Professional Documents
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Research paper on
“Managing Profitable Customer Relationships & Partnering To build Customers
Relationship-A Study OF Comparison Between Grameenphone & Banglalink.
Table of content:
Topic Page no.
Introduction to Grameenphone 3
Introduction to Banglalink 4
Company Background 5
Concepts Of Marketing 8
Marketing Mix 9
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.
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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.
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Grameenphone Banglalink
Company Background Company Background
In November 28, 1996 Grameenphone was The long awaited launching of a mobile telecom
offered a cellular license in Bangladesh by the network by a state-run enterprise had finally
Ministry of Posts and Telecommunications joint materialized on 1 March 2005. It also fulfilled a
venture between Telenor of Norway and Grameen cherished dream of people who continuously
Telecom. Then in march 26, 1997 Grameenphone demanded to the government for such an enterprise.
launched its service on the Independence Day of The government started the "Mobile Telephone
Bangladesh. 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.
GP Business Solutions:
# Call Forwarding/Divert
#Target Market: Business
# Call Waiting / Call holding
#Product Type: Postpaid & Prepaid
# Call Barring
#Price :BDT500 # Caller Line Identification Presentation
companies are following societal marketing concept companies are following societal marketing
as they are participating in CSR activities and concept as they are participating in CSR activities
considering consumer & society’s long run interests. and considering consumer & society’s long run
interests.
Djuice: Focus on music, messaging Community to banglalink desh: Bonus on incoming, lifetime
appeal to the youth. validity, e-isd facility, 3 fnf numbers to any
operator .
Shohoj Package: Offering You will be able to talk
Banglalink desh rangdhanu: With this package,
to over 23 million Grameenphone numbers at a low
banglalink customers will be able to talk for half
rate.
an hour by paying for only 5 minutes.
Aapon Package: You will be able to talk to over 23
banglalink desh ek rate: Specially agreed
million Grameenphone numbers at a low rate.
towards those customers who want flat call rate
Bondhu package: This package with the highest
throughout the day.
number of F&Fs allows you to talk to your near and
banglalink post-paid: Lowest call charges,1
dear ones at the lowest rate. This package gives you
second pulse,20% bonus on incoming calls,up to
the privilege of calling 7 FnF numbers at Tk
15% monthly loyalty discount on airtime,
0.49/min.
economy isd call charges (012) to 55 countries,
GP xplore Postpaid: Offering competitive tariff
international roaming, international sms.
with features such as unlimited internet, flat call
banglalink sme : 50 free minutes and 50 free sms
tariff, easy bill payment facilities etc.
per month which can be used to any banglalink
GP Business Solutions: Customized solutions for number 24 hours a day, waiver of monthly fee if
Corporations, SME and SOHO businesses Provides monthly usage exceeds tk 400, only tk 50 monthly
closed user group functionality, business messaging, fee, zero connection price.
Blackberry services, priority customer service etc.
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Price:
Pricing is one of the marketing mix tools that a
company uses to achieve it marketing objectives.
Djuice: Price:
# Djuice new connection is only Tk.149 with bonus Pricing is one of the marketing mix tools that a
talk time of tk.50. company uses to achieve it marketing objectives.
# Djuice to Djuice/GP (only for Fnf), tk. .49 (24
hr.) Banglalink Desh:
# 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:
Xplore Postpaid:
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Banglalin postpaid
supplementar call &
k post- package y connection control
paid: 1
line rent tk 100 - tk 50
minimum
commitment
- tk. 50 -
of the country. Dealers, as an intermediary, purchase company uses to achieve its marketing
the products from the centers and disburse those to objectives. Each promotion tools has unique
two types of retailers. One is – exclusive retail outlet characteristics to improve their total sales.
and another one is – non-exclusive retail outlets are Banglalink are trying to do more promotional
permitted to sell the products of only GP. They are activities for their service. Banglalink
the guaranteed or authorized retailers. Non-exclusive
Marketing promotion can be classified in several
retail outlets can sell other companies’ product as
steps
well as they have no relation the customers or end-
users buy products from either of two types of retail
Advertisements through billboards:
outlets. They get the product or service of company
in the most convenient way at the student time The billboards installed so far by Banglalink
period. 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
Promotion: vision, ATN Bangla, radio today etc.
Grameenphone uses promotional activities that
Personal Selling:
communicate the merits of the product and persuade
Personal presentation by the firm’s sales forces for
target customers to buy it. Grameenphone can
the purpose of making sales and building
succeed to acquire more than 10 million customers
customer relationship. Banglalink uses personal
as of December 2006 not only providing good
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service but also using high frequency promotional selling in different stages of marketing and
activities. Grameenphone uses most of the distribution. Company distributes their product
promotional tools to give message for its customers (SIM, Scratch, I-top, Cash card) among the
on the new product & existing product and product wholesalers and retailers by maintaining the
features. Grameenphone must do more than make excellent relationship. Banglalink’s
good product- they have to inform customers about communicate with corporate client by its sales
product benefits and carefully position products in force building and keeping relationship with
consumers’ mind. potential and existing valued customer.
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.
Grameenphone Advertising process : Road show:
Banglalink organized a two days long road show.
Any paid form of nonperson presentation and
Here subscribers got the opportunity to buy SIM
promotion of ideas, goods or services by an identified
of different pre-paid package at 70TK,where
sponsor. Grameenphone advertising can introduce the
regular offer is 150TK.
company and the products. If the product embodies
Handbag Distribution:
new features, advertising can explain them.
At Bangla academy “Ekusay Boi Mela”
Advertising can remind customers of how to use the
Banglalink distributed handbag in visitors who
products and reassures them about their purchase.
bought book from fair. There was slogan on
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thankyou
Prizes
Patronage Awards
"Even a journey of a thousand miles begins with a Corporate social responsibility, as we see it, is a
single step..." - Chinese proverb ‘complementary' combination of ethical and
At Grameenphone, we live by the statement responsible corporate behavior, as well as a
"Development is a journey, not a destination." Our commitment towards generating greater good for
work is not just about ensuring connectivity; it is the society by addressing the development needs
about connecting with people and building of the country.
relationships, based on trust, with our subscribers,
business partners, employees, shareholders, as well Like the previous year, banglalink continues its
as the wider community. We have always believed CSR activities for the Hajj pilgrims this year as
that good development is good business. While we well.
maintain our business focus, taking the nation
forward remains our top priority. Thus our Last year banglalink provided pure drinking water
relationship with Bangladesh is built on a at the Hajj Camp and the Zia International Airport.
partnership which strives to achieve common
economic and social goals.
This year, banglalink has added some extra
Corporate social responsibility, as we see it, is a
facilities, such as pure drinking water, necessary
‘complementary' combination of ethical and
medicines, free phone kiosks and buses for shuttle
responsible corporate behavior, as well as a
services (airport drop service for the Hajjis), says
commitment towards generating greater good for the
a press release.Banglalink is doing many other
society by addressing the development needs of the
social responsibilities …..
country.
-Agri-solution service
Our core strategy in this area is to be Bangladesh's
-Special Service at haji camp
partner in developing the country, particularly in its
-Helping Unpriviliged children
promise, as a United Nations Millennium
-Decide to make Rajsahi Beautiful
Declaration signatory, to meet the eight targets
Donates blankets to orphanage
known as the Millennium Development Goals by
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Poverty alleviation,
Healthcare,
Empowerment
Education.
List & short notes on business List & short notes on business
portfolio portfolio
Pre-Paid Prepaid Packages:
desh rang
Smile
desh
djuice
ladies, first!
Post Paid
Postpaid Packages:
xplore
personal package
Recharge
personal supplementary
personal call and control
Flexi-Load
enterprise personal
Scratch Card
upper class
Hardware
Banglalink enterprise:
Genuine Handsets enterprise corporate
GPRS and EDGE Modem enterprise SME
Accessories ( Charger, Battery etc) enterprise personal
Services
Value Added Services:
entertainment
Value Added Services: data based services
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Star Question
call management services
International Roaming Desh mark
mobile financial services
Smile djuice
SME
EDGE
Recharge
Voice Mail Services Cash cows Dogs
Flexi-Load
Text Messages Scratch Card
Internet
Rong Cell bazar
internet
Bill Payment
You can pay your post paid bill of any amount at any
Grameenphone Center
Low
Low
Smile: High growth rate& share
Desh:High growth rate &share
Profit Potential
Profit potential
May Need a Heavy investment to
May need a heavy investment to flow
Flow
Product Product
Market Development Market
Penetration Development
Penetration
banglalink. banglalink.
Market development : Market development :
when current product is launched in a new market when current product is launched in a new market
and new target customer group. Grameenphone and and new target customer group. Grameenphone
banglalink both are trying to develop their market. and banglalink both are trying to develop their
market.
2005 i.e. the Bengali New Year. Ever since the each segment of the target market.
launch djuice has seen a big warm response from the
crowd. Within two years djuice Bangladesh had Segmentation
Below the various types of mobile phone set, line,
enlisted around 2 million subscribers.
price and billing system offered by
Smile Package: Smile package which is a mobile to
BANGLALINK are discussed related to
mobile connectivity within Bangladesh. It is the
geographic, demographic and psycho-graphic
most popular product.
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
2.2 Occupation:
extended its coverage area into Chittagong,
Public call office (PCO): a package exclusively
Sylhet, Khulna and gradually the 61 districts of
designed for people operating public phone booths
the country. Although BANGLALINK is covering
who basically need low call rate.
most of the part of the area, still they left 3 more
Business Solution: a complete, quality business
districts. There are government restrictions for the
communications service designed especially for the
network coverage of those hill traces areas.
business community in Bangladesh. At office or on
As to segment the cellular phone consumers’
the move – stay connected through Business
psychographic segmentation plays the most
Solutions.
important role. Psychographic segmentation
3. Psychographic
divides consumers into different segment based on
3.1 Social class, Lifestyle, Personality:
social class, life style or personality. It is very
X-plore product Nationwide and international
important to design the products and services of
mobile and landline connectivity.
mobile company according to the consumer’s
Bangladesh.Grameenphone launched Roaming
psychographic factors.
Services (both GSM and EDGE/GPRS) with
YOUNG PEOPLE- 44%
CAMEL Phase II for Pre paid In-bound subscribers.
MIDDLE INCOME GROUP- 31%
upper class that can bear its expenses.
SERVICE HOLDER- 17%
4. Behavioral
HOUSE WIVES- 4%
4.1 Occasion:
OTHERS- 4%
Greemenphone provide various offer for special
occasions, like- Eid Spesial, Grameenphone brings
back the popular Nokia 1200 handset, bundled with
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SWOT Analysis
3. CSR Weakness
4. Faster internet services 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
Threats
but it should follow smooth strategy.
1. New another mobile company
5. Banglalink faces coordination problem of
2. Law call rate from others
Management system.
3. Faster internet services
4. 3G license
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
modern and consumer oriented.
2. Another invisible threat is land phone operator
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