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A WORKING REPORT ON THE PRODUCT MANAGEMENT VOICE DEPARTMENT OF GRAMEENPHONE LIMITED
Submitted to Md Rajib Rahman Lecturer (Marketing) School of Business Independent University, Bangladesh
By Md. Ali Armanur Rahman ID: 0820086 Date: 28th April, 2011
An Internship Report Presented in Partial Fulfillment Of the Requirements for the Degree Bachelor‟s of Business Administration (BBA)
28th April, 2011
A WORKING REPORT ON THE PRODUCT MANAGEMENT VOICE DEPARTMENT OF GRAMEENPHONE LIMITED
By Md. Ali Armanur Rahman ID: 0820086
Date: 28th April, 2011
An Internship Report Presented in Partial Fulfillment Of the Requirements for the Degree Bachelor‟s of Business Administration (BBA)
Letter of Transmittal April 28, 2011 To Md Rajib Rahman Lecturer (Marketing) School of Business Independent University, Bangladesh
Subject: Submission of internship report
Dear Sir: Please find herewith my internship report titled “WORKING REPORT ON THE PRODUCT MANAGEMENT VOICE DEPARTMENT OF GRAMEENPHONE LIMITED”. I have prepared this report as part of my internship program. The report has been compliant as per your requirement and those set by the organization. The internship project has given me the opportunity to explore the most important aspects of development and management of products by Product Management Voice department of Commercial division of Grameenphone and expand my knowledge thereby. I sincerely hope that this report will live up to your expectation and you will appreciate my efforts. Yours Sincerely,
___________________ Md. Ali Armanur Rahman ID: 0820086
Abstract I have selected Grameenphone Ltd. Commercial Division. iv . Also. for attaining on-field experience as an intern for a period of twelve weeks as a part of my internship program of Bachelors of Business Administration requirements. During the internship in Grameenphone I was assigned in the Consumer Products. in the report I tried to express how my academic knowledge was applied in different situations in the internship tenure. improved and managed throughout their lifecycle and how was I involved in those processes for the last three months. my day to day activities during my internship days in Grameenphone are described. I have tried to neatly sort all my activities separately to describe a clearer picture of my responsibilities assigned by my supervisor at Grameenphone. In the following report. To conclude. It also briefly discusses how the other departments work with us to carry out our day-to-day activities and which departments are our contact points. Product Management Voice. The report covers how products and offers are developed. it needs to be mentioned that some processes cannot be explained clearly in this report due to the confidential policy of the company.
I would like to thank my supervisor Mr.Acknowledgements I would like to thank my internship program supervisor of IUB Mr.M. Product Management Voice of the Commercial Division. A. v . Rajib Rahman for his careful guidance and instruction which actually enabled me to accomplish the internship report successfully. I would also like to express my humble gratitude to all the colleagues in the organization and specially my department for showing exceptional belief in my capabilities and trust me with different important tasks and helped me with their guidance and sharing their valuable knowledge. Colleagues of my department also helped me incredibly in preparing this report.B. Naimul Huq for giving me the opportunity to perform my internship program under his supervision in Consumer Products. Grameenphone Ltd.
2 The Services 2.1 Product Management Voice Department 4.3 Ownership Structure 1.3 Special Feature 3.TABLE OF CONTENTS 1. 4. Managing the Product Life Cycle 6.1.3 Working Synergies 7.4 Organization Structure 2.1 Consumer Product Unit 5.1.1 Commercial Division 4.1 Product Life Cycle 6. My Assigned Department 4.1 The Products 2. My Assigned Duties 6.1. Introduction 1. Evaluation of Internship Exposure 8. Products & Services 2. Conclusion 9. Reference 01 01 02 04 05 06 06 06 06 08 09 09 10 13 16 19 19 20 23 24 25 26 vi .2 The Process 6.2 Grameenphone – The Brand 1. Divisions at Grameenphone Ltd.1 Company Background 1.
as well as the largest tax payer in recent years with the cumulative contribution to the National Exchequer standing at over BDT 14.1. as of third quarter of 2009. Airtime.6 billion) to build the network infrastructure since 1997. is the largest telecommunications service provider in Bangladesh with more than 23 million subscribers as of December 2009.100 crore (USD 450 million) during the first three quarters of 2007 while BDT 2. Thanks to this re-investment. Grameenphone has over 12. Presently. Along with their core service. 1.5 million EDGE/GPRS users in the Grameenphone network. There are currently nearly 4. Grameenphone is a joint venture between Telenor (56%) of Norway and Grameen Telecom (34%) of Bangladesh. 1 . These base stations are in itself a huge investment into the business and the country.700 crore (USD 1. nearly 98 percent of the country's population is within the coverage area of the Grameenphone network. BDT 48 is paid to the National Exchequer in direct and indirect taxes.000 crore.000 base stations across the country. The entire Grameenphone network is also EDGE/GPRS enabled.100 crore (USD 310 million) was invested in 2006 alone. It has invested over BDT 3. Bill Pay and many other value added services. In fact for every BDT 100 Grameenphone earns. Grameenphone was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997. Grameenphone also offers Health line. It has so far invested more than BDT 10.1 Historical background of the company Grameenphone Ltd. Introduction 1.1. allowing access to moderate speed Internet and data services from anywhere within the coverage area.500 crore to build the network and infrastructure since its inception. widest and clearest network in Bangladesh. Grameenphone is a public limited company listed with the Dhaka Stock Exchange Limited and Chittagong Stock Exchange Limited.1 Contribution to Government Exchequer The company has so far invested more than BDT 14. Grameenphone can provide the best.
Similarly Grameenphone has a few more innovative services and products. to stay in touch. development of agri-business and in the social empowerment of rural women. And each person is designed to seek out those connections. the magic of closeness. scratch card retail outlets. It makes the daunting physicality of distance and time trivial. is such an example. the magic of love. holding their dreams and hopes.1. rural areas.1. across the world.000 people are directly dependent on Grameenphone for their livelihood. joys and sorrows. eliminating all differences. The Village Phone Program was a unique initiative to provide Universal Access to telecommunications service in remote. retailers. already active in the market that are doing a lot to narrow the digital divide between the rural and urban areas and making people‟s lives easier by using technology to benefit the underserved. vendors. GP was awarded the "GSM in the Community Award" for its Village Phone program in February. which started on the same day as Grameenphone‟s commercial operations.2 Grameenphone – The Brand Our brand promise is “Stay Close”. suppliers. 2000.3 Narrowing the digital divide in Bangladesh Grameenphone has been actively working to narrow the digital divide since its inception.1. And thus it bring people together. Village Phones have proven their immense potential in boosting income of poor households in rural areas. Grameenphone serves as that correlating string that connects thousands of people across the country. contractors and other business partners. This power to connect all.the power to create magic for every common man. like the EDGE modem.800 employees with another 150. is the power of Grameenphone . 1. 2 . The Village Phone project. working for the Grameenphone dealers. The company presently has over 4. promoting health care. 1. helping them stay close.2 Employment Grameenphone has also generated direct and indirect employment for a large number of people over the years. This comes from the realization that a connection exists between every person regardless of the distance that separates.
when they want it. Be respectful. Everything we produce should look good.. We're here to help. we're here to help. they will help transform Grameenphone into the global driving force for modern communication and customer satisfaction. Everything we produce should be easy to understand and use. Keep Promises – Everything we set out to do should work. Our Values: Make It Easy – We're practical.” This means that Grameenphone helps their customers to get the best out of communications services in their daily lives. modern and fresh. No waste. We don't over complicate things. it‟s a way of life for all the stakeholders of Grameenphone. Make it easy. Be inspiring. 3 . Be Respectful – We acknowledge and respect the local culture. “We‟re here to help” isn‟t a slogan. Four simple statements. We are passionate about our business and customers. No jargon. We are respectful and professional in regard to all our interactions. We are open. We want to make it easy for customers to get what they want. not over promising . The key to achieving this vision is that we work together and draw on our renewed Values and build them into guiding light behaviors in our workplace. Keep promises.actions not words.Our Mission: Leading the industry and exceed customer expectations by providing the best wireless services. helpful and friendly. Because we never forget we're trying to make customers' lives easier. making life and business easier Our Vision: “We exist to help our customers get the full benefit of communications services in their daily lives. wherever that may be. or if you don't get it. but when embraced by Grameenphone people around the world. both internally and externally.. Be Inspiring – We are creative. We strive to bring energy into the things we do. We're about delivery.
8%). The other 10% shares belong to general retail and institutional investors. The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an international standard mobile phone operation in Bangladesh. 34.1. Ownership Structure It is a joint venture enterprise between Telenor (55. the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries. Telenor has also helped to transfer this knowledge to the local employees over the years The international shareholder brings technological and business management expertise while the local shareholder provides a presence throughout Bangladesh and a deep understanding of its economy.2% ).80% 4 . and Grameen Telecom Corporation (34. 55. a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank. Others. Both are dedicated to Bangladesh and its struggle for economic progress and have a deep commitment to Grameenphone and its mission to provide affordable telephony to the entire population of Bangladesh. Being one of the pioneers in developing the GSM service in Europe. 10% Grameen Telecom.3.20 % Telenor.
The Board of Directors and the Management Team of Grameenphone are committed to maintaining effective Corporate Governance through a culture of accountability. vibrant and dynamic Corporate Governance practices are an essential ingredient to success. respecting each other‟s abilities. The members of the top management equally contributed to Grameenphone‟s superior leadership. Grameenphone believes in the continued improvement of corporate governance. by carrying out their unique roles.1. Organization Structure In the fast-paced world of telecommunications.4. well-understood policies and procedures. The shareholders of Grameenphone contribute their unique. in-depth experience in both telecommunications and development. policies and procedures. 5 . The Board of Directors and the Management Team also persevere to maintain compliance of all laws of Bangladesh and all internally documented regulations. Being a public limited company. the Board of Directors of Grameenphone have a pivotal role to play in meeting all stakeholders‟ interests. They worked well together. Grameenphone is a truly transparent company that operates at the highest levels of integrity and accountability on a global standard. transparency. This in turn has led the Company to commit considerable resources and implement internationally accepted Corporate Standards in its day-to-day operations. & arguing openly & without any rancor when they disagree.
Study Line. Other services include International Roaming.3. And Grameenphone pioneered in taking telecom industry to new and more dynamic heights. MMS. That is why. EDGE/GPRS. Services Grameenphone also introduced a number of value-added services during the last 13 years. 2.1. Djuice. Voice Mail Service (VMS).50/min for on-net calls. Cell E-mail. BPO and Village Phone. 2. Text Mail Service and fax and data transmission services. Shohoj. BDT 1. It is a magnificent feature where customers might get upto 83% discount on a base tariff of BDT 1. Voice SMS. Grameenphone also launched the Wireless Application Protocol (WAP). But in the recent years GP‟s is showing interest to capture the whole customer insight by offering them different type of products. It may be noted that Grameenphone was the first mobile phone operator in the country to introduce value-added services like Voice Mail Service.00/min for F&F and community calls. downloadable content and ring-back tone services. E – Bill. Bondhu. BlackBerry services.2. Products and Services 2. Baadhon. Ekota. Music Radio. The discount is based on 6 . for the first time in Bangladesh. Web to SMS. People‟s life is now much easier as they are getting services as per their necessities. Cell phones are now something more than just a cell phone. In addition it has a very exclusive post-paid package named Xplore. SMS (short message service). in particular Internet access.2. They are always looking for a way to make life simpler for their customers. Grameenphone launched the feature “My Zone”. GP Public Phone. Special Feature Grameenphone is always working relentlessly to introduce new features and packages in the industry. It also offers internet modem along with an internet sim that may be pre-paid or post-paid. Products Grameenphone mainly provides the telephony service to the customers. SMS Push-Pull Services. Mobile Backup Service and Missed Call Alert. It offers pre-paid products like Smile. Dynamic Pricing. Call Block Service. Business Solution. Welcome Tunes. Aapon. GP World.
the network usage of the area you are in and the time of the day. We have already launched it all-over the country and it is getting hugely appreciated and accepted by our customers. Even with such a success. It is a fully automated discount system based on previous usage patterns. 7 . This shows the integrity with which Grameenphone does its business. Grameenphone is constantly monitoring the customer satisfaction level and striving hard to ensure and sustain maximum satisfaction. And it is not a surprise why they are the market leaders since the birth of this industry.
At Grameenphone the Managing Director is assisted by 9 Senior Executives who are heading different departments in the strategic decision making process. Directors are the departmental heads that are responsible for the activities of their departments.3. has more than 4500 employees working at different levels of organizational hierarchy. Divisions at Grameenphone Ltd. The departmental names of Grameenphone are given below: Corporate Affairs Division Commercial Division Finance Division Human Resource Division Technology Division MD Division Communication Division Grameenphone follows a 3-layer management philosophy in Bangladesh. Grameenphone follows a mix of centralized and decentralized decision making process-where the top management mainly takes all the strategic decisions while the functional managers have flexibility to take decisions by themselves on a day-to-day basis. The CEO is the top most authority of all the levels. They are the typical mid-level employees of Grameenphone‟s organizational hierarchy. Managers have the authority next to directors.with the aim to meet organizational objectives. Managers and Officers. These are Directors. These two layers represent the management level of Grameenphone. There are 7 functional divisions engaged in managing these employees. 8 . Officers are the next persons to stand in the hierarchy list. These officers are responsible for managing the operational activities and operating level employees. Grameenphone Ltd.
Commercial Division The Commercial division is responsible for all the marketing activities of the organization except for the communication part which is taken care of by the Communications division. Grameenphone believes in teamwork and synergy. Consumer product deals with all the packages. Commercial Division.1. I was appointed as an Intern in the Consumer Products Unit.4. headed by one of the directors Arild Kaale. The organogram of the commercial division of Grameenphone is given below: 9 . That is why each department works hand-inhand with others to make our plans work. This is the business end or heart of the organization in terms of revenue generating activities. as this unit concentrates on our actual target market. The Product Management Voice team is further divided in to 6 units of which Consume product is one. All the products. services. One of the most vital ones is Product Management Voice. This division. This unit is the brain behind most revenue generating activities of Grameenphone. hence our consumers. Product Management Voice Department. 4. feature and offerings that is designed and intended for general people. My Assigned Department In this huge corporate organization. And all the other departments of all divisions play an equally important and significant role in supporting and enabling whatever offer or package we come up with. is divided in to 9 further departments. and VAS are created and managed here at Product Management Voice department.
and partners Conduct customer feedback and enabling (pre-production) Bringing new products to market Monitoring the competition The organogram of the Product Management Voice Department is given below: 10 . The main functions of the Product Management Department are given as follows: Identifying new product candidates Gathering market requirements Defining product requirements Determine business-case and feasibility Scoping and defining new products at high level Evangelizing new products within the company Building product roadmaps.1.4.1. This department consists of 6 units. packages and offerings. particularly Technology roadmaps Working to a critical path and ensuring all products are produced on schedule Ensuring products are within optimal price margins and up to specifications Product Life Cycle considerations Product differentiation Detailed Product planning 7 functions of marketing Product positioning Promoting the product externally with press. customers. services. Product Management Voice Department The product management voice department. deals with all voice related products. as I mentioned earlier.
They are responsible for planning all the marketing and functional activities for each consumer product from setting sales and revenue target to training customer services.e.The main responsibility of each of the units is briefly discussed below: Business and Pricing Management – This unit works with the pricing of products and services. Baadhon. Shohoj. quality assurance. Some of their core duties are mentioned below: • • • • • • • • • Manage Product Roadmap Monitor KPI & performance across units Departmental reporting P&L monitoring and analysis Product & market monitoring & analysis Business-case support Strategic pricing support Forecasting and target breakdown support Facilitate Business Review material Consumer Product – This unit is involved in the life cycle management and designing of the consumer prepaid (Smile.This unit is involved in the life cycle management and designing of the business prepaid (GP Public Phone. Apon. break down sales and revenue targets Training of Sales and CS accordingly Business Product . They are responsible for planning all the 11 . monitors and reports departmental performance and provides business cases for better forecasts on new and modified developments. Bondhu. Djuice) and postpaid (Xplore) products. Business Solutions Prepaid) and postpaid (Business Solutions Postpaid) products. Some of their core duties are mentioned below: • • • • • • Manage consumer product development and all stakeholders in value chain Life cycle management of consumer prepaid and postpaid products (i. product management. BPO. Village Phone. profitability) Consumer Product roadmap Strategic pricing and profitability of consumer products Channel marketing. Ekota. i.e.
control the expenditures and prepare forecasts for Grameenphone handsets.marketing and functional activities for each consumer product from setting sales and revenue target to training customer services. Some of their core duties are mentioned below: • • Manage P&L account for all mobile devices.e. Responsible for maintaining GSM info center issues. product management. break down sales and revenue targets Training of Sales and CS accordingly International Roaming – This unit is concerned with all the marketing and product management responsibilities regarding International Roaming products. profitability) IR product roadmap. Device Management – This team is responsible for all device related activities of Grameenphone. They are responsible for the coordination with other international operators who support our roaming service.e. 12 . Training of Sales and CS accordingly. Some of their core duties are mentioned below: • • • • • • • Manage product development and all stakeholders in value chain for International Roaming (IR) products. Some of their core duties are mentioned below: • • • • • • Manage business product development and all stakeholders in value chain Life cycle management of business prepaid and postpaid products (i. Strategies to attain IR goals. Life cycle management (i. i. Coordination with Telenor Global Roaming team.e. quality assurance. quality assurance. Ensure strategic alliance with different external partners. profitability) Business Product roadmap Strategic pricing and profitability of business products Channel marketing. product management. They contact with external parties.
Aapon. The consumer product team does not only focus on their own products but also focuses on what the competitor‟s are doing and come up with proper mitigation plans and better products. 13 . Consumer Product Unit The consumer product team is a very vibrant and creative team whose responsibility is to design and manage the life cycle of the consumer prepaid and postpaid packages of the company. This unit is involved in forecasting the requirements of these cards and preparing them for the market. Djuice and Xplore. Mobile Facebook.1. All the responsibilities discussed earlier add up as the whole duty of the Product Management Voice department. „My Zone‟) to its existing products. Management of device testing. The consumer products earn 89% of the total revenue of Grameenphone. SIM & Scratch Card Specification Management & Procurement. Bondhu. Also. thus providing better value to their old and new customers. certification. 4. We also focus on adding important VAS such as Welcome Tunes. and distribution channel. prepare forecast and ensure availability.1.• • • Select portfolio of devices according to segmentation model. They also deal with the future developments of SIM and Scratch Cards based on complaints and market analysis. SIM and Scratch Card Management – The modality and specifications of SIM and Scratch Cards is looked after by this team. Align the yearly OPEX CAPEX of all managed mobile devices. this team works in adding new features (i.1. Shohoj. System Management & Reporting. This shows the importance of this team‟s performance. Baadhon. Some of their core duties are mentioned below: • • • • • Forecasting & Budgeting SIM & SC requirement.e. thus creating synergy and promoting team effort towards the departmental goals. SIM Kit Production Management. The coordinator of this department coordinates the reports and works of these 6 units. Product Complaint & Query Management. Cricket Alert. The products under consumer products are Smile.
This team serves as the brain for all new innovations regarding consumer products that brings in large chunk of revenue in Grameenphone‟s account. Many campaigns and offerings are initiated from our end on a regular basis to attract new customer and churn the old customers. value added services and dynamic pricing. & Follow-up Prepaid Portfolio Postpaid & Other Voice Portfolio VAS Portfolio 14 . • • Ensure product life cycle management for assigned portfolio. Naimul Huq Roadmap Dev. Ensure time to market for product offering in accordance with the roadmap and business targets. comprising of prepaid & postpaid voice products. & Follow-up CLM Micro Campaign Dev. Some basic responsibilities handled by the Consumer Product Unit. in addition to the aforementioned ones. M. Develop new products for the portfolio. are given below: • Responsible for overall consumer product portfolio. • • • Formulation of product development strategy. The organogram for the Consumer Product Team is given below: Consumer Product A.etc. Undertake activities to support market launch as per the campaign plans development by segments. B.
The figure above also gives a better idea about the functions of the consumer product unit. 15 . The consumer product unit maintains a prepaid portfolio where the performance of each prepaid product is constantly monitored. The consumer product team‟s main responsibility is to manage the life cycle of the existing consumer products and develop new products when necessary.
So I got the opportunity to work with all the members of the team at various projects at various times. I had to work with numerous colleagues within or outside my department. Product Management Voice. Few of my general responsibilities as an Intern are enlisted below: Generate new ideas. monitoring and launching of „My Zone‟. I was very actively involved in all the activities during the pre and post-launch periods of „My Zone‟. My assigned supervisor was Mr. A. During my internship period at Grameenphone. Kazi Emran Mahboob.M Naimul Huq. but I also learned how our contact points (other departments who support our activities) work and what are their responsibilities. I also learned how some of the other significantly important departments fulfill their duties because that made me understand the way this industry works and how Grameenphone align its business with 3rd parties and the Government. Explore existing ideas and suggest appropriate and feasible improvements. so I was able to make significant contributions in the development. 16 . who is also the product manager of „My Zone‟. Emran in this project. who is also the head of the consumer product team. but those were given to me so that I could be exposed to different conditions and learn a lot of new things. My Assigned Duties During my period as an intern in the Consumer Product.5. with whom I got the pleasure of working relentlessly for 3 months and learn a lot of vital things. Perform UAT for many products and services. I was also sent outside Dhaka for testing this feature in various cities of Bangladesh.B. I have been assigned to various roles and responsibilities. testing. monitor and test this feature before we could finally launch it throughout the nation. Design & apply UAT (User Acceptance Test) in accordance with the set parameters. till the last day of my internship. And all these things worked wonders for me as I not only learned the working process of my unit and department. Commercial. we strived hard to learn about our customer experiences and modify our feature as necessary. I had to carry out a lot of tasks which is probably not the duty of our department. This project was headed by Mr. we were working on the nationwide launch of „My Zone‟ and we needed to prepare. And I was luckily entrusted with lots of responsibility by Mr. Even after the launch.
Document Competitor‟s Product Portfolio Document Grameenphone‟s Product Portfolio Gather customer insights and transform them into useful data. Study and understand the product life cycle of the consumer products and how we implement it in practice. Recommend mitigation plans. Directly talk with customers to understand their satisfaction and requirements regarding „My Zone‟ Recommend and implement improvements for the „My Zone‟ offer. I was specifically assigned to work on the „My Zone‟ offer. document and report competitor activities regarding voice. Keep continuing the UAT process until every problem is resolved. Some of my activities regarding „My Zone‟ are given below: Determine special arrangements for „My Zone‟ during World Cup games. which was appreciated and currently in use by Customer Services and our department. Prepare white paper Study different offers by foreign telecom companies and suggest packages feasible in Bangladesh. Contact internal/external stakeholders for technical support. Planning research activities. Report findings of UAT with the concerned and take corrective actions by contacting our contact points. and I got the opportunity to specialize in it through the process. Documented a „Tariff comparison‟ file which includes all packages of us and our competitors‟ for ease of comparison. Planning and Coordinating UAT sessions. Study. Organizing. 17 . Keep contact with customer services to attain valuable customer feedback. Documented all our packages and tariffs in a useful way.
Analyzing revenue data and making interpretation. Stated above are the responsibilities that I had to meet every day as part of my routine tasks. My colleagues were very helpful and they believed in me a lot to assign me different kind of activities in order to ensure that I gather valuable experience and knowledge about how products are developed and maintained throughout their lifetime. Design future research activities for determining customer satisfaction level and improving our product. Work closely with Customer Experience team and talk in person with customers and gather valuable insights and report them. Understand the total procedure and how „My Zone‟ works and how it helps our business. Predicting financial performance for next few months. Go outside of Dhaka to investigate the status of „My Zone‟ there. Keep contact with Customer Service Department in order to get valuable customer feedback regarding „My Zone‟. Apart from these responsibilities I also had to get involve in different projects and work as per needed. Observe and resolve challenges during launch. Change the language and wordings in the USSD Menu and SOCN. Recommend and implement feasible new ideas for the offer. Post-launch observation and recommend further improvement. Work hand-in-hand in all phases with the working group in development of the offer. Contact with internal-external stakeholders for assistance. 18 . Come up with mitigation plans for sustaining problems. Plan and perform UAT at different phases of its development and mitigate sustaining problems.
saturation) changes over time and must be managed as it moves through its succession of stages.6. Consumer product‟s duty is to do exactly that for the consumer postpaid and prepaid products. the term „Product Life Cycle‟ came into play frequently. Maturity. The offers are revamped and redesigned when necessary. We take decisions. For example. All of them are designed depending on consumer‟s usage patterns and requirements. They renovate a product and extend its life cycle or introduce new best-fit packages for different customer segments. There are many different GP prepaid packages in the market for consumers. That is when our product team analyzed the problem and came up with a solution by revamping the whole package. Product Life Cycle Product life cycle management is the succession of strategies used by business management as a product goes through its life cycle. let me explain the term and phases of product life cycle and which consumer products of Grameenphone are in which phase currently. The conditions in which product is sold (advertising. Managing the Product Life Cycle – The Core Responsibility of Consumer Product Till now. the new Xplore postpaid have become immensely popular once again and it is rapidly seeing growth though it was in its maturity stage. design new offers in accordance to the phase that the existing product is in. Before we get into how product life cycle management works in Grameenphone. That is what the Consumer product team works on. This is because all our efforts are actually based on the management of the product life of each product. Product life cycle has four stages: Market introduction. That is what caused Grameenphone to come up with so many different products for different kinds of customers. But recently its popularity and revenue reached stagnancy. Now. when we talked about the responsibilities of the Consumer Product Team and my assigned duties. modify old products.1. Saturation and decline stage. Grameenphone has to seek out different strategies depending on the corresponding stage it is in. For each product. 6. Growth. the old postpaid package had been in the market for a long time and had been doing really well throughout the period. We already offer „Shohoj‟ 19 .
6. service. focus groups. Market and consumer trends.79/min) for any calls. corporate spies. „Smile‟. The Process – New Product Development or Modification In Grameenphone. So. the following steps are followed for new product development or modification: 1. salespeople. package plan similar to „Shohoj‟. the first prepaid package of GP is also there. Also. all our efforts go on maintaining the product life cycle of the consumer product after its introduction.idea generation techniques can 20 . „Bondhu‟ package is there for people who love to talk on their F&F numbers. employees. though it was in its maturity stage just a few weeks ago. This dynamic offer is launched after 2 years of relentless work. In addition.plan for people who likes flat call rates (Tk. the new Xplore postpaid is also there for the taking which is recognizing enormous growth. competitors. there is „Baadhon‟. Idea Generation is often called the "fuzzy front end" of the product development process.2. And even now. we are closely monitoring its performance and planning future activity in order to ensure its growth. which is targeted for the rural people. or international offerings may also be used to get an insight into new product lines or product features. trade shows.0. though we are not pushing it because it is on the verge of its saturation. „Aapon‟ is for the ones who talk more on other GP numbers. or store concepts . Idea Generation or Brainstorming of new product. as it is easier to understand. the consumer product team makes sure that its customers get the best products available for their use and also is conscious about new developments and ready to modify any offerings to extend the lifecycle of a particular product. Ideas for new products can be obtained from basic research using a SWOT analysis. So. And there is „djuice‟ specially designed for the young generation who loves to have quality time with their community and likes to talk in late night hours. „My Zone‟ is one of the best examples of the endeavor of consumer team in ensuring customer satisfaction. Most of our prepaid products are also back in the growth stage after due to our prepaid revamp.
begin when you have done your OPPORTUNITY ANALYSIS to support your ideas in the Idea Screening Phase (shown in the next development step). 2. Concept Development o Develop the marketing and engineering details Investigate intellectual property issues and search patent data bases Who is the target market and who is the decision maker in the purchasing process? What product features must the product incorporate? What benefits will the product provide? How will consumers react to the product? How will the product be produced most cost effectively? Prove feasibility through virtual computer aided rendering. 21 5. Beta Testing and Market Testing o . and rapid prototyping 4. Idea Screening o o The object is to eliminate unsound concepts prior to devoting resources to them. The screeners should ask several questions: Will the customer in the target market benefit from the product? What is the size and growth forecasts of the market segment/target market? What is the current or expected competitive pressure for the product idea? What are the industry sales and market trends the product idea is based on? Is it technically feasible to manufacture the product? Will the product be profitable when manufactured and delivered to the customer at the target price? 3. Business Analysis o o o Estimate likely selling price based upon competition and customer feedback Estimate sales volume based upon size of market Estimate profitability and break-even point Produce the product or feature for „Test SIM‟.
and profit 22 .what-if planning 7. Technical Implementation o o o o o o o o o o New program initiation Finalize Quality management system Resource estimation Requirement publication Publish technical communications such as data sheets Engineering operations planning Logistics plan Resource plan publication Program review and monitoring Contingencies . New Product Pricing o o o o o o Impact of new product on the entire product portfolio Value Analysis (internal & external) Competition and alternative competitive technologies Differing value segments (price. revenue.o o o o Perform UAT in typical usage situations Conduct customer interview Make adjustments where necessary Produce an initial run of the product and sell it in a test market area to determine customer acceptance 6. and need) Product Costs (fixed & variable) Forecast of unit volumes. value. Commercialization (often considered post-NPD) o o o o Launch the product Produce and place advertisements and other promotions Fill the distribution pipeline with product Critical path analysis is most useful at this stage 8.
Though advertisements are produced by communications. For consumer products.3. Network and IT works at the technical end to make it feasible. And the process goes on in this loop. And Segments works with the go-to-market plan in order to launch the product in the market. the Technology. print Ads. we get a lot of input from the Customer Services departments. 6. Segments also produce necessary documents for different stakeholders such as FAQ for Customer Services. all these steps are carried out by the consumer product team on behalf of PMV. Networks department and IT. The consumer product team uses these business cases to design or redesign their product/service. services. From the first phase of development. Assurance Technology department. campaign. the Business Process Management team produces the business cases for the Consumer product team. The Communications division then takes necessary initiatives for going into the mass media. The Product team presents their requirements for development of the product to the working group. This working team works together in developing and testing the products. Business Intelligence department. Technology department. Once the product is launched. 23 . Within the PMV. The working group also communicates the Communication Division at the pre-launch face. The Customer Experience department also performs a „Customer Journey Mapping‟ to understand customer‟s perspective. Networks department and Revenue Accounting department for reviewing the financial performance and technical performance. etc. as they provide us with valuable insights on the problems and quarries reported by customers on which the consumer team may work on. We also rely on the Business Process team. They create TV commercials. we form a working group involving Segments department. new initiative the Product Management Voice works with many departments and/or divisions. we move onto the performance review period. Working Synergies For the development of any product. Here. The working group sits together regularly to analyze these data and come up with mitigation plans and develop new plans where necessary. the requirements are specified by PMV. billboards.
Firstly. The value of integrity – In Grameenphone. This brings out the best result for the company.7. I was given the charge to maintain GP Prepaid product portfolio. plan and carry out different UATs. an intern was not an exception either. 24 . this shows the mutual respect and affection they have towards each other. And I am glad I succeeded in repaying their faith on me. mostly for „My Zone‟. The trust on me shown by all the employees I work with was very overwhelming. Every employee of GP goes beyond their line to help the other. The freedom of decision making – Here in Grameenphone. being. coming up with mitigation plans. Building trust – Every employee is entrusted with lots of major responsibilities. I learned a lot of things from this organization: The importance of team-work – Everything in GP depends on team-work. all the employees have the liberty to take free decisions up to a certain extent. Also. The art of presentation – This is a learning which will help me in every aspects of my life. So I was given the responsibility to contact the concern and mitigate all the issues during the launch with the help of my other colleagues. The whole GP is like a giant family. I was groomed and then slowly responsibilities were given to me. This really motivated me to learn more work and give extra effort in everything I did. Throughout this incredible journey of 3 months. Each and every department does their duty rightfully and honestly. In Grameenphone. generating new ideas and many more. I was given hand-in-hand training on this matter because it is a very important part in corporate culture to present your idea and plan clearly to others. You have to rely on other and make yourself reliable to others. I got this opportunity many times as I planned and leaded a lot of major UATs. I learned what people really expect from you in your presentations and the importance of it. integrity is a major factor for its success. Evaluation of Internship Exposure: While working. I had to take lot of decisions that were completely new to me. I. the product manager was out of country. you cannot do anything on your own here. during the launch of „My Zone‟. I also learned that you need to have very clear communication with your working group in order to attain your desired goal.
To work in such a big organization was a pressure itself and adapting to this pressure was also a new experience. Being actively involved in the development of products and offerings like „My Zone‟ has been increased my knowledge about this industry and developed leadership skills as I was entitled to plan and carry out different UATs. Conclusion: Getting an opportunity to do internship in the largest telecommunication company of Bangladesh has been a great experience. 25 . The corporate culture that I learned from Grameenphone is a thing to be mentioned especially and adapting to it was a big challenge in such an early stage of my career. It was a great honor for me to work in such a professional company where everything is so organized and perfect. The things learnt from real time work experience for the first time has indeed been a privilege. I certainly believe this experience of working in Grameenphone will help me to be a successful professional in life and also work as an added advantage for the years to come. New learning‟s and helpful attitude of colleagues is a thing to be remembered for a long time. Thanks to Grameenphone for giving me a head start in my career. After completion of my work tenure as an intern.8. I feel blessed to have learned so many things in such a short span of time.
Retrieved from Grameenphone: http://investorrelations. March).9.com/Dividend. March).com/Company-Facts. March) http://www. March) http://en.Retrieved from Grameenphone: https://wow.telenor. March).com 26 .grameenphone.com/grameenphone/en/Pages/default.grameenphone.grameenphone.grameenphone.html (2011.wikipedia. References: (2011.com/grameenphone/en/opco/Pages/history.aspx (2011.telenor.aspx (2011.com (2011. March).com/Major-Shareholdings.Retrieved from Grameenphone: http://investorrelations.Retrieved from Grameenphone: http://investorrelations.Retrieved from Grameenphone: https://wow. March).com (2011.grameenphone.html (2011.Retrieved from Grameenphone: https://infocube.html (2011. March).
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