American International University Bangladesh Principals of Marketing
“Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on “Grameenphone” Company Ltd”
Mr. Hamidul Islam
Groups Members name
BRIGHT COSTA ID:09-14293-2
Letter of Transmittal
Date: 02 August 2010 Md. Hamidul Islam Course 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 ‘Grameenphone Company in Bangladesh. We have given our best effort to make it a worthy one and each aspect of the problem is considered and studied as required. If any confusion arises or further explanation is needed, we shall be available to explain the matter to you as and when required despite when required despite having limitations. Your benign and authoritative advice will encourage us to conduct further flawless research 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 been impossible 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
Grameenphone (গামীণোফান), widely known as GP, is the leading telecommunications service 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 venture enterprise between Telenor and Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed microfinance organization and community development bank Grameen Bank. Telenor, the largest telecommunications company in Norway, owns 55.8% shares of Grameenphone, Grameen Telecom owns 34.2% and the remaining 10% is publicly held. Grameenphone was the first company to introduce GSM technology in Bangladesh. It also 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 a source 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 years gaining support from various organizations including Nobel Peace Prize laureate Muhammad Yunus of Grameen Bank and the Norwegian telephone company, Telenor. He was finally successful in forming a consortium with Telenor and Grameen Bank to establish Grameenphone. Quadir remained a shareholder of Grameenphone until 2004. Grameenphone received a license for cellular phone operation in Bangladesh from the Ministry of Posts and Telecommunications on November 28, 1996. Grameenphone started operations on March 26, 1997, the Independence Day in Bangladesh. Grameenphone originally offered a mobile-to-mobile connectivity (widely known as GPGP connection), which created a lot of enthusiasm among the users. It became the first operator to reach the million subscriber milestone as well as ten million subscriber milestone in Bangladesh
November 28, 1996: Grameenphone Ltd. received cellular license by the Ministry of Posts and Telecommunications of Bangladesh. March 26, 1997: Grameenphone launched its service on the Independence Day of Bangladesh. June 1998: Grameenphone started its services in Chittagong, the second largest city and the port city of Bangladesh. Cell to cell coverage between Dhaka-Chittagong was established. 1999: Grameenphone started its service in Khulna, the industrial city of Bangladesh. Also cell to cell coverage between Dhaka and Khulna brought a number of other districts under coverage. 2000: Grameenphone started its services in Rajshahi, the education city of Bangladesh. Service also started in Sylhet and Barisal and thus all six divisional headquarters got the cellular network coverage for the first time Bangladesh. August 2003: Grameenphone's subscribes base has become more than one million. Grameenphone became the first operator in the country to reach the million subscribers. November 2005: Grameenphone registered more than 5 million subscribers. November 5, 2006: Grameenphone crosses the 10 million subscriber mark after almost ten years of operation. September 20, 2007: Grameenphone reaches 15 million subscribers mark. June 2008: Grameenphone reaches 20 million subscribers landmark.
Oddvar hesjedal (CEO of GP)
Iqbal Quader (Founder of GP)
Logos of grameen phone:
We are here to HELP
We exist to help our customer get the full benefit of communication services in their daily life. We want to make it easy for customer to get what they want, when they want it.
The vision will be achieved by 1) 2) 3) 4) 5) connecting Bangladesh with ease and care being user-friendly providing value for money providing simple and timely connections having a right understandable process
CHAPTER-ONE: Objectives of the study
Products marketing strategies and competitors evaluation: A study on GRAMEENPHONE ltd.
The objective of this study is to have a clear idea of grameenphone and to find the limitations of the tasks carried out all sector of the grameenphone. A) B) C) D) E) F) To find the business portfolio of GP. To know the marketing strategy of GP. Know the price of GP products Communications process Distributions system Last year products performance.
Limitations of the study
in every research work there are some limitations faces when conducting different activities. In the process of research work we also faces certain limitations that hampers our general activity. some of this notable limitations areThe report has been conducted within a short time frame The study is mainly focused on product marketing strategy on GRAMEENPHONE in Bangladesh but it is foreign company. But here we emphasizing on GP in Bangladesh. so being concerned only within the GP in Bangladesh seems to us limitation of a study. GP Headquarters is located in Gulshan . But they are very busy with their regular task, so it becomes quit difficult for them to give time in outside. And also there are some rules and regulation so that we can not enter the head office. So that we have to talk with their customer center officer. that was a big limitation to us. GP it is huge company and there are lot of employers and customer care center is also available. the study conducted can be hampered as the marketing strategy of GP can not be covered at the short time. We got only 2-3 weeks for preparing this report. It could be a limitation of the study. We faced a big problem by doing this report that is electricity problem that take lot of time.
CHAPTER-2: Methodology of the Study
2.1: SAMPALING PLAN
-Sampling procedure: The Sampling procedure has been conducted on the deliberate sampling method has used where the respondents interviewees considered on my convince and priority. -Sampling unit: In order to carry out the research work, the study was focused on taking the interviews of the personnel involved in the GRAMEENPHONE Company. Number of respondents: 20 Age range: 20-35 Occupation: student, teacher, house wife, service holder. Economic status: Higher middle class. Geographical location: Gulshan, Baridhara, Banani, Dhanmondi, Santinogor, Framgate.
2.2: Data collection techniques: Questionnaire:
Unstructured and open-ended Questionnaire (please see appendix) we asked to the different people in the different areas of Dhaka city to find whether they are satisfied with GP performance or not.
When we visited the Gulshan office of GP that time we used our own observation to collect certain pieces of information about their product marketing strategy,new product performance as well as up coming product.
Secondary information has collected by reviewing websites and some articles printed time to time and other relevant documents.
2.3: sources of data collection: Primary:
The primary information is gathered through internal of the employees working over there under GP center.
Secondary information sources had also used to collect information. Sources include: -Different articles, index of GP. -Visiting website of Grameenphone official company.
CHAPTER-3: FINDING AND ANALYSIS
MARKETING MIX Marketing Mix is the set of controllable tactical marketing tools the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the “four Ps”: product, price, place, promotion. Figure shows the particular marketing tools under each p. Product Variety Quality Design Features Brand Name Packaging Services Price List price Discount Allowance Payment period Credit terms Target Customers Intended Positioning Place Channels Coverage Assortments Locations Inventory Transportation
Promotion Advertising Sales proportion Public relation Personal selling
Marketing Mix Product means the goods and services combination the company effect that offers to the target market for attention, acquisition, use, or consumption that might satisfy a want or need. Price is the amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.
Place includes company activities that make the product available to target consumers.
Promotion means activities that communicate the merits of the product and persuade target customer to buy it.
Grameenphone Product Mix
A product is anything that can be offered to a market and that is potentially valued by a target market for the benefit or satisfactions it provides, including objects, services, organization, places, people and ideas. As in a service providing business Grameenphone provides different types of service in its market as its products. In telecommunication business coverage and quality is more important than the number of product or service offered. With its best coverage and good quality Grameenphone has become the number one mobile operator in Bangladesh. Grameenphone has categorized its products in two types. These are 1. Standardized and 2. Customized Products.
Standardized Product also has been divided into two types: Pre-Paid and Post-Paid.
The brand name of prepaid products is Smile Prepaid Standard and Smile (Mobile to Mobile). • Smile (Prepaid Standard)
• • • Shohoj Package Aapon Package Bondhu Package
Smile Standard prepaid allows consumers to make and receive ISD and NWD call in all telecom operators. • Smile (Mobile to Mobile)
Smile Mobile to Mobile allows its consumers to make and receive call from any mobile
Xplore is the brand name of post paid product of Grameenphone. It is categorized in two types: Xplore Package 1 and Xplore Package 2. Both of these Post-paid products has BTTB (Local, NWD, ISD and Economy ISD) connectivity, Flexible Credit Policy, Wide collection of value added service (SMS, EDGE, Welcome Tune, Voice Mail, Voice SMS) and International Roaming facility.
“Business Solution” is provided as a customized service to different medium and large organization and Professionals. This customization allows interesting call and sms charge among the member of the organization, fax and internet service within the organization branch. The customized service of one organization is never told to other or disclosed. Separate Strategic Business Unit (SBU) is responsible for the success of each of this product. As the way, this organization has proved that SBU is important for the success of a product in its market. Interestingly “d-juice”, which is claimed as a life style brand of Grameenphone, is not mentioned with this product line.
Different types of value added services are provided with these products as product feature.
Value Added Services With Grameenphone’s VAS, consumer can use mobile phone for many other purposes than making voice calls. With Grameenphone’s VAS, consumer can use mobile phone to:
• • • • • • •
Send and receive text messages, picture messages, voice messages Download ring tones, logos, wallpapers Obtain news updates, cricket score updates Browse the Internet and also send and receive e-mails Transfer data and send fax Participate in competitions and vote for opinions Health line services.
Branding The name or names that identify a company’s products can be very important in positioning them. The brand name distinguishes a product from competitor’s products. A strong brand identity creates major competitive advantages. A brand that is recognized by buyers encourages repeat purchases. Grameenphone is successful in its products branding. All most every prepaid mobile phone user is aware about its “Smile” prepaid package and business consumers are aware about “Business Solution”. This Branding images comes from good quality of Grameenphone’s products as well as its high promotion activities. Corporate branding places primary emphasis on building brand identity using the corporate name. Grameenphone has become a corporate name in telecommunication business in Bangladesh. Corporate branding offers the advantage of using one advertising and sales promotion program to support all of the firm’s products. And it is often
found in Grameenphone advertisements. Corporate branding has become a branding strategy because the product offering is relatively narrow in telecommunication business. Grameenphone’s Strategic Analysis of Existing Products Grameenphone regularly evaluates the performance of its product. This evaluation of the performance of the product portfolio provides its management with diagnostic information to guide its strategies for new products, product modification, and product elimination. But the strategic analysis of existing products requires tracking the performance of the products in the portfolio, as shown below:
For tracking product performance Grameenphone’s management first establish the criteria and levels of performance for gauging product performance. These include both financial and non financial factors. Because of the various demand and cost interrelationships among products, an information system is established to measure how well a particular product is doing. The purpose of this tracking system is to maintain a product review process that will help to spot problem products or products features. Grameenphone’s management uses the diagnosis to help select a strategy for eliminating the problem. Action includes adding new products, cost reduction, product improvement, marketing strategy alteration or product elimination. • Product life cycle analysis
The length of product life cycle is shorter in telecommunication business. So in a few years Grameenphone’s products moved from its introduction in to the growth stage and it is now in maturity stage. This first movement through the product life cycle
also creates the need to alter the cycle by introducing new products or products feature. • Product portfolio analysis
Grameenphone’s strategic analysis of the products portfolio determines if each product is measuring up to management’s minimum performance criteria, and assesses the strength and weaknesses of the product relative to other products in the portfolio. Portfolio grids highlight differences among products. After identifying the relative attractiveness and business strength of the products in the portfolio, a more comprehensive analysis of specific performance factors may be appropriate, including: • Profit contribution. • Barriers to entry. • Sales fluctuations. • Extent of capacity utilization • Responsiveness of sales to prices, promotional activities, service levels, and other influences. • The nature of technology (maturity, volatility, and complexity). • Alternative production and process opportunities.
Several of these factors are included in the grid analysis when composite grid dimensions are used. Grameenphone’s Strategy for existing products Cost reduction, product alteration, product elimination works as a strategy for existing products within this organization. • Cost reduction
Grameenphone’s lower cost comparatively its higher class products quality give this company major advantage over the competition. Grameenphone’s technological innovation, marketing productivity and high volume consumer helps to maintain this lower cost. • Product alteration
Products are often improved by changing their features and quality. A number of features are included with Grameenphone’s products. And these features provide a way of differentiating a brand against competition. In November, 2006 Grameenphone renamed its products as Easy to Smile; Regular to Explore. A number of new features also have been added with these products in that time. But consumer’s preferences suggest that quality is more important than features in the choice of taking connection. So quality improvements are also considered as an important strategy for increasing competitive advantage. • Product elimination
In deciding to drop a product from product line, Grameenphone’s management considers variety of performance criteria in addition to the product’s sales and product priorities. In November, 2006 Grameenphone eliminates some of its products from product line such as Any Time-300, Any Time-450 and Any Time-500. But product elimination is a very important decision that is thoroughly evaluated by Grameenphone’s management. Because Grameenphone’s core value is “Make it easy”. Those similar type of products confused customer. There fore these have been eliminated so that consumers feel easy to use Grameenphone’s products. Grameenphone’s corporate culture committed to provide good quality services .It believes that quality improvement is an organizational responsibility. So this will continuingly introduce good quality services or product comparatively minimum price.
Analyzing the Pricing Situation of GP:
• Price Elasticity:
It is the percentage change in the quantity demanded when price changes, divided by the percentage change in the price. GP has gained high price elasticity in the market.
• Non-price factors:
The Gold holders pay a high amount of money in buying to get the high facility. • Cost Analysis:
Product cost provides essential information for pricing decisions. To analyze cost, GP uses the following steps:
• Competitor Analysis:
Aktel is the major competitor of GP as it is consistent in its rates and facilities and gain a most part of the market shares although Banglalink has more promotional activities and call charge, they have not been able to hold the market yet. GP fixes its competitor on the basis of market share. They fix price in keeping pace with the competitors’ price and their probable responses to an alternative price strategies.
• Legal Anbd Ethical Ckonsiderations Of GP:
Price fixing in channels of distribution: GP provides its distributors at low cost. In pricing the channels of distribution, it has discrimination. Price information: GP publishes articles and advertisements in all national dailies and television about the form and the availability of price information for the customers. Price of Different Offers of GP at A Glance:
XPLORE PACKAGE 1
Tariff and line rent
(4 P.m. - 12 p.m.) TK.1.30/min
24 hours TK 1.30/min 4 F& F TK 0.49/min Incoming: Free Outgoing: TK 1.30/min
12 pm-4 pm TK 0.49/min
F&F: Tk.0.50 GP: Tk.1.00 International: Tk.2.00
Line Rent: Tk.50/month (This fee too will be waived if the subscribers' monthly airtime usage exceeds BDT 450) BTCL Incoming is absolutely free for Xplore :
• • •
1 sec pulse from 1st minute onwards for all numbers except F&F 60 sec pulse from 1st minute onwards for F&F NWD calls: BTCL's Peak (8am - 10pm) & Off-peak (10pm - 8am) rate will be applicable for BTCL charge All figures are excluding VAT. 15% VAT will be applicable.
XPLORE PACKAGE 2:
Package 2 has come up with a very attractive and competitive tariff. BTTB Incoming is absolutely free for xplore Package 2. No Monthly Access Fee/Monthly Line Rent Monthly Package Fee (Minimum Usage): Tk.1000
Tariff GP mobiles (6 am -1 am) GP mobiles (1 am -6 am) Other operators (24 Hrs)
* Promotional Tariff
Tk.1.50/min Tk. .30/min* Tk.1.50/min Tk.1.0/min
Incoming: Free Outgoing: GP Tariff + BTTB charge (Local/ NWD/ ISD)
F&F: Tk.0.50 GP: Tk.1.50 Other Operator: Tk.2.00
New Prepaid Price Plans
Grameenphone brings you a new prepaid connection only at Tk 149 with a bonus talktime of Tk 50. You will get a bonus talktime of Tk 20 instantly after recharging. This connection, gives you the freedom to choose amongst the three exciting offers – Shohoj, Bondhu and Aapon. You also have the option to move into the djuice package. Special packages for new prepaid connections Shohoj Package: Grameenphone prepaid connection comes with this pre-activated package where you will be able to talk to any operator number at a low, flat rate of Tk 0.79. You can also send SMS at Tk 1/SMS to any operator ( GP/ others) number. Time 24 Hours GP-GP Tk. 0.79/min Tk. 1.00/SMS GP-Other Operators Tk. 0.79/min Tk. 1.00/SMS
Voice call SMS
Aapon Package: You will be able to talk to over 23 million Grameenphone numbers at a low rate. The package offers the following features: Time Morning Time: (8 am-12pm) Day Time: (12pm-4pm) Evening Time: (4pm-12 am) GP-GP Tk. 1.25/min Tk. 0.49/min Tk. 1.25/min GP-Other Operators Tk. 1.49/min Tk. 1.49/min Tk. 1.49/min
Night time (12am-8 am) 3 FnF (Voice call) 24 Hours SMS SMS (FnF)
Tk. 0.49/min Tk. 0.49/min Tk. 1.00/SMS Tk. 0.50/SMS
Tk. 0.99/min Not Applicable Tk. 1.00/SMS Not Applicable
This package gives you the privilege of calling 3 FnF numbers at Tk 0.49 and sending SMS at Tk 0.5 ( GP-GP, GP-other operator at Tk 1/SMS) Bondhu Package: This package with the highest number of F&Fs allows you to talk to your near and dear ones at the lowest rate. This package gives you the privilege of calling 7 FnF numbers at Tk 0.49/min. You can calls to all other numbers (Other than the seven FnFs) are BDT 0.99 per minute. SMS rates are BDT 0.50 per SMS to FnF numbers and BDT 1 to other GP-GP and other operator numbers. Time 24 Hours 24 Hours GP-GP Tk. 0.49/min Tk. 0.99/min Tk. 1.00/SMS Tk. 0.50/SMS GP-Other Operators Not Applicable Tk. 0.99/min Tk. 1.00/SMS Not Applicable
7 FnF (Voice call) Voice Call SMS SMS (7 FnF) •
Any GP user can send SMS to more than 100 million GSM subscribers all over the world. It costs much less than making a call and is quite convenient to send. Tariff: Product Smile Smile PSTN Post paid djuice djuice BDT 1.50 BDT 1.50 BDT 1.50 BDT 0.50 On-Net BDT 1.50 BDT 1.50 BDT 1.50 BDT 1.00 Off-Net BDT 2.00 BDT 2.00 BDT 2.00 BDT 1.50 International SMS BDT 2.00 BDT 2.00 BDT 2.00 BDT 2.00
News service: GP provides news and sports update. Tariff: BDT 2.0 MP3 tones
Grameenphone offers EDGE (Enhanced Data Rates for Global Evolution), an advanced mobile technology which enables high-speed mobile Internet and data services. It is about 8 times faster than GPRS.
PACKAGE 1 PACKAGE 2
Subscribers Monthly Access Fee Browsing Charge Content Download
ALL None BDT 0.02 / kb As per content
Post Paid Only BDT 1,000.00 NIL As per content
Pricing: The following table shows price of different contents offered by GP: Contents 1 2 3 4 5 6 7 Poly tones True tones Wallpaper Animation Color Logo J2ME Games Video Clips Price (in BDT) 15 20 10 10 10 40 30
Grameenphone Distribution Mix
Importance Of Distribution In GP:
To perform the above task effectively GP uses its own distribution channels, which are distinguishable from others. When initially selecting a channel of distribution for a new product, the pricing strategy and desired positioning of the product may influence the choice of the channel. Once the channel of distribution design is complete and responsibilities for performing the various marketing functions are assigned, these decisions establish guidelines for pricing, advertising and personal selling strategies. GP is very much efficient in establishing these types of strategies. It helps them to maintain an exclusive distribution channel to serve the end-users.
Mission Of GP’s Distribution Strategy:
The motto of GP in establishing distribution channels is: to be the nearest of the customers. And exactly their motto is realistic. GP is the nearest company of the customers. It has opened all the doors to serve their customers most conveniently.
Overview Of GP’s Distribution System:
The number of GP owned distribution centers all over the country is around 18. The centers serve customers directly and deal them with guidelines and advices to make the communication through network system easier and quicker. Besides there are around 60 franchises spreading all over the country right now. These franchises deal with the customer problems and requirements; they gets complains from customers, they collect creative suggestions from the valuable customers. And other channels- such as dealers, retailers- are making the products and services of GP more diversified to the customers.
GP has not come to its present situation instantly. Various types of changes incurred during the years of its business. We will see the different channels at different time period one by one.
Initial Distribution Channels
From the beginning of the business of GP, it supplied its SIM to the distribution centers. Dealers got the product from the centers and sold those to retailers. The retailers, at last, sold the product to end users. This was a traditional channel. Sometimes, end-users purchased products from dealers as a whole to minimize the purchasing cost. Company did not sell directly to the customers at that time. Only three years ago GP introduced a new and convenient channels of distribution to overcome the traditional system. The two tails of the channel is the most attraction part to the customers. Through around 30 distribution centers, GP distributes all key parts of the country. Dealers, as an intermediary, purchase the products from the centers and disburse those to two types of retailers. One is – exclusive retail outlet and another one is – non-exclusive retail outlets are permitted to sell the products of only GP. They are the guaranteed or
authorized retailers. Non-exclusive retail outlets can sell other companies’ product as well as they have no relation the customers or end-users buy products from either of two types of retail outlets. They get the product or service of company in the most convenient way at the student time period.
Grameenphone Promotional Mix
Grameenphone uses promotional activities that communicate the merits of the product and persuade target customers to buy it. Grameenphone can succeed to acquire more than 10 million customers as of December 2006 not only providing good service but also using high frequency promotional activities. Grameenphone uses most of the promotional
tools to give message for its customers on the new product & existing product and product features. Grameenphone must do more than make good product- they have to inform customers about product benefits and carefully position products in consumers’ mind. To do this Grameenphone promotes the promotion tools are:
Grameenphone Promotional tools Personal Selling
Inside Sales Force
Newspaper Television Radio Magazines Newslette r Internet
Publications Events News Sponsorships Public service activities Identity Media
Price packs Cash Refund Offers Prizes Patronage Award Premium Price Offs
Grameenphone Advertising process : Any paid form of nonperson presentation and promotion of ideas, goods or services by an identified sponsor. Grameenphone advertising can introduce the company and the products. If the product embodies new features, advertising can explain them. Advertising can remind customers of how to use the products and reassures them about their purchase.
Grameenphone Advertising Objectives:
Grameenphone uses advertising as a promotional tool to make a communication task to be accomplished with a specific target audience during a specific period of time.
Grameenphone Advertising objectives Informative advertising
Telling the market about a new product Suggesting new uses for a product Informing the market of a price change Explain how the product works Describing available services Building a company image
Building brand preference Encouraging switching to Grameenphone Changing customer’s perception of product attributes Persuading customer to purchase now Persuading customer to receive a sales call
Reminding consumer that the product may be needed in the near future Reminding consumer where to buy it
Grameenphone Advertising tools:
Grameenphone uses different types of media to acquire different types of objectives. To select media depend on the target audience, product characteristics, message characteristics and cost. The advertising tools that grameenphone uses as a media to communicate with the existing and potential customers are:
Newspaper covers all sorts of information about grameenphone’s product. It mainly covers the informative and reminder advertising.
Target audience Literate people.
Message characteristics Flexibility, high believability
Duration Short life
Television is an effective media for good mass-market coverage. Television telecasts messages about new product and it is mostly used for persuasive advertisement.
Target audience All types of people but teenagers influences more
Message characteristics Duration High attention, high reach, high Long life clutter
Within a lower cost, grameenphone broadcast their massage through radio. It is a better way for persuasive advertisement.
Target audience All types of people but teenagers influences more.
Message characteristics Duration Audio presentation only but usage Relatively mass and cover high geographical area. short life
An effective media that grameenphone uses as a promotional tool to achieve the customer’s awareness about grameenphone and its product. It is an effective media for informative and persuasive advertisement.
Target audience Middle and Upperincome audience.
Message characteristics Duration High-quality reproduction, credibility long life and prestige.
Grameenphone publishes newsletter regularly to inform existing customer as well as potential customer about company’s recent activities and offer. Target audience Loyal consumers and interest persons Message characteristics Very high selectivity, full control. Duration Short life Cost Relatively low cost
Internet performs effective promotional tools grameenphone advertising. It gathers all sort of information about grameenphone.
Target audience Internet browser
Message characteristics High selectivity, interactive possibilities.
Duration Long time still update
Cost Relatively low cost
Grameenphone Sales promotions Process :
Grameenphone uses sales promotions that consist of a diverse collection of incentive tools, mostly short term, designed to simulate quicker or greater purchase of particular products or service by consumers or the trade.
Grameenphone Sales Promotion Objectives:
Sales promotion tools vary on their specific objectives. Grameenphone uses sales promotion to acquire broader promotion objectives:
Grameenphone Sales promotion objectives For consumer
Encouraging purchase of large sized units. Building trail among nonusers Attracting switchers away competitors’ brand
Persuading retailers to carry new items Encouraging stocking of related items Offsetting competitive promotions Building brand loyalty Gaining entry into new retailers outlets
For the sales force
Including encouraging support of a new product Encouraging more prospecting
• Sales promotion tools:
Many tools can used to accomplish sales promotion objectives. Describes of the main consumer, trade and business tools that grameenphone uses as short-term incentives to encourages the purchase the product follow:
o Price-packs: Nokia handset festival @ GPC’s Grameenphone Ltd. kicked off the first handset bundled promotion at its
Grameenphone Centers around the country. Under this promotion free GP connections and bonus talk time, Tk.660 to Tk.2000 depending on handset, are being offered with select popular Nokia models.
o Cash Refund Offers: thankyou thankyou is grameenphone way of expressing their gratitude, because not only has
consumer loyalty touched us but has also made grameenphone the preferred mobile operator. Grameenphone thankyou program provides consumer with a number of rewards that will make consumer mobile phone experience with gramophone even more satisfying.
o Prizes: grameenphone pothe pothe utchob Grameenphone’s mobile transport travels all around the country and arranges
different types of amusing game/contest for their loyal customers and offers attractive prizes who win the game /contest.
o Patronage Awards:
thankyou crown, Be Special, Be crown Grameenphone offers the prestigious thankyou crown membership to especially cater
to you. To enrich your life, grameenphone offers premium services and exclusive discounts.
Membership Platinum Gold Silver
Average Monthly Usage Over Last Six Months BDT 6500 and above BDT 4500 to below BDT 6500 BDT 2500 to below BDT 4500
Discount on SIM Replacement 100% 75% 50%
You will also enjoy exceptional service at all our customer touch-points. Just introduce take care of yourself with your Grameenphone number and put your feet up! We will your problem while you relax.
Enjoy free stuffs with a new xplore Package2 connection With every new xplore Package 2 connection, you will get 25 Text SMSs & 25 free
Voice SMSs, and 5 GP branded Ring tones. Subscriber has to use the free content and VAS within 2 months after activation.
450 minutes free!
All Business Solutions postpaid subscribers will enjoy 150 minutes free talktime per month for 3 months to call their F&F numbers. For new subscribers, the offer is valid from the date of activation and for existing subscribers, the offer is valid from 28 March '07.
Grameenphone Public relations process:
Public relation is one of the grameenphone strategic promotion tools building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image”.
• Grameenphone Public relation Objectives:
Public relations can have a strong impact on public awareness at a muck lower cost than advertising can. Grameenphone use public relations to communicate with their publics by setting some public relation objectives. The objectives are:
Grameenphone Public relation objectives
Build marketing excitement before media advertising tools. Build a one-to-one relationship with consumers. Build a core customer base. Turn satisfied customers into advocates.
Grameenphone Public relation tools:
Grameenphone public relation uses several tools. The tools are following:
Grameenphone published some sorts of materials to reach and influence their target market. Some publication materials are: Annual report Articles Grameenphone Newsletter
Grameenphone arranges some special event to draw attention to new products or companies activities. Some special events that grameenphone arranges frequently: Seminar Conference Trade shows
Grameenphone promote their brands and corporate name by sponsoring sport and cultural events and highly regarded causes. Some current sponsorship by grameenphone are: Grameenphone sponsors International Conference on ICT Official sponsor of Bangladesh Cricket Grameenphone sponsor International Trade Fair in Khulna
Grameenphone finds or creates favorable news about the company, its product and its people and get the media to accept press release and attend press conference. Grameenphone in its official website media site covers all news about grameenphone, its product and its people.
Grameenphone has always been more than just a mobile phone service provider in Bangladesh. It builds goodwill by contributing money and time to good causes. Public service activities that performed by grameenphone are:
Mother's Day thankyou vaccination discount. On the occasion of ‘World
Mothers’ Day’, subscribers may also receive the following benefits:
Samorita Hospital offers 25% off on screening test. Japan Bangladesh Friendship Hospital offers 50% off on screening
test and free EPI vaccination.
Honoring unsung heroes. Grameenphone in collaboration with Prothom
Alo, a leading daily newspaper in Bangladesh, organized a program titled “Prothom Alo-Grameenphone Shommanona 2006”. The aim of this program was to bring the little-known development practitioners to the limelight creating inspiration and confidence for others.
o Identify Media:
Grameenphone creates a good image by using promotional tools. Grameenphone promotes the public relationship by its attractive logo, signs, uniform and others.
Grameenphone personal selling process:
Grameenphone personal selling is a good way to communicate the target customers. It focuses on more creative types of selling and the processes of building and managing an effective sale forces.
Grameenphone personal selling Objectives:
Personal selling serves as the grameenphone’s personal link to customer. The sales representative is the grameenphone to many of its customers. Personal selling performs for establish some objectives. Those are:
Grameenphone personal selling objectives
To diagnose customer problem and providing services to the customers. Information gathering about the market. Building company’s goodwill. Increasing the sales forces.
• Grameenphone personal selling tool:
Grameenphone mainly focus on inside sales forces that conduct business from their customer care centre via telephone or visits from prospective buyers.