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Geographic: Under geographic factor segmentations are as follows: 1. World region: of country: Warid is a mobile company of Abu Dhabi group. Now warid has mobile operators in four countries. That is Pakistan, Bangladesh, Uganda and Congo. They are trying to serve many other countries. 2. Country region: Warid Company has come to our country some days before. Although they cover most of the area of our country in a few days. They cover 64 Districts, those are Dhaka, Panchagarh, Lalmonirhat, Thakurgaon, Nilphamari, Dinajpur, Rangpur, Kurigram, Gaibandha, Joypurhat, Naogaon, Nawabganj, Bogra, Rajshahi, Nator, Sirajganj, Pabna, Kushtia, Meherpur, Chuadanga, Jhenaidah, Rajbari, Magura, Faridpur, Jessore, Narail, Gopalganj, Madaripur, Shariatpur, Satkhira, Khulna, Bagerhat, Barishal, Perojpur, Jhalokathi, Patuakhali, Barguna, Bhola, Sherpur, Jamalpur, Netrakona, Sunamganj, Sylhet, Mymensingh, Tangail, Gazipur, Kishoreganj, Hobiganj, Moulvibazar, Manikgonj, Narshingdi, Brahmanbaria, Narayanganj, Munshiganj, Comilla, Chandpur, Lakshmipur, Feni, Noakhali, Chittagong, Cox’sbazar, Bandarban, Khagrachari and Rangamati 3. Density: Warid network is found all over country. But their networks is good in urban. Rural area is also in under coverage but it is seen that urban areas network service better than rural area. In rural area most of the time people cannot find network at home. They have to get out side the home of they need to talk. Source: www.waridtel.com.bd Demographic: Under demographic actor segmentations are as follows: 1. Age: In our country under 18 people don’t use mobile phone. So (18-30) people use prepaid connection. From (18-25) people use FnF tariff. From (18-35) people use 1 second pulse. “Zem” is the name of warid prepaid connection. In warid there are 4 tariffs are 24 hours, start up, 1 second pulse and FnF, From (25-50) plus people use 24 hours. (40 plus) people who are popular and well established they use post paid connection. Post paid connection known as a “ Zahi”. “Zahi” has 3 tariffs, “Zahi” classic, “Zahi” royal and “Zahi” supreme. People change their tariff on their own interest. It is seen that (60 plus) people are usually not use mobile phone. 2. Gender: Both female and male use warid. This connection is suitable for every kind of people. Because offer the cheapest call rate. 3. Family size: Warid is new comer from this reason few people use warid in our country. If a family has five members one of them uses warid connection. Although warid comes in Bangladesh few days but they are successes to win peoples heart.
4. Family life cycle: Warid don’t give extra facility for any one. For this reason young, single, married people use warid “Zem” pre paid connection. And old married people use post paid connection is called “Zahi”. In warid there is a facility that people can change the tariff by their own interest. For this reason people buy pre paid or post paid connection and convert that in whatever they like. 5. Income: Most of the young people use warid. From (0-10000) people use “Zem” connection. They can recharge (10-10000) at any amount. From 10000-50000 people use zem 24 hours or 1 second pulse. From (5000-50000) people use post paid. Because they spend a lot of money and most of they time they don’t have enough time to recharge. This people use Zahi classic. From (50000-80000) people use “Zahi” supreme. Its gives some extra facilities to them. From (1000000) people use “Zahi” Royal. It is most expensive connection in warid. Source: www.waridtel.com.bd/plsportl/page?-pageid=133.205756&-dad=portal&schene= 6. Occupation: Students, unemployed, framers, retired, homemaker’s manager use pre paid connection and the upper class officers. Industrialists use the post paid connection. Student and unemployed people use FnF tariff. Because student doesn’t earn money. Intact they don’t earn money FnF is suitable for them. 7. Education: In our country people under 18 don’t able to use mobile phone. For this reason warid pre paid connection Zem use the college graduate or university graduate are mainly use FnF tariff that is suitable for them. People who talk more they use 24 hours and people who don’t talk more they use 1 second pulse. And people who are well established they use post paid Zahi connection. But some uneducated or little literate people also use mobile phone they use Zem connection. 8. Religion: In our country religion is not the factor to choose any connection. All kind of people use warid but warid is a Abu Dhabi group. Some Muslim people use warid for the Islamic mentality. 9. Race: We are in Asia. We are Asian. Asian people are the main subscriber of warid. 10. Generation: All generation people use warid but young people use pre paid. They choose their tariff by their and other well own interest. Establish people use post paid connection. 11. Nationality: We are in Bangladesh. So we can say that Bangladeshi use warid. Psychographic: 1. Social class: Lower, middle and working class people use warid pre paid connection
and upper class people use warid post paid connection. Upper upper class use “Zahi” and lower upper class use classic. 2. Life style: In Bangladesh people who are strivers they use pre paid connection. They recharge money according to their ability. Because they have to spend a lot of many people who are achiever they use pre paid or post paid people survives they spend few more money than striver. People who are achiever they use post paid. 3. Personality: Most of the people use connection according to their personality. Thus Warid have only two connection and they don’t give extra facility. The sincerity, excitement and ruggedness use pre paid connection “Zem”. Competence and sophistication use post paid connection. Behavioral: 1. Occasion: Warid give different offers in different occasion. Sometimes they reduce call rate sometime they offer if any one open inactivated Sim they will get extra facility. Some time they give bonus. And other facility, Example: Recently they offer that if anyone buys 3500 Tk talk time they will get a handset free. 2. Benefits: Warid is now getting well known to all. They achieve a huge number of subscribers in a few days. Warid network is getting better day by day. Their products and services are very good. They give extra benefit that no other company gives that is give cash back. After 5 Tk they give 1 Tk back. On the other hand there are using a very high power network “NGN” for better service. 3. User’s status: Warid gives many better offers for their potential subscribers. First time who use warid they try to use the pre paid connection. Most of the time it is seen that it anyone use grameen phone before they don’t like to use warid. Because they have a habit of using better network. And regular users they use post paid most. If any one gets interest of using warid they will not try to switch to other company. They give other benefit that people can FnF in five number of any other company. This is the high FnF rate. 4. User rate: Light users are use (0-300) in a month. Most of the pre paid users are the light users. Medium users use (300-1500) in a month and (1500) plus users are post paid connection. Because they cannot have a lot of time to recharge. One plus point is no one talks less than five minute because of cash back offer. 5. Loyalty status: Warid users are Loyal about warid. If anyone gets satisfaction about warid they will not try to switch from warid. Because warid is a very well established company. They create tremendous improvement of warid is increasing day by day.
6. Readiness stage: Warid gives some very good offer and most of the young people are tried to get that. Young people are aware about the not aware about the offers but if any ones inform them then they take the offers. And people who are on upper level they are not aware about the offer. Because they don’t have time for thinking about the offers. 7. Attitude tower product: People in our country have a very positive attitude toward product. At the beginning of warid, people were waiting with great interest to use warid. Because warid is one of the most popular Telephone company. For this reason people have a great interest about warid. Social factor: 1. Group: Groups are great influencer in using warid. Because most of the offer are giving facilities from warid to warid. So if one of the group members starts to use then others will try to use warid. On the other hand if one of the group member use warid he/she will tell about warid’s facility and that will influence others most. 2. Family: Family is a great influencer. If one of the family member use warid them other is influenced to use warid. 3. Roles and status: People use connection on their own roles and status. If any one belong to a low status they don’t use post paid they use pre paid. Because they don’t need to try to match up with upper class and they don’t need to show off. But people who belong to upper class they use post paid because this is go with their status. And to maintain their status they will always prefer post paid to pre paid.
Recommendation: After making this report we can say that: Grameen phone: 1. Grameen phone rate in other operator is so high. Not only in other operator but also Gp to Gp. They give reduced rate only in FnF number. 2. Grameen phone does not give any kind of bonus. If they give some bonus they can attract subscribers. 3. Grameen phone should improve their internet speed and they should reduce their charge. Warid: 4. Warid use the high power network but they have not proved their self yet. In the rural area people can not find good network. If they improve their network then they can attract more subscribers. 5. Warid does not give extra facility to any subscriber like grameen’s “ Djuice”. If they give some extra facility them the young subscriber will attract more. 6. Warid does not give modem for using internet. If they can give modem than consumer will attract more. 7. Warid has some lacking in their customers service center. People have to wait long time for taking service. If they can make their service swift than people will become benefited. Conclusion: After making the report we can say that grameen phone and warid both are well establishing culler Phone Company in our country. They win people’s heart by better service. Their product and service to survive in both are trying to improve their service in this competitive world. As we know that no company rule is perfect. So they have some lacking in their services as we suggest some recommendation for the companies. If they can solve their problem they can give more better service to the subscribers and they will maintain their top position. Bibliography: 1. 2. 3. 4. 5. 6. Principal of Marketing, 11 Edition. By Philip Kotler and Gary Amstrong www.telenor.com www.grameenphone.com www.waridtel.com.bd www.grameenphone.com/index.php? Id=6 www.waridtel.com.bd/plsportl/page?-pageid=133.205756&-dad=portal&-schene