLE: Principle of marketing

SUBMITTED TO:
Mrs. Julia parveen LECTURER DEPERTMENT OF BUSINESS ADMINISTRATION PREMIER UNIVERSITY, CHITTAGONG.

SUBMITTED BY: Name: ID:
Md. Monir uzzaman 0815112109 Sarwar Ali siddiquee 0815112129 Fakrul islam (Apu) 0815112161 Khaled Mahmud 0815112130 Md. Anisul islam chowdhury 0815112126

3rd SEMESTER, SEC: (c)

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,

Submitted Date: July 14th, 2009
July 14th 2009 Mrs. Julia Parveen Course Instructor Principle of Marketing Premier University Wassa , Chittagong Bangladesh Subject: Submission of marketing 4p of Citycell Dear Sir, We are extremely glad to submit the marketing plan that you have assigned us to do as a part of this course. Our job was to prepare an marketing 4p on city cell It was impossible to complete the plan without your sincere help, so we are very grateful to you, and also thankful to our kind primary sources. We have a lot of outstanding and valuable knowledge in doing this plan which will help us to be successful in future. Therefore we will be highly obliged if you would be kind enough to accept our plan and forgive us for any undue inconvenience. Yours Sincerely, Md. Monir uzzaman Sarwar Ali Siddiquee Fakrul islam (Apu) Khaled Mahmud Md. Anisul islam chowdhury 0815112109 0815112129 0815112161 0815112130 0815112126 ………………… ……………….. ………………… ………………… …………………

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Any work like this credit must be goes to multiple people. Over the years, many instructor of Premier University in the academic career, have provided us valuable insights into the management and marketing, through their discussions and in attending various classes. This is our humble effort to present gratitude in writing this “Marketing 4p” which we have truly drawn upon own experience as a student of BBA. First and for most, we are indebted to Mrs. Julia Parveen, our course instructor of marketing, for his generous guidance throughout the work. His outstanding support, faith in us, and inspiration for this project, was a tower of strength in putting the pieces together and an unfailing source of cheer and encouragement. We are deeply indebted to the authors whose book we have consulted in preparing this treatise. Our gratitude goes particularly to some Executive of citycell for their cooperation, spontaneous help and constant guidance in carrying out the plan. Finally we would like to add a few more words saying that this plan is prepared by novice and naturally there could be unwilling errors and omission which are exclusively ours.

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Citycell is the oldest player in the telecommunication industry. Now it stands 4th according to the market share. The market size of the telecom industry is quite big. In addition, the all segments in the industry are not fully occupied. Moreover, the industry is in growth stage which measures the increasing growth of the industry. Our task is to prepare an Marketing plan for citycell. In this report, the description of citycell packages and services is included to identify them. Also, there is an inclusive analysis of target customers of citycell. On the basis of them we do some creative work and develop the media plan, schedule, and budget to implement this advertising plan throughout the year. There are some samples or layouts of our whole marketing campaign for the year. In that portion we also talk about the basis of creating those Marketing layouts for the media. The basis indicates the focus of the marketing campaign as well as the appeals and executing style is used to develop those marketing layouts. The preceding task for us to prepare a compete media planning and buying for citycell throughout the year. To prepare it we consider competition, peak buying period, as well as the different media and their importance for citycell services. Finally, we prepare a budget on each and every of our total marketing expenditure during the year.

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Tb o a le f

co ten n ts

N o 1.1 1.2

P articulars Introduction:
Objectives Methodology Scope Limitations

p age

Appendix-A

1.3 1.4 1.5

Theoretical part
2.1 2.2 2.3 2.4 2.5 2.6 Marketing Marketing planning Marketing mix Marketing mix chart po u t r dc P o u t fu c n r d c n tio P ic r e P ic fu c n r e n tio P c la e P c fu c n la e n tio

Appendix-B

2.7 2.8 2.9 2.10

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2.11 2.12 2.13 2.14 N o

po o n r m tio P o o nfu c n r m tio n tio T r e c s mr a g t u to e s In n e te d d ps n g o itio in

P articulars Practical part

p age

3.1 3.2 3.3 3.4 3.5

A o t c c ll b u ity e M sio s is n V io s is n M rk tin m a e g ix s te y tra g p d c ro u t p e ric p c la e p m tio ro o n Numbering Scheme Ownership Structure q e tio s u s n Competitive Advantages Market Share Target market of city cell

Appendix-c

3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14

3.15

P s o itio in n g

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3.16

C n lu io o c s n

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1.1) Introduction:
To accomplish our “Principle of Marketing” subject successfully, it is a part to complete an assignment. This particular report is being prepared based on a topic “Marketing 4p”. The main goal of this task to achieve some real experiences on the executive environment in Bangladesh.

1.2) Objectives:
The main objective of this assignment is to find out the marketing 4p of City cell. How they run their company, how they satisfy their customers, who are their customers, who are their competitors etc. are included in City cell’s objectives.

1.3) Methodology:
The type of this report is descriptive. The report is done both on quantities and qualitative research. The major portion of this report is based on qualitative research. A quantitative has been done on different financial aspects. Primary & secondary data has been collected from City cell staffs and website of City cell.

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1.4) Scope:
For collecting information we went to the Customer Care Centre of City cell, Which is located in Agrabad Commercial Area of Chittagong city? There we go to the Customer Care Representative section to collect our data and Information.

1.5) Limitations:

There are some limitations in every report, research or plan. This marketing 4ps also indicates some limitations. These are as follows:

 The executives didn’t give enough time to collect the sufficient information.  For the internal secrecy, they are not interested to share their financial information.  Due to the lacks of experiences, about getting information through an interview, there are some shortages of data to link up with this plan.

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 Time shortage is another problem to complete the report in a distinct way.

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2.1) Marketing:
Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.

2.2) Marketing plan:
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

2.3) Marketing Mix
The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives.

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These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram (2.4)

2.4) Marketing mix chart
Product Place

Target Market

Price

Promotion

A Summary Table of the Marketing Mix The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps. Summary of Marketing Mix Decisions

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Product Variety Features Quality Packaging Brand Warranty Service/Support

Price List price Discounts Allowances Payment period Credit terms

Place Channel Coverage Assortments Locations Logistics Transportation inventory

Promotion Advertising Personal selling Public relations Message Media Budget Sales promotion

2.5) Product:
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.

2.6) Product Function:

Variety: Variety means different types of product which base on consumption
differ.

Features:

a product can be offered with varying features features are competitive tools differentiating the company’s product from competitor’s products.

Quality: product quality means performance quality – the ability of a product
to perform its functions .product quality has two dimensions – level and consistency.

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Packaging:

packaging involves designing and producing the container or wrapper for a product.

Brand: a brand is a name, term, sign, symbol, or design, or a combination of
this, that identifies the maker or seller of a product or service.

Warranty: warranty means during the period which given by the company for
product.

Service/Support:

any active or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything .

2.7) Price:
Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.

2.8) Price Function:

List price:
product.

List price is the price which indicates the value of company’s

 

Discounts: discount is the reduction in the price of goods below list price Allowances: Promotional money paid by manufacturers to retailers in return
for an agreement to feature the manufacturer’s products in some way.

Payment period: payment period is the period which is the given by the
company to buyer or consumers is the given his payment.

Credit term: credit term is the opportunity which given a company to his
consumer or buyer to buy his product or service.

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2.9) Place:
Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service.

2.10) Place Function:

Channel:

 

A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user Coverage: coverage means network which control the channel .

Assortments: Locations: Logistics:

assortments is a task involved together different types product in one place. locations means where company running his business base on consumers needs ,wants, demand and company’s revenue. The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.

Transportation:

The choice of transportation carriers affects the pricing of products, delivery performance, and condition of the goods when they arrive- all of which will affect customer satisfaction.

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Inventory:

inventory is way to maintain distributing product to consumers or buyers by stocking product.

Promotion
Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc.

2.12) Promotion function

Advertising: Any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor.

Personals selling:

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Public relations: Building good relations

with the company’s various publics by obtaining favorable publicity. Building up a good “corporate image.” And handling or heading off unfavorable rumors. Stories, and event

Message:
copier ad.

The set of symbols that the sender transmits-the actual HP

Media:

The communication channels through which the message moves from sender to receiver-in this case. he specific magazines that HP selects.

Budget:

Budgets serve two main purposes to project profitability and to help managers plan for expenditures. Scheduling, and operation related to each action program

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Sales promotion:

Short-term incentives to encourage the purchase or sale of a product or service.

2.13) Target Market:
A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve .because buyers have unique needs and wants, a seller common could potentially view each buyer as a separate target market

2.14) Positioning:
Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers.

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3.1) About citycell
Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications company of Bangladesh. It is the only CDMA network operator in the country. As of 1 March, 2008, Citycell's total mobile subscriber base is 1.56 million, up 137 per cent or 680,000 from two years ago, giving it the best growth rate of the company till date.

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Citycell is currently owned by Singtel with 45% stake and the rest 55% owned by Pacific Group and Far East Telecom. By the end of 2007 Citycell had refurbished its old brand identity and introduced a new logo and corporate identity; the new logo is very reminiscent of the old logo. However the slogan has remained unchanged "because we care"

Previous Citycell logo. In 1989 Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular, paging, and other wireless communication networks. Then in 1990 Hutchison Bangladesh Telecom Limited (HBTL) was incorporated in Bangladesh as a joint venture between BTL and Hutchison Telecommunications (Bangladesh) Limited. HBTL began commercial operation in Dhaka using the AMPS mobile technology in 1993 and became the 1st cellular operator in South Asia. Later that year Pacific Motors bought 50% of BTL. By 1996 HBTL was renamed as Pacific Bangladesh Telecom Limited (PBTL) and launched the brand name "Citycell Digital" to market its cellular.

3.2) Mission:
The mission of citycell is –

Good Business – To receive an economic return on its investment.

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Good Development – to contribute to the economic development of Bangladesh where telecommunication can play a critical role.

3.3) Vision:
Citycell has been established with the vision to grow as the leading provider of telecommunication services and high speed internet throughout Bangladesh with satisfied customers and enthusiastic employees.

3.4) Marketing mix strategy
Citycell has been established marketing 4p for their company because without 4p business can not starting. Citycell how uses 4p.under discuss that.

3.05) product of citycell :
Variety
City cell offered different types of product with cellular mobile phone , without cell and modem customer can not enjoy that offer.

Present package : • • • Citycell one Alap super Citycell pco

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• •

Citycell zoom Hello 0123

Previous package: • • • • • • Other product: • • Citycell Ace Global Roaming City cell 500 Shabar phone Amar phone Alap 1 Alap 2 Alap call me

Quality
Citycell continuously try to maintain the quality of their packages. To serve the best quality they are doing their best to use the advanced CDMA technology and they are very much conscious about their customer satisfaction.

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Features
Citycell is a service oriented company; design is not an alarming matter for them and also design is not eligible for them. But as far as the cellular handset matter they try their best to keep a regular eye on the CDMA handset manufactures, and they also try to import fair designed sets form them at a margin price.

Brand name
Citycell brand name is renowned in the telecommunication sector.

Packaging
As they are service oriented company packaging is not a vital thing for them, but still citycell try their best to give the best packages for the handsets

Service
As far as the service is concern citycell tries their level best to achieve customer satisfaction. Citycell provides the following maintained exclusive and superior services for their target customers.

Citycell opens its customer care center 7 days a week, 365 days a year country wide.

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Saturday to Friday ( 8.00am - 8.00pm)

City cell offers different service:

News
Upgrade yourself with the leading national news by dialing the following numbers from you Citycell One connection. Listen to latest news updates 24 hours a day. Dial 2010 for ATN Bangla News Dial 2626 for Channel i news Dial 4141 for RTV news Dial 2021 for Ekushey TV news Dial 5959 for Channel 1 news Dial 2324 for BD News 24 news Dial 2008 for Focus Bangla news

Weather Report
To get up-to-date weather forecast and peep into the today’s temperature chart just dial *122

Daily Events
What’s hot and what’s not: Get detail information on daily events of Dhaka by dialing *123

Flight Schedule
Dial *124 from your Citycell One connection to access up-to-date flight schedules and plan your trip without hassles.

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Train Schedule
Want to pick up your near ones from the train but don’t know the exact arrival time? Now you can call *125 from your Citycell One connection and listen to train arrival times from wherever you are.

Exchange Rate
be updated with the most current exchange rate. Just Dial *126 and get the current rates of foreign currencies.

Daily Horoscope
Keep yourself well informed about your luck. Hook into daily horoscope and know what your destiny is planning for you, just by dialing *127

Prayer Time
Don’t get confuse about the correct time for saying your Namaaj. Dial *786 and listen to the Namaaj timing.

Cricfone
Get the most recent updates of Cricket just by dialing 2580

Mobile Banking
In the world of Mobile Banking, you can pay your Citycell One post-paid bill just by sending an SMS or from ATM or just by logging into the Bank website. Currently you can Mobile Bank with Dutch-Bangla Bank Limited (DBBL) only. The services available through Mobile Banking are

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To avail the above services, you need to register with DBBL. For registration, go to the nearest DBBL branch; provide your Bank account number and your Citycell One number. After registration you'll get a PIN (Personal Identification Number) to avail the above services.

Citycell give some entertainment service: Citycell music box: Citycell dost : Citycell hello tunes: Citycell gift shop:
just dial 6269 just dial 3678 just dial *007 just dial *438

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International call service and sms service:
Citycell offers lower call rate to calling others country and citycell international SMS service to the highest number of countries around the world. About 206 countries.

Helpline
Citycell Helpline operates 24 hours a day, 7 days a week. You can dial 121 from your Citycell phone and 011 99 121 121 from any other phone to get connected to our Customer Care representatives.

3.06) price of citycell List price :
Citycell One
Outgoing call type To Citycell To other operators BTCL (Local,NWD) ISD, E-ISD FnF (to other operators) SMS type To Citycell To other operators International SMS 24 hour flat rate (Tk/min) 0.29 (60 sec. pulse) 1.13 (60 sec. pulse) 1.13 (60 sec. pulse) E-ISD Rate 1.04 (30 sec. pulse) 24 hour flat rate (Tk/SMS) 0.46 1.04 2.88

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• • • •

4 FnF numbers to other operators. 30 sec pulse applicable for all outgoing voice calls to other operators. TK. 50 monthly rent applicable. All Charges given here including 15 % VAT.

Alap super
Outgoing call type To Citycell To other operators BTCL (Local,NWD) ISD, E-ISD FnF (to other operators) SMS type To Citycell To other operators International SMS
• • •

24 hour flat rate (Tk/min) 0.29 (30 sec. pulse) 1.50 (30 sec. pulse) 1.50 (30 sec. pulse) E-ISD Rate 1.00(30 sec. pulse) 24 hour flat rate (Tk/SMS) 0.56 1.00 2.88

4 FnF numbers to other operators. 30 sec pulse applicable for all outgoing voice calls to other operators. All Charges given here including 15 % VAT.

City cell pco
Outgoing call type 24 hour flat rate (Tk/min)

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To Citycell To other operators BTCL (Local,NWD) ISD, E-ISD FnF (to other operators) SMS type To Citycell To other operators International SMS
• • •

0.49 (1 sec. pulse) 0.901 (1 sec. pulse) 1.20 (1 sec. pulse) E-ISD Rate 1.20 24 hour flat rate (Tk/SMS) 0.48 1.0 2.88

4 FnF numbers to other operators. 1 sec pulse applicable for all outgoing voice calls to other operators. All Charges given here including 15 % VAT.

Tariff Plan Peak Off-Peak Super Off-Peak 10.00 am - 09.00 pm 09.00 pm - 12.00 am 12.00 am - 10.00 am

Taka/min 0.75 0.50 0.25

All Charges given here including 15 % VAT Data plan Zoom Saver Zoom 2GB Zoom 5GB Monthly limit N/A 2 GB 5 GB Monthly tariff (Tk.) 0.02/KB 450 700

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All Charges given here including 15 % VAT

Citycell Modem and price:

Description:
         Interface: Rotatable USB type Convenient Plug & Play MicroSD card support up to 8GB SMS & Voice support Superior signal reception through Mobile Receive Diversity MAC compatible Handy & portable CDMA2000 1X/EV-DO Rel. 0/EV-DO Rev. A, 800/1900 MHz EV-DO Rev. A data service of up to 3.1Mbps download/1.8Mbps upload

ZTE MG880+ USB Modem

Bundle price

TK 4,000
(Device + post-paid Zoom connection + amazing call rates & monthly plans)

Device Description:

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 Interface: USB type  Data rate: Up to 153.6 kbps  Voice and SMS  Support Incoming Calling Display, ring prompt  Supporting RIM card  Operating System supported: Windows 2000 / XP / Vista  Air interface: CDMA2000 1X

Bundle price

TK 3,000
(Device + post-paid Zoom connection + amazing call rates & monthly plans)

 Device

Description:

           

Interface: (PCMCIA) type Data rate: Up to 153.6 kbps Voice and SMS Support Incoming Calling Display, ring prompt Large-capacity phone book Supporting RIM card Operating System supported: Windows 2000 / XP Dimensions: 88.4mm (D) x 54mm (W) x 5mm (H) Weight: Approx. 38g Power consumption: <=3W Air interface: CDMA2000 1X Retractable antenna

Discount

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Citycell has given some kind of discount for their current consumer. They have reduced their price in off peak time. And in post paid they have given 24 hours off peak rate.

Allowances:
Allowances are the promotional money paid by manufactures to retailers in return for an agreement to feature the manufacture products in some way. As citycell is mostly based on its retail dealers there must be an allowance service in practice between them. But we could not get any information about that.

Payment period:
Citycell has two types of payment procedure:: Post-paid Pre-paid
1. Cash: You can also easily settle your bills at the cash counters of all Citycell Customer Care Centers after banking hours and also on holidays. Our Customer Care Centers remain open from 8:00am to 8.00pm, 7 days a week. 2Cash Card: Most convenient way to pay your bill. These cards are available with all our authorized dealers or retail outlets countrywide. Cash Card can be used anytime to pay your bills using your Citycell phone from anywhere. 3 Deposit Slip: Available at all Citycell authorized banks. You can pay your Citycell Bill or Security Deposit in cash using these deposit slips. 4 Bill Invoice Copy:

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You can pay your bill at any of the Citycell authorized banks with the Bill Invoice Copy provided by Citycell. 5 Demand Draft / Telegraphic Transfer (only from AB Bank) / Pay Order: You can also settle your bill by issuing a DD / TT / Pay Order in favor of Pacific Bangladesh Telecom Ltd. 6 HSBC Easy Pay (ATM) System:

HSBC offers 24-hours Easy Pay ATM service for Citycell Customers available at five convenient locations in Dhaka (Banani, Uttara, Gulshan, Dhanmondi) & Chittagong (GEC Circle). Customers do not necessarily need to be an account holder of HSBC in order to avail this payment system. 7 Standard Chartered Bank: If you are a Customer of Standard Chartered Bank, you can settle your bill through their ATM with your ATM card (ebbs) or Auto Bills Pay system or IVR (Interactive Voice Response) Bill pay system. 8 Eastern Bank Internet Banking:

If you are a Customer of Eastern Bank Limited, simply log on to www.ebl.com.bd to settle your Citycell bills online.
9

E-Cash (ATM):

Electronic Transactions Network Ltd. (ETN) is currently operating and maintaining a network of 20 ATM booths all over the country. E-Cash card holders of Dhaka Bank Ltd, Islamic Bank Ltd, NCC bank Ltd, Southeast Bank Ltd, Bank Asia Ltd, Social Investment bank Ltd, Argane Bank Ltd and Bank of India Ltd. can pay their Citycell bills in these ATM booths.

Pre-paid

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e top-up

Recharge Validty (for Citycell One Pre-paid Customers)
Amount (Tk.) 10 - 99 100 - 299 300 or more Days 30 60 180

Scratched card

3.07) place of citycell:

Channel
citycell have established over 30 exclusive sales outlets in addition to 10000 outlets for recharge cards to ensure easy availability of citycell connections.

Citycell has 6 distributors and their point of sale point (outlets) is about 440 throughout the country.

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Coverage
Dhaka Chittagong Rajshahi

Khulna
Slyhet

Barisal

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Locations
Dhaka
Mohakhali Pacific Centre (Ground Floor) 14, Mohakhali C/A, Dhaka-1212 Kakrail 81, Kakrail, Dhaka - 1000

Chittagong
BCIC Sadden (2nd Floor) 26 Agrabad C/A Chittagong - 4202

Rajshahi
House # 263 (Ground Floor), Sector # 02 Uposhahor Housing Estate, Rajshahi - 6202

Khulna
Tayamun Center (1st Floor) 181, Khan A. Sabur Road Khulna- 9100

Sylhet
Garden Tower (Ground Floor) Shahjalal Bridge Link Road Uposhohor Point Sylhet - 3100

.

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3.08) Promotion of citycell:
Advertising:
• • • • • • Newspaper. Television. Island Dividers. Billboards. T-signs. Posters & Stickers

Personal selling:
They exercise highly personalized direct mailing procedure towards their corporate client. This is the only personal selling tool for citycell.

Public relations:
Public relation is very much believable and believable. They do the following item in this promotional tool: • • • • • • Distributes relief among fire victims. Help hand with government to stop drugs Stage concert to raise money to ease flood hardship. Donates money for the flood affected. Hands over relief to Rotary for the flood victims. Donates Physiotherapy Equipment to underprivileged

intellectually disabled children. • • Go for press conference once or twice in a month. Donates money for the football and cricket

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Message:
Citycell gives all information her customers and clients when they are starting any new product, service, and any new offer than they are sent by message. Message like sms, mms. Gatekeeper etc.

Media:
Citycell uses media to collect customer. Media selection involves finding the most effective media to deliver the desired number of exposure to the target audience. Citycell will use the following media that will effectively reach to its target customer: Media selection involves finding the most effective media to deliver the desired number of exposure to the target audience. Citycell will use the following media that will effectively reach to its target customer:

Print Media Broadcast Media Electronic Media Display Media

Media Selection Newspaper, Magazine, Direct Mail Television, Radio Web Page Billboards, Poster & Stickers, Transit

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Budget:
Every company take budget for company promotion. Citycell take budget for promotion. Under chat show that Promotional Tools Advertising Personal Selling Sales Promotion Public Relation Budget Allocation (Tk.) 6,30,00,000 30,00,000 1,80,00,000 60,00,000

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Advertising Tools Newspaper Television Magazine Billboards Web Page Radio Posters & Stickers Transit

Budget Allocation (Tk.) 250,00,000 15,00,00,000 20,00,000 90,00,000 1,20,000 2,80,000 9,00,000 6,00,000

Sales promotion
citycellhas done a number of sales promotions. Citycell gives lower call rates and high speed internet cost very low other competitors. Citycell sale officer come many educational institution and show there zoom internet package student to buy. They are also many markets and office to increase sales show zoom package because today internet is very important whole country for business and education. Citycell arrange many entertainment programs for sels promotion. Example: Citycell™ hands over 5 golf carts to KGC, Tele-Video Health Service for all. Under zoom and call rates:-

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3.09) Numbering scheme:
Citycell uses the following numbering scheme for its subscribers: +88 011 N1N2N3N4N5N6N7N8 where, 880 is the International Subscriber Dialing Code for Bangladesh and is needed only in case of dialing from outside Bangladesh. 11 is the prefix for Citycell as allocated by the government of Bangladesh. Omitting +880 will require using 0 in place of it instead to represent local call, hence 011 is the general prefix. The number N1 to N8 is the subscriber number

3.10) Ownership Structure
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh. Following lists the shareholders of the company:
• • • • • • •

Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Telecom Paging Pte Ltd

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Why do the customers need the product?
In today’s world telecommunication is a very important thing. And mobile phone is a part of telecommunication. It is involving towards personal communication. It’s a phone that anyone can take anywhere he or she want. We can say that people basically need mobile phone for better communication as it portable. Some people also use mobile to increase their status. As the network and customer service of citycell is much better than their other competitors, therefore, a large number of consumers want citycell product.

Where and when do they buy the product?
From where the consumers will buy the product – Citycell has some criteria of selecting authorized dealers. According to those criteria, citycell select authorized dealers throughout the network-covered and high-speed internet. Then citycell and those authorized dealers jointly select some authorized sales outlets. Through this chain, end users can avail the connection. When the consumers buy the product – 1. Usually, the clients are buying the product when they need. The buying force is not actively depending on occasion. Various occasions may be slightly increase the sales of product. 2. They organize some special package in Eid, Pohela baishakh and 31st December etc.

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When the citycell provide any new package such as the discount in free talk time, free SMS, discount call price, etc 3. Citycell give powerful high speed internet services other telecommunication company.

3.13) Competitive Advantages:
1. The main competitive advantage of citycell is their high speed internet and good customer service. 2. Another major competitive advantage o f citycell is their strong brand image. 3. Citycell network and customer service is much better than their competitors. Their customers are brand loyal. Therefore, they can easily reduce their marketing cost because of customer’s brand awareness and brand loyalty. 4. The demand for citycell is high in the market. The customers are expecting to carry the brand. Therefore, citycell authorized dealers. 5. As citycell has normal perceived quality, therefore citycell charge a lower price than their competitors 6. Citycell can easily lunch extent ion (example recently they launch citycell zoom) because their high ability. has more trade leverage in bargaining with

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Organizational Structure:

3.14) Market Share:
Citycell (Pacific Bangladesh Telecom Limited) has been converted into a Public Limited Company with effect from 28 March, 2008 in compliance with the Notification No. SEC/CMRRCD/2006-159/Admin-03/23 of Securities and Exchange Commission of Bangladesh.

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Following lists the shareholders of the company:
• • • • • • •

Pacific Motors Limited Pacific Traders Limited Pacific Industries Limited Far East Telecom Limited SingTel Asia Pacific Investments Pte Ltd SingTel Consultancy Pte Ltd Singapore Telecom Paging Pte Ltd

Mobile Phone Subscribers in Bangladesh
The total number of Mobile Phone Subscribers has reached 44.8 million at the end of July 2008. The Mobile Phone subscribers are shown below: Operators Grameen Phone Ltd. (GP) An axiata com (Aktel) Orascom Telecom Bangladesh Limited (Banglalink) PBTL (Citycell) Teletalk Bangladesh Ltd. (Teletalk) Warid Telecom International L.L.C (Warid) Total Subscribers 20.84 7.98 9.90 1.67 0.93 3.48 44.8

Market Share of Cellular Phone Operators
6% 23% 42%

Grameen Phone Aktel CityCell Banglalink

29%

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3.15) Target market of city cell
  • • • • • Citycell has done their geographic segment by targeting the whole country. Citycell has done their demographic segment as below: Age: Under 18 – 60+ Income: Over 4000 Gender: Male, Female Occupation: Businessman, Service Holder, Students, and Housewife Social Class: Lower Middles, Middle class, Upper middles, Lower uppers, and Upper uppers.


Citycell has done their behavioral segment as below: Occasion: Special occasion as Eid, Pohela Boishakh, 31st Decemember etc.

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Benefit: Network, Customer Service, Emotional benefit such strong brand image.

as

User Status: Non-user, Ex- user, Potential user, First time user, Regular user

Usage rate: Medium user, Heavy user

Positioning:
Citycell company situated 4th position in telecommunication company of Bangladesh because their good customer relation and high speed internet service.

Conclusion
A nation’s development much depends on its telecommunication sector. The common people of the developed countries are connected with the telecommunication network information highway. People are directly depending on the telecommunication. And mobile phone is the phone, which anyone can take anywhere he or she want. And in Bangladesh citycell CDMA technology is the most widely accepted digital system in the world. Citycell Phone believes in service, a service that leads to good business and good development. They have provided their service by their product citycell one, citycell zoom, citycell pco, Alap super. They have given better service to their

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subscribers. But still many additional services can be added up with the existing services. Citycell can give emphasis on the services for continuous improvement.

The End

References:

WWW. CITYCELL.COM Shihab rizan ( Territory Executive) (Sales & (Srezwan.Sales@ci

• Distribution) tycell.com)

Md. Monir uzaman Third Semester, B.B.A I, D- 0815112109 E-mail: komaaren@yahoo.com Year – 2009 Premier university, chittagong Bangladesh

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Special Thanks:

Sarwar ali siddque Fakrul islam Khaled mahmud Amith dutta Rabiul islam Anisul islam choduhery Rony

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