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The history of Telecom Companies is not too old in Bangladesh, but they are paying the biggest amount of taxes to Bangladesh government. Telecom companies of Bangladesh have been the largest employers for skilled people since several years. From the Citycell to Grameen era, there were stories of monopolistic market only. But now, in the beginning of 2008, Bangladesh eyes a potential perfect competition market in the Telecom sector. Teletalk, began its operation in 2004 as being the second last operator, long after the Telecom industry has been established in Bangladesh. It now has a subscriber base of around 12-14 lakhs which is around 3.5% of the total subscribers.
Teletalk Bangladesh Limited is a public limited company, registered under the Registrar of the Joint stock companies of Bangladesh. Total shares owned by the Government of the Peoples Republic of Bangladesh. Teletalk Bangladesh Limited (the ³Company´) was incorporated on 26 December, 2004 as a public limited company under the Companies Act, 1994 with an authorized capital of Tk.20,000,000,000 being the only government sponsored mobile telephone company in the country. On the same day the Company obtained Certificate of Commencement of Business. Teletalk Bangladesh Limited has continually expanded its network, to better accommodate its growing customer base as well as to keep the promise of providing better service. As of now, Teletalk has already established its network foothold in 61 Zilas, 336 Upazilas, and most of the highways. Teletalk is continuing its network expansion to reach more corners of Bangladesh.
Market S hare
G rameenphon e B anglalink Aktel C itycell T eletalk Warid
Literature Review: see photocopy
The Marketing Mix Analysis
Products The basic product of Teletalk Bangladesh Ltd is its SIM. Connectivity is the Core Benefit of this product. The Expected Product is good connectivity and a large area of coverage which Teletalk Struggles to maintain. Teletalk is now concentrating on its Augmented Product which are VAS (Value Added Services).It has launched some new VAS recently such as Internet SMS while previous ones such as Cricket Update or Load Shedding update continue to serve. Value added services of teletalk: A comparison with the market leader Teletalk Has Teletalk lacks what market leader Grameenphone possesses Instant Messaging -GP to GP Chat -SMS -Broadcast Message -Off line messages -Presence status display -Chat Rooms -Settings Wizard SMS Based Alerts/Services Namaz alerts Cricket alerts Cricket score update Other Alerts- Information on updates of bills and telephone numbers to call ambulances, hospitals, blood banks, police stations etc. Voice-based Services Namaz timings News service Sports Update (International Cricket Matches and English Premier League updates). Downloads Tunes & Tones Cell Bazaar
FNF-Friends and family
VMS-Voice mail service
SMS Bangla SMS Internet SMS International SMS International Roaming GPRS
Price The pricing strategy for Teletalk prepaid connections is shown herePackage: Standard Call Directions Out Going Calls Call Categories Teletalk to Teletalk Teletalk to Others Peak [ 8am-12am ] Tk. 1.40 Tk. 1.90 Off Peak [ 12am-8am ] Tk. 00.60 Tk. 1.00 Tk. 1.00 + ISD & EISD
Teletalk to Overseas Tk. 1.90 + ISD & EISD SMS Voice SMS GPRS Tk. 1.00 Tk. 2.00 Tk. 00.02/KB or Unlimited fee Tk. 800.00/Month Tk. 00.75 [Teletalk] & Tk. 1.25 [Other]
Call Directions Out Going Calls
Call Categories Teletalk to Teletalk Teletalk to Others Teletalk to Overseas
Peak [ 8am-12am ] Tk. 0.99 Tk. 1.90 Tk. 1.90 + ISD & EISD Tk. 1.00 Tk. 2.00 Tk. 00.02/KB or Unlimited fee Tk. 800.00/Month Tk. 00.25 [Teletalk] & Tk. 1.00 [Other]
Off Peak [ 12am8am ] TTk. 00.60 Tk. 1.00 Tk. 1.00 + ISD & EISD
SMS Voice SMS GPRS
Promotion Advertising Teletalk will have to pursue an aggressive advertising campaign, as it will provide unsought services. Printing, electronic and some other Media will be used for this purpose. Print Media Electronic Media Others
News Paper Magazines
Television Radio Internet
Outdoor Tri vision
Print Media Newspaper- Teletalk should increase its advertisements in The Daily Star, TheDaily Prothom-Alo etc to communicate with the target groups. Magazines- Teletalk should advertise in magazines. Electronic Media Television- Television advertising is certainly the most effective communication strategy. Advertising for Teletalk can be done on ATN Bangla, ³Channel i´ etc. in their prime hours on a relatively regular basis. Radio- As the FM radios are emerging rapidly as a strong media, there will be some radio advertisement to cover the necessity based target group. This will also help to build the way when Teletalk will be gradually penetrating other areas of Bangladesh. Internet- Teletalk plans to develop a strong web page. Developing a web page and its maintenance would not be expensive. The page will contain attractive and at the same time important information about Teletalk. Others Transit- Recently Teletalk has advertised in BEVCO buses covering the whole bus with Teletalk themes and ads. It will publish some attractive ads and use it in some private and mass transits like Volvo and Premium bus service. This type of advertising will increase the visibility of Teletalk.. Billboard- Some billboards will be placed on busy and important roads in Dhanmondi, Gulshan, Banani, Uttara, and New Market areas.
Place Teletalk sales its products through its customer care centers and the dealers. It has only 4 customer care centers which should be increased to give better service to its existing and potential subscribers. Its distribution should be made better by making SIMs available in small retail shops in every area. Teletalk participates in the trade fairs and that is also a good place to gain the attraction of the subscribers.
1. Improvement of Relations with Customers: TELETALK should improve the quality of their service, specially their behavior with the customers. They need enough skilled and well-trained marketing officers who will be able to talk gently and can attract people by his words of mouths. 2. Network Coverage: TELETALK should increase their network coverage because they have got about 3, 00,000 consumers but don¶t have enough network coverage to support them. Their main competitor GP has a got a huge coverage. So to be in the market they should increase the network coverage. 3. Billing Problem: TELETALK has got some billing problems. Sometimes unexpected bill occurs. So they should make their system much better. 4. Making The Prepaid Card Available: TELETALK should give more dealer ship of cards to make the card available everywhere. And they should supply cards timely so that people will not face any problem to get cards. 5. Service Centers: They can increase the number of service center so that the consumer can easily get their service. And if they increase their service center then people will be able to buy their product directly from them. 6. Provide 24 hours Helpline service- Teletalk should have a good helpline. Unlike other players, Teletalk lags behind in this area. Specailly Teletalk¶s different packages, their tariffs, switching from one package to another etc are the frequently asked questions by its subscribers. 7. Reducing call charge- As Teletalk is the market follower, it has to be watchful about the call rates of other players and take immediate steps to balance its call rate with others. Otherwise, it can not penetrate the market.
Serving customer should get priority as far as the marketing concept is concerned. Customer satisfaction is a function of perceived performance and expectation. Telecommunication being a dominantly service oriented industry; its success mostly relies on the quality of service provided to the customers. Customer service is of utmost importance when there are number of competitors, competing with each other in terms of service quality and professionalism.
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