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Course Code: MSC446

Course Name: MARKETING ON THE INTERNET
Section Number: 01
Semester: FALL - 2021
Faculty: Md. Rezwan Al Islam, Adjunct Faculty, BBS,
Report Details: Assignment 1
Due Date: 11/12/2021
Submission Date: 11/12/2021

Submitted by
Pranto Barua
ID-17204038
BBS Department
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Key Partners Key Activities Value Customer Customer

1. Investors 1. Network Proposition Relationship Segments

2. Telenor and deploymen 1. Enabling 1. It sells its 1. Massive

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(owners) 2. Operations improve customers 3. Young

3. Telecommuni 3. Billing their lives through people

cation 4. Traffic and micro - 4. Corporat

equipment clearing contribute franchise e

suppliers 5. Customer to building entreprene

4. Telecom service a better urs

companies 6. Marketing future for Customer

5. Devices 7. Provide society attraction

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7. Regulators of the phone ity

8. Grameen country operator in Communit

Bank and (Village the country y

International Phone 2. BillPay is 4. Economic

Finance program) a service to developme

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Awards Phone)

5. Village 5. Wholesale

Phone services

Program 6. Online

entertainm

ent

services.
Cost Structure Revenue Streams
1. It has invested more than BDT 259 billion 1. Pre - paid subscription under the name
(USD 3.27 billion) to build the network Easy Prepaid
infrastructure since 1997. 2. Grameenphone also offers a youth
2. Network maintenance based mobile to mobile connectivity
3. Operations within Bangladesh named djuice
4. Interconnections 3. Grameenphone offers postpaid mobile
5. Licenses service (Xplore Postpaid & Xplore
6. Employees Legend)
7. Marketing 4. Packages which can be selected based
8. New Products and Services on the type of tariff or features
5. Other services (Internet, BillPay,
Ekhanei and Various internet services)
6. Wholesale Business
7. Financial Services
8. Business Solutions

Business Model Canvas

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Overview-

Grameenphone (GP) was established determined to offer further developed Mobile

correspondence administration for a minimal price.

On November 28, 1996, the Ministry of Posts and Telecommunications offered Grameenphone a
cell permit in Bangladesh. On March 26, 1997, Bangladesh's Independence Day, the organization
was begun.

Bangladesh was prepared to sell out four private cell phone licenses in 1996. Along these lines,
in line with Dr Muhammad Yunus (originator of Grameen Bank), a not-revenue driven private
firm called Grameen Telecom was set up, which is completely free of Grameen Bank. Grameen
Telecom, accordingly, framed a revenue-driven firm named Grameen Phone, joined forces with
an unfamiliar organization, and presented a proposition; Grameen Phone was granted one of the
four licenses. Grameen Phone had a complete capitalization of US$120 million, with IFC/CDC
and the Asian Development Bank each contributing generally $50 million (ADB). The four
Grameen Phone private accomplices likewise contributed US$60 million in stock. Telenor of
Norway had a 51 per cent stake, Marubeni of Japan had a 9.5 per cent stake, and Grameen phone
of the United States had a 4.5 per cent stake. Grameen Telecom (35%) is Grameen Phone's
fourth accomplice, and Grameen Telecom financed Village Phone with a US$10.6 million credit
from the Open Society Institute.

On March 26, 1997, Grameen Phone started tasks in metropolitan Dhaka. It brings in cash by
obliging a more prosperous metropolitan client base. Nonetheless, according to the viewpoint of
the Grameen family and its solid enemy of neediness mission, the for-benefit, metropolitan just
Grameen Phone fills just one need: to subsidize the development of PDAs into country
Bangladesh to furnish Grameen Bank individuals with innovative freedoms through Village
Phone. "Grameen Phone is exactly what we really want to do Grameen Telecom's Village
Phone," says Dr Yunus.
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Marketing of Grameenphone-

Marketing strategy is a process of analyzing, planning, implementing, and monitoring client

requirements and desires in order to provide higher customer value. Every marketing strategy is
distinct, but if the distinguishing elements are removed, it may be reduced to a generic marketing
plan. These general tactics may be classified in a variety of ways. A marketing plan is most
successful when it is part of a company's overall strategy, detailing how the company will
interact with customers, prospects, and rivals in the marketplace to achieve success.

STP Analysis: The STP process is a key idea in marketing research and practice. Segmentation,
targeting, and positioning are abbreviated as STP. The STP process highlights the connections
between a market's general characteristics and how a firm decides to compete in it.

Grameenphone's STP:

Step 1- Segmentation

Target markets may be segmented in a variety of ways. For instance, we may use the following
strategies:

A. Statistics on the population Age, marital status, gender, ethnicity, sexuality, education, and
employment are all examples of personal characteristics.

B. Geographic - According to nation, region, state, city, or neighborhood.

C. Behavioral - Based on how customers use the product, how loyal they are, or the advantages
they want.

Demographic-
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Age: In 2005, Grameenphone developed dujice, an international youth brand. This was the first
time in Bangladesh that a mobile phone service provider developed a brand solely oriented to the
young.

Income: People in Bangladesh have varying levels of income. In light of this, GP offers a variety
of promotions, including: Scratch Card of 50 Tk. Scratch Card of 50 Tk. Scratch Card of 50 Tk.

Occupation: GP also divided their merchandise into categories based on the needs of the public.
GP National, GP Regular, anytime 300, and Easy Gold are just a few examples. Others are
prepaid, while others are postpaid.

Geographic Bases-

Geographic

National International

Urban Rural

Urban Area: GP has introduced a new offering for its urban consumers. GP's urban members

may choose from a variety of items, including:

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 GP Regular

 GP National

 Anytime 300

 Anytime 500

 Easy Gold

 Easy Pre-paid

Rural Area: Following the introduction of their product, they have focused on the countryside.

The "Village Phone Program" is one of GP's most essential products/services. (VPP)

Step 2: Targeting

The first part of a marketing plan is a well-defined target market. The marketing mix variables

include product, distribution, promotion, and pricing, as well as the target market. The primary

components of a marketing mix plan that define a product's market success. Grameenphone's

marketing affected his target market. Grameenphone developed several sorts of products and

advertisements for different types of target markets.

Step 3: Positioning

While positioning, Grameenphone devised the following strategy:

 Djuice, the youngsters were well-targeted.

 Smile Because of the low flat tariff and countrywide mobility, it is a pre-paid service with

no monthly rent, quick usage owing to pre-activation, and no bill payment problems.

Because of its affordable flat rate, countrywide mobility, and connection to other

operators' mobiles in other zones, Xplore is a good choice.

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 EDGE Because of its ease of use, engaging theme, and fair price, as well as the fact that

it is new and inventive, mobile service is becoming more popular. Grameenphone is in an

excellent position as a result of this. They place a really attractive advertising in the

paper. They also use announcements to refer for their references.

Product-
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Grameenphone, being a service-oriented company, places a greater emphasis on coverage and

quality than on the number of services or products it offers. Its products are classified into two c

ategories: standard and customized

Product standard: Prepaid and Post-paid products are the two types of standardized products.

 Smile(Standard)

 Smile prepaid STD.

 Shohoj package

 Apon Package

 Bondhu package

Price- A price is the amount of money or compensation paid to another party in exchange for

one unit of goods or services. Different forms of Grameenphone prices, such as package, call

rate, and internet rate, are explained below.

1. Minute- Grameenphone provides different types of minute packs in different prices.

Which are starts from 2.5 Taka. And these packs are so popular to everyone. Here we

discuss on some popular packs.

2. Internet Packs- Grameenphone provides different types of internet packs in different

prices. Which are starts from 5 Taka. And these packs are so popular to everyone. Here

we discuss on some popular packs

3. Package- Grameenphone offers a variety of data plans at various costs. The prices start at

10 Taka. And these packets are really popular. We'll go through a few of the most

popular packs in this article.

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Place- The majority of the operators operate distribution centers practically everywhere in

Bangladesh. They have their own customer service centers in practically all of the country's

major cities and regions. Grameenphone aspires to provide a comprehensive range of services

across the nation. The firm has set a goal of establishing a nationwide network. GP has leased a

1600-kilometer fiber optic cable network from Bangladesh Railway to improve coverage. GP has

750 base stations in April 2004. It currently has 1750 base stations as of May 5th. Furthermore,

in order to meet the needs of customers who want a high-quality network with broad coverage,

the business plans to add another thousand base stations in the next year. GP just increased its

voice quality from 900 to 1800 GSM MHz. The company's network has already grown to 61

districts out of 64 and 400 upazillas out of 460 upazillas. It is the only corporation with a

network that spans the majority of land regions. Grameenphone's network covers around 52

percent of the land area. Overall, Grameenphone provides its consumers with the most

competitive network service and continues to improve it.

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Promotion- Mobile firms are highly active when it comes to marketing. They advertise in every

available medium, including television, radio, print, and the Internet, as well as bus bodies and

billboards. Operators spend a lot of money on marketing, and they often hire top media

producers and performers to direct and appear in TV commercials. Among our country's telecom

firms, Grameenphone has the most aggressive advertising campaign. Basically, Grameenphone

employs advertising as a promotional technique to complete a communication job with a

specified target demographic over a certain time period.

Advertising-

• Newspaper advertisement (print media)

• Television advertisement

• Radio advertisement and also sponsoring radio shows.

• Billboard.

• Internet based advertisement.

Sales Promotion-

• price packs and bundle packs

• Cash refund offer

• Prizes/gifts for the premium users.

• Discount offers at different shops that has partnership with GP.

Public Relations-

• Publications

• Sponsorship (GP Hangouts)

• Events
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Personal Selling-

• Inside sales force that conduct outbound business from the customer care center through

telephone and visit to prospective buyers.

Direct Marketing-

Direct marketing is a kind of offer communication in which businesses connect directly with a

pre-selected client and provide a way for them to respond. It's also known as direct response

marketing among marketers.

SWOT Analysis-

Grameenphone Ltd.'s SWOT Analysis: Grameenphone Ltd.'s SWOT analysis is as follows:

1. Strength

• Market dominance and financial stability

• The broadest geographic coverage

• The most extensive international roaming coverage

• Effective distribution routes

• A strong management teams

• Customer assistance is available around the clock.

• Human resources with a high level of expertise

2. Weakness

• Relatively high call volume

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• Difficult pricing structure

• Network Restrictions

• Some value-added services don't work out

3. Opportunities

• Increasing demand for telecommunications services

• Consistent opportunity for advancement

• A new international entry point

• Improved cross-border cooperation

• Affordable market

4. Threat

• Taka depreciation

• Competition in terms of price

• Changes in consumer behavior

• Competitors' aggressive marketing methods

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Advertising and Sales

In this changing digital world, every business needs to learn how to create a strong positioning in

the mind of the customer in the digital space. Trying to win the hearts of customers in a noisy

digital space with innumerable distractions, very little attention span, marketing messages of

thousands of companies big and small are now tantamount to war. In Bangladesh, 41% (6.65

crores) of the population is now using the Internet, and 22% (3.6 crores) are active social media

users. In November of last year (2019), Grameenphone launched an awareness campaign with

their brand ambassador Tahsan for the first time. The campaign goes viral due to the influence of

some contemporary events and the powerful message of the overall campaign. Covid-19 Global

Pandemic and Social Distinguishing have made us more digital media-oriented in this one year.

And unfortunately, the misuse of social media and the internet has also increased the most during

this time. Cyberbullying of special women and minors, all harmful rumors twisting important

information, unwanted interference in the personal affairs of others, etc. are seriously harming

our society. Behind the well-arranged social profiles, innumerable masked people are roaming

the internet.

Now the problem is that cybercrime level issues may be suppressed by the ICT Act, but the

inappropriate behavior that we have been doing on the internet knowingly or unknowingly. It is

not uncommon for us to leave or share a lot of memes without thinking about what hurts a person

or a group, smuggling uninformed information into other people's inboxes, making unwanted

comments centering on someone publicly on social media. I argue in public forums without

giving importance to opinions… and so on and so forth.

With a 46.18% market share and over 7.5 crore active users (Source: Daily Star, January 20),

Grameenphone is the largest telecommunication service provider in Bangladesh and one of the
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best brands. Leading mobile network providers telling a telco company people to be aware of

internet usage may seem a bit counterproductive on the one hand. But on the other hand,

Grameenphone as a Socially Responsible Company and in terms of its capacity to deliver an

acceptable message of awareness about the use of the Internet to all the people of the country is

perfectly suited. So, this time they launched the campaign again with five different awareness-

raising videos. These five names of advertising videos are given below-

1. If you do not wear a mask offline, then why online?

2. If you do not share personal information offline, then why online?

3. If you do not spread rumors’ offline, then why online?

4. If you do not make bad comments offline, then why online?

5. If you do not bother others offline, then why online?

We need to know, understand and stop INAPPROPRIATE behaviors about what can and cannot

be done online, just like offline. According to my findings, each video received about 3–4-

million-time views on Grameenphone's Facebook page alone, for a total of 20 million views.

There are also YouTube, unpublished ads, etc. Those who maintain their own or the company's

business Facebook page know that after releasing a video, more important than the view is the

audience response, in the special comment section and in the organic discussion. In Bangladesh,

we have seen very good initiatives being lost or being subjected to intense opposition from many

unwanted and opportunistic groups.

• Thumb stopper Type 20 sec videos : Grameenphone has never released a video

campaign of just 20 seconds before. This time the videos were thumb stopper type -

where a short-form (usually 10 seconds) video is created around a strong emotional core

through which the brand presents a story. According to some research findings, the
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average human attention span is now 8 (eight) seconds, which is one second less than

Goldfish! The grand opening of these videos, the visuals, the storytelling, the surprise

element is all enough to grab this less-than-goldfish attention.

• Social Media Only: Most of the campaigns of big companies including Grameenphone

try to cover all the traditional and digital media. As a result, richness, effectiveness,

budget optimization, everything is better. But the GP restricted this campaign to online-

only, not to TVC. One of the main reasons for this is that the messages in the video may

not be as relevant to the masses people as those who use and watch the internet (and the

message is a bit strong). But in the minds of those of us who are in the digital space, GP

has occupied a very valuable space, albeit for a while.

• Use of Reverse-psychology: the 20-second videos have been using the technique of

reverse-psychology. That is, the first 12-13 seconds of the desired behaviors demerits

were meant to show the opposite of what is expected. From start to finish these little

videos Surprise element of social awareness by using the appropriate method to be

effective enough is being reflected.

• Series of Videos: Since thumb stopper type video, a specific story or example is shown

in a video and a series of five such videos have been released sequentially. Each video

resonates with the core message of the previous video and strengthens the belief system,

as well as helps to recall.

Grameenphone defines its brand as “Grameenphone is here to inspire. We provide the power

of digital communication, enabling everyone to improve their lives, build societies and

secure a better future for all. "

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 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:

o Newspapers

Newspaper covers all sorts of information about Grameenphone’s product. It mainly covers
the informative and reminder advertising.

Target audience Message characteristics Duration Cost

Literate people. Flexibility, high believability Short life Lower

o Television

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 Message characteristics Duration Cost

All types of people High attention, high reach, high Long life High
but teenagers clutter
influence more

o Radio

Within a lower cost, Grameenphone broadcast their massage through radio. It is a better way
for persuasive advertisement.

Target audience Message characteristics Duration Cost

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All types of people Audio presentation only but usage Relatively Lower
but teenagers mass and cover high geographical area. short life
influence more.

o Magazines
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 Message characteristics Duration Cost

Middle and Upper- High-quality reproduction, credibility long life Medium
income audience. and prestige.

o Newsletters

Grameenphone publishes newsletter regularly to inform existing customer as well as

potential customer about company’s recent activities and offer.

Target audience Message characteristics Duration Cost

Loyal consumers Very high selectivity, full control. Short life Relatively
and interest low cost
persons

o Internet

Internet performs effective promotional tools Grameenphone advertising. It gathers all sort of
information about Grameenphone.

Target audience Message characteristics Duration Cost

Internet browser High selectivity, interactive Long time Relatively
possibilities. still update 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.
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 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
For retailers
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
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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.

Average Monthly Usage Over Last Six Discount on SIM

 Membership
Months Replacement
 Platinum  BDT 6500 and above 100%
 Gold  BDT 4500 to below BDT 6500 75%
 Silver  BDT 2500 to below BDT 4500 50%

You will also enjoy exceptional service at all our customer touch-points. Just introduce
yourself with your Grameenphone number and put your feet up! We will take care of your
problem while you relax.

o Premium:

Enjoy free stuffs with a new Xplore Package2 connection

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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.

o Price-Off:

450 minutes free!

All Business Solutions postpaid subscribers will enjoy 150 minutes free talk time 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.

Conclusion: Grameenphone Ltd. is always changing their talk time packages with new deals.

However, due of the cost of GP's product, its acceptability among the young is now lower

than that of its rivals. Whereas other carriers' connections provide limitless high-speed

internet, GP continues to offer pricey internet subscriptions. GP is doing its best to

communicate with clients through different social media platforms, and their service slogan

is "CUSTOMER FIRST," however it has been noticed that the expanding subscriber number

has less young people in it. Although the most cost-effective pricing plan is the greatest

instrument, GP will be able to maintain its number one position in the telecom market if it

can give better value by surpassing customer expectations on product qualities and

continuing such customer interaction in the future days.