MKT 460 - (Strategic Marketing)

Section 04
MKT 460 – Marketing Final Exam
Submitted To
Rafsan Elahi (RFE) Sir
Senior Lecturer,
Department of Marketing and International Business
School of Business and Economics

Serial No. Name ID

24 K. M. Tanvir Sifat 1911543030

1. You have joined Teletalk as a marketing manager and your assignment is to rebrand teletalk. The
government subsidised network service provider is a bit out of date and failing to cope up with the
modern competition. What changes will you bring in the brand mix elements and why? Explain in
detail.
Answer:
● Identifying the reasons to rebrand “Teletalk”:
First of all we need to identify the core proposition that Teletalk has been spreading all these years.
It has almost halted their development. They have been considered as a niche brand all these years
because
- The main problem is their coverage and user experience development is nowhere up to the
mark.
We can see that their data and product offerings are quite lucrative and targeted towards a diverse
set of consumers from students, to poor segments to solvent segments but every promise comes
with a responsibility. Their user experience is nowhere close to their lucrative-segmented offers.
Because their network range doesn’t cover the distant part of the country. So, all these years of
weakness have made their brand position to the weaker segment of the hierarchy.

● Rebranding Activities:
Insight shows that after all these years of functioning, Tele Talk has created a brand image of low
quality addressing to low budget performance. So we, the marketing team believes that, their whole
identity should be elevated towards the next level to spread the gist that Teletalk will not be a low
costing brand, rather it will spread the proposition of premium brand with utmost efficiency.

- Brand identity:
We have decided to change the whole brand name “Teletalk” to “Tellink”. The [previous name of
Teletalk, it actually suggests a random telecommunication company just trying to survive in the
market.

Rationale: The brand name “Tellink” suggests a whole different meaning of communication. The
brand suggests that we can communicate at our fullest when we have the facility to “tell” everything
to our nearest and dearest people without disrupting. It links those people from anywhere in the
world together in a singular communication link.

- Brand Slogan:
Our new brand slogan won’t be as vague as the previous one of “ আমাদের ফোন”। Recently they have rebranded
to “স্বপ্ন হাসিমুখের” which is certainly not clear about their brand proposition towards the consumer. Rather we
suggest a tagline of “ নিশচিন্তের পথ চলা”

Our new slogan comes with our new value proposition, which is “Mobility”. People won’t be having
to stress about the fact that the new Tellink service won’t be available to the part where they are
traveling. With rebranding, the operation of “Tellink” will be increased significantly as well. A lot more
network towers will be introduced throughout the country which will “leave them out of the stress of
low service and networks”.
- Brand Guideline:
The color green has been competitive as no near competitor is using “Light Green”, so we will be
keeping the uniqueness.
Rationale:
The color of a brand creates a unique sensory experience. The point is to brand Teletalk,not to
launch a whole new brand, for that we have decided to keep the light green color with the new name.
2. What type of promotional campaign would you design for Teletalk? The objective is to compete
with the market leaders and increase market share. Discuss in detail.

Answer: As this is a rebranding, we named the promotional campaign as the “AID Protocol” - will aid
to the fulfillment of the nearly lost brand

“AID Protocol”
- Allure
- Initiate
- Defrost
These are the phases of the marketing campaign. All the steps are chronologically placed which will
ensure proper awareness and execution of the whole branding campaign.

● Allure: As a newly furnished brand, people will be very sceptical about using our brand. So in
this phase we will try to lure new and existing consumers through several activities such as -
- Youtube and Social Media ads about our lucrative segmented offers.
- Viral marketing through all media platforms
- News paper and print media marketing about the whole brand.
- Sponsored events and TV shows for the adequate improvement and diversification
of the brand
- App user Interface remodeling keeping the

● Initiate: In this phase, people will start to use or experiment with our brand and the deals we
have to offer. Before even launching the new brand, we will ensure adequate distribution of
our network so that, in this phase we can provide overall quality service.
- Less Intensive promotional plan mostly focused on user experience improvement
- Social media and app advertisement will be consistent and adequate.
- Introduce endorsers and influencer marketing

● Defrost: in the initiate phase, if we are able to provide the best possible service, people will
be coming out from their shell of cheap notion about our brand, which gives us the scope of
customer relation and retention management.
- Offer promotional prices to the consumers who have shown maximum usage and
engagement towards the brand
- Give proper emphasis on user experience and PR improvements. Resolve every
problem that comes out.
- Build and actively manage a virtual community ot turn them into loyal revenue
generating consumers
- Keep track of the star performers and offer premium deals to them.

Short Question
1. GrameenPhone wants to launch a program for their loyal customers (Both retail and corporate).
The aim is to nurture long term relationship and create customer love. Discuss what activities will
you undertake on behalf of GrameenPhone in order to create the customer love?

Answer:
Telecommunication industry has reached close to saturation where most of the top brands such as
GrameenPhone, Banglalink are focusing more on retention than innovation and user acquisition. For
that, Brands like GrameenPhone have a lot of room for future growth potential if they are focusing on
creating customer love. What they can do first is identify the fields of their lackings.

According to the mobile experience awards of Bangladesh, Grammenphone might possess the
largest share and the customer base of the market but GrameenPhone lacks in a lot of departments
to be precise
- Video Experience
- Download Speed Experience
- Gaming Experience
- Voice app experience
By this we will actually be promoting customer love,
Fulfilling all the requirements, GrameenPhone can actually stand out from the value based
perspective. Because the maximum people of Bangladesh are still looking for performance and cost
effective ways of consuming which ensures Entrustment.

Insight says that, Grameenphone is still one of the most preferred brands which shows that,
GrameenPhone has a consumer base but people tend to bear a bountistic approach while
consuming data that, where people gets more from the brand they move to that, keeping their
original number with Grameenphone. What GrameenPhone can do, allow them an offer or design a
customized offer for them who has been actively using their sim for the last 3 to 4 years from minute
and data purchase which addresses the Endearment.
This offerings will be further customized for the people who are heavy users of our brand which
ensures their Empowerment

This will keep the loyal consumers' attention towards our brand and surely increase Love as we have
focused on both performance and cost effectiveness by resolving all the problems and grab the
growth opportunity.

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