Assignment on

Sales Promotion Strategy of Airtel

Course Title: Sales Management

Course Code: MKT 423

Prepared For

Naznin Akter

Assistant Professor

Business Administration Department

Prepared By

Abdullah Al Shahariar Shihab

ID: 18200012

Batch: 13th

Business Administration Department

Submission Date

8th July, 2021

RANADA PRASAD SHAHA UNIVERSITY

Table of Contents
Introduction...........................................................................................................................................3
What Is Banglalink.................................................................................................................................4
Making a Difference...........................................................................................................................4
Efforts of Banglalink:..........................................................................................................................5
Value of Banglalink:...........................................................................................................................5
Sales and Marketing..............................................................................................................................6
Corporate Affairs & Strategic Planning:.................................................................................................6
References.............................................................................................................................................7
Introduction
Banglalink is the second largest cellular service provider in Bangladesh after Grameenphone.
In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba
Telecom (Pvt.) Limited (Sheba). Afterward it was re- branded and launched its services under
the Banglalink brand on February 10, 2005. When Banglalink entered the Bangladesh
telecom industry in February 2005, the scenario changed overnight with mobile telephony
becoming an extremely useful and affordable communication tool for people across all
segments with innovative and attractive products and services targeting the different market
segments; aggressive improvement of network quality and dedicated customer care; and
effective communication that emotionally connected customers with BanglalinkTM.

The Objective of the company is to ensure telecom facility for all people of Bangladesh with
minimum cost. When Banglalink entered the Bangladesh telecom industry in February 2005,
the scenario changed overnight with mobile telephony becoming an extremely useful and
affordable communication tool for people across all segments. Within one year of operation,
Banglalink became the fastest growing mobile operator of the country with a growth rate of
257%. This milestone was achieved with innovative and attractive products and services
targeting the different market segments; aggressive improvement of network quality and
dedicated customer care; and effective communication that emotionally connected customers
with Banglalink. Banglalink entered the market with a promise of making mobile phone
affordable for people. This promise was kept and Banglalink was the first operator to
introduce a flat rate for all calls (inside own network and to other operators) for the
convenience and ease of customers.

Banglalink focused heavily on enhancing service and quality. These enhancements were done
in terms of network quality and customer service. There was aggressive improvement of
indoor coverage, and wherever necessary, especially in-building solutions were installed in
case of enterprise customers and corporate clients. To provide better customer service, a new,
expanded. Banglalink continues to play an active role in the area of corporate social
responsibility. Banglalink has given Dhaka International Airport - the gateway of Bangladesh
a completely new look. Provision of high quality passenger trolleys, phone booths,
emergency charging station and beautification of the premises is an exemplary initiative
which no other multinational has taken. Banglalink also contributed to an important tiger
conservation project in the Sundarbans, and continues to support the Cox's bazaar beach
cleaning program.

What Is Banglalink
Banglalink is the second largest cellular service provider in Bangladesh after Grameenphone.
As of June 2013, Banglalink has a subscriber base of 27 million with 25.7% market share. It
is a wholly owned subsidiary of Telecom Ventures Limited of Malta which is owned by
Global Telecom Holding. Banglalink had 1.03 million connections until December, 2005.
The number of Banglalink users increased by 257% and stood at 3.64 million at the end of
2006, making it the fastest growing operator in the world of that year. In August, 2006,
Banglalink became the first company to provide free incoming calls from BTTB for both
postpaid and prepaid connections. On August 20, 2008, Banglalink got past the landmark of
10 million subscriber base.

Making a Difference
When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario
changed overnight with mobile telephony becoming an extremely useful and affordable
communication tool for people across all segments. Within one year of operation, Banglalink
became the fastest growing mobile operator of the country with a growth rate of 257%. This
milestone was achieved with innovative and attractive products and services targeting the
different market segments; aggressive improvement of network quality and dedicated
customer care; and effective communication that emotionally connected customers with
Banglalink. Banglalink entered the market with a promise of making mobile phone affordable
for people. This promise was kept and Banglalink was the first operator to introduce a flat
rate for all calls (inside own network and to other operators) for the convenience and ease of
customers. Banglalink focused heavily on enhancing service and quality during 2006. These
enhancements were done in terms of network quality and customer service. There was
aggressive improvement of indoor coverage, and wherever necessary, especially in-building
solutions were installed in case of enterprise customers and corporate clients. To provide
better customer service, a new, expanded, state of the art call center has also been established.
At the end of the 2006, there have been a six customer care centers and 63 franchise centers
across the country attending various customers with different queries.

Banglalink continues to play an active role in the area of corporate social responsibility.
Banglalink has given Dhaka International Airport - the gateway of Bangladesh a completely
new look. Provision of high quality passenger trolleys, phone booths, emergency charging
station and beautification of the premises is an exemplary initiative which no other
multinational has taken. Banglalink also contributed to an important tiger conservation
project in the Sundarbans, and continues to support the Cox's bazaar beach cleaning program.

Efforts of Banglalink:
To achieve the goal through fully motivated, committed and dedicated work force.
Committed to the client:

 Respond to the customer needs with speed and accuracy

 Share their values and beliefs
 Grow as our customer grow
 Offer first rated solutions of client problems and issues
 Provide product and service at competitive pricing
 Create life long relationship based on mutual trust and respect
 Provide service with high degree of professionalism and use of most modern
technology

Value of Banglalink:
Banglalink aims to understand peoples" needs best and develop appropriate communication
services to improve peoples" life and make it simple. To ensure their vision is achieved, they
have set their selves a few values, they want to be:

 Customer focus
 Integrity quality
 Team work
 Respect for the individual
 Responsible Citi&enship
 Straight forward
 Reliable
 Innovative
 Passionate
Sales and Marketing
The Sales & Marketing department functions in different categories such as Research &
Product Development, Marketing Communications, Corporate & Direct Sales, Channel
Management, FWT & Backbone Solutions, Logistics & Trade Support, International
Roaming etc.

Sales and marketing is responsible for setting up of the sales channels and mechanisms by
which the services packages are actually sold to the customers. This department also deals
with corporate sales. This department however deals mainly with sales to corporate
customers and maintenance of relations with both current clients as well as counting out
potential new corporate clients, whereas the after sales service and other issues are dealt with
by the customer services operations section of the company. This department also has the
very important job of setting up marketing channels by which packages are distributed among
clients and feedback is obtained from customers. This department is responsible for the
selection of dealers and motivating them to promote banglalink packages to the customers in
their respective areas. Brand Marketing and Research & Product Development id responsible
for all the promotional activities of banglalink products, developing brand image and also
designing new packages.

Corporate Affairs & Strategic Planning:

This department has been introduces recently to facilitate the following activities:

 Secretarial Activities ensure proper implementation of relevant laws of company acts

and ensures proper reporting to various regulatory bodies.
 Tax & Vat Managing and controlling corporate tax and Vat related issues and co-
ordinate with the tax regulatory boards.
 Business activates regularly meets regulatory bodies and different stakeholders to
ensure smooth running of operational activities of the company.
 Revenue Assurance ensures revenue of the company and develops strategy to increase
revenue as well as protection of revenue leakage.
References
https://www.assignmentpoint.com/business/marketing-business/assignment-on-banglalink-
marketing-plan.html

https://www.banglalink.net/en/about-us

https://www.academia.edu/15346262/A_Report_on_Marketing_Strategy_of_Banglalink