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BANGLALINK

1.0 About Us 1.1 Introduction Orascom telecom Bangladesh limited ("Banglalink") is a 100% owned subsidiary of Orascom telecom holding s.a.e., Egypt, ("oth") in Bangladesh. it was acquired by oth in 2004, and after a complete overhaul and the deployment of a new Gsm network, its telecommunication services were re-launched under the brand name Banglalink. When Banglalink began operations in Bangladesh in February 2005, its impact was felt immediately: overnight mobile telephony became an affordable option for customers across a wide range of market segments. Banglalinks success was based on a simple mission: "bringing mobile telephony to the masses" which was the cornerstone of its strategy. Banglalink changed the mobile phone status from luxury to a necessity and brought mobile telephone to the general people of Bangladesh and made a place in their hearts. The mobile phone has become the symbol for the positive change in Bangladesh. This positive change that is quite correctly attributed to Banglalink has become the corporate positioning of Banglalink and is translated in their slogan "making a difference" or "din bodol". "Making a difference" not only in the telecom industry, but also through its products and services, to the lives of its customers. This corporate stance of "making a difference" has been reflected in everything Banglalink does. Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in october 2006. in less than two years which is by December 2007, banglalink overtook Aktel to become the second largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has 14.22 million subscribers as of march 2010, representing a market share of 26%. growth over the last years have been fuelled with innovative products and services targeting different market segments, aggressive improvement of network quality and dedicated customer care, creating an extensive distribution network across the country, and establishing a strong brand that emotionally connected customers with banglalink.

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1.2 Background In Bangladesh, Banglalink aims to understand peoples' needs best and develop appropriate communication services to improve peoples' life and make it simple. All our work is aimed towards meeting our vision. All members of the Banglalink family are highly passionate individuals, fully committed to achieving the vision that we have set ourselves. Our customers' needs matter most to us- making their life simple and improving it is all we want. To ensure our vision is achieved, we have set ourselves a few values, we want to be Straight Forward Reliable Innovative Passionate All the Banglalink family members have one thing in common- a passion to serve. We want to go that extra mile, so that you can have the best possible service investing in the future of Bangladesh. The biggest barrier today for people is the cost of handsets. We will strive to lower the total cost of owning a mobile. We are here to help make a difference in people's lives by providing affordable and reliable connectivity solutions. We will strive to connect people and link their lives by listening to them and by understanding their needs. We are here to help you speak your language. 1.3Incorporation of Banglalink Orascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (Sheba) in March 2005. OTH operates a GSM network in Bangladesh and provides a range of prepaid and postpaid voice, data and multimedia telecommunications services. As of March 1, 2005, Banglalink served approximately one core subscribers. Banglalink estimates that it had 8.3% market share of total mobile subscribers in Bangladesh

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1.4 Operating License Banglalinks license is a nationwide 15-year GSM license that expires in November 2011. It was acquired for US$ 60 million and re-branded and launched its services under Banglalink in March 2005.

2.0Situation Analysis: Banglalink have started its first operation in Bangladesh in 2005. The products have been well received and the marketing is the key to the development of its brand image as well as the growth of the customer base. Banglalink now offering different packages for the customers but at the begging year they offered packages as well as different mobile sets for the customer. 2.1 Market Summary Banglalink possess good information about the market knows a great deal about the common attributes of the most valued customer. Before launching its experienced and prompt sell and marketing force observed the market carefully and better understood who is served, what is their specific needs and the way to communicate with the customers need and demand. 2.1.1 TARGET CUSTOMER Pre-paid package Banglalink desh- targeted towards the mass Post- paid package banglalink post-paid targeted towards the mass banglalink business targeted towards the corporate banglalink SME-targeted towards the small& medium entrepreanuer Banglalink PCO-targeted towards the phone booths business Banglalink Icon- targeted towards the customers who are capable of billing more than Tk. 3500 per month

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2.1.2 Market Needs Banglalink is providing a wide range of services for its valued customers. The Company seeks following benefits that are important for its customers: Quality Service: Banglalink is providing quality service to the employers. The customers dont like the network problem and slow networking system. Banglalink recruits high professional employees and experts to make the network available for the customers. It is the company which expands its network all over the country within the shortest period of time after starting its operation. Banglalink is committed to its customer about the quality service. Customer Service: Banglalink has both online and physical customer care service for its customers. The valued customer can solve the problems over mobile phone dialing 121. It has also customer care service all over the country mainly in the city areas. But the centers are too limited to meet the huge demand. Now at this banglalink is expanding its customer care centers and upgrading its quality. Banglalink is committed to meet the customer demand and problem as soon as possible. Service at Low Price: Before Banglalink starts its operation the tariff was higher than any other period. At that time the three mobile companies charged tk. 6 for per minute outgoing calls and tk.2 for per sms. But the company was committed to provide quality service at a lowest price. As a result Banglalink is the fastest growing telecom company in Bangladesh. This is because of providing quality service at a lowest price. 2.1.3 Market Trends The telecom industry world over has grown and evolved at an incredible pace and has considerably changed the way people interact. Although, fixed line is still the most penetrated telecom segment; wireless or mobile segment has been the key contributor over the last decade, offering a wide range of opportunities to provider and services to customers. Banglalink has set up its network in many major cities and also in rural areas. Banglalink has come up with new tracking device in the network and thus made it easier for many businesses to perform their work efficiently. The shift of revenue from fixed to mobile and from voice to data is accelerating. Driven by strong mobile and broadband penetration in emerging markets and substantial economic recovery in developed markets, global telecom industry is expected to see double digit growth over the next four to five years.

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2.1.4 Market Growth Though the call rate tariff is reducing due to the heavy competition in the telecom market, the market is widening day by day as the number of mobile users are increasing and there is a lot of scope to develop this sector. Banglalink is the fastest growing telecom sector in banglalink. Sheba Phone became Banglalink in 2005 when ORASCOM graphed the company. At the time launching as the name of Banglalink there was only a few thousand customers but within the three years its number of customers has raised more than 4 million. Banglalink is the second largest telecom company operating in Bangladesh.

2.2 Market Analysis 2.2.1Comparing the external environment BANGLALINKs product is placed at the growth stage of its life cycle. Knowing this position will help to determine which strategy is to apply. Market share of Banklalink is growing at a positive rate in total market. That means the overall growth rate compare to overall market BANGLALINK is in the Growth Stage. From the information provided that BANGLALINK is in DOG situation. Companys objective must be profitable growth. Since marketing has the main responsibility to achieve profit and lay down strategies for capturing them, BANGLALINK has followed the same technique in the operations. The company position dictates the companys growth strategies 2.2.2 Business Strategy Typology (BST) Prospectors- Prospector organizations face the entrepreneurial problem of locating and exploiting new product and market opportunities. These organizations thrive in changing business environments that have an element of unpredictability, and succeed by constantly examining the market in a quest for new opportunities. Moreover, prospector organizations have broad product or service lines and often promote creativity over efficiency. Prospector organizations face the operational problem of not being dependent on any one technology. Consequently, prospector companies prioritize new product and service development and innovation to meet new and changing customer needs and demands and to create new demands. The administrative problem of these companies is how to coordinate diverse business activities and promote innovation. Prospector organizations solve this problem by being decentralized, employing generalists (not specialists), having few levels of management, and encouraging collaboration among different departments and units.
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Analyzer- Analyzer organizations share characteristics with prospector and defender organizations; thus, they face the entrepreneurial problem of how to maintain their shares in existing markets and how to find and exploit new markets and product opportunities. These organizations have the operational problem of maintaining the efficiency of established products or services, while remaining flexible enough to pursue new business activities. Consequently, they seek technical efficiency to maintain low costs, but they also emphasize new product and service development to remain competitive when the market changes. The administrative problem is how to manage both of these aspects. Like prospector organizations, analyzer organizations cultivate collaboration among different departments and units. Analyzers organizations are characterized by balancea balance between defender and prospector organizations. Defenders- Defender organizations face the entrepreneurial problem of how to maintain a stable share of the market, and hence they function best in stable environments. A common solution to this problem is cost leadership, and so these organizations achieve success by specializing in particular areas and using established and standardized technical processes to maintain low costs. In addition, defender organizations tend to be vertically integrated in order to achieve cost efficiency. Defender organizations face the administrative problem of having to ensure efficiency, and thus they require centralization, formal procedures, and discrete functions. Because their environments change slowly, defender organizations can rely on long-term planning. Reactor- Reactor organizations, as the name suggests, do not have a systematic strategy, design or structure. They are not prepared for changes they face in their business environments. If a reactor organization has a defined strategy and structure, it is no longer appropriate for the organization's environment. Their new product or service development fluctuates in response to the way their managers perceive their environment. Reactor organizations do not make long-term plans, because they see the environment as changing too quickly for them to be of any use, and they possess unclear chains of command. By analyzing all the business strategies, we found out that Banglalink acts as an Analyzers. Banglalink also acts as a prospector by continuously innovating products and different services like the new package of them known as the Banglalink icon package. In this package they are targeting those elite people who has the capability of billing more than taka 3,500 every month. On the other hand, like a defender they are defending their market share, by defending their call rates like the other competitors in the competitive market.

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2.2.3 Marketing Strategy Typology Aggressive marketers- Aggressive marketers promote their products very forcefully. They do no concentrate on advertising. They offer high value product with premium price. Such marketing strategy is followed by Grameen Phone as they as they are knowledgeable about marketing and not afraid of spending. Mass marketers- Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. Banglalink is an example for such marketing strategy. Value marketers- The value of a product is the mental estimation that a consumer persist about it in their mind. Thus the value marketers try to offer high value products but at low price. City cell falls under this strategy. Such marketers market the value more than the price. They promote the product in exclusive places. Marketing minimizer- market minimizers are those who do not appreciate marketing at all. They rather consider it just to be an expense. Teletalks follows this marketing typology. If we look carefully into the marketing strategies of Banglalink, we will notice that Banglalink is being a mass marketer. They are marketing their services in a mass amount in every corner of Bangladesh. They are visible throughout the year not only in televisions, but also in radios, billboards and print mediums. They also sponsor certain events and also finance small shops. By summing all their marketing strategys we can say that Banglalink is definitely a mass marketers. 2.2.4 Product Life cycle The product life cycle goes through multiple phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. To say that a product has a life cycle is to assert four things:

that products have a limited life, product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller, profits rise and fall at different stages of product life cycle, and Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.

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The four main stages of a product's life cycle and the accompanying characteristics are: Stage 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. Characteristics costs are very high slow sales volumes to start little or no competition demand has to be created customers have to be prompted to try the product makes no money at this stage

1. Market introduction stage

2. Growth stage

costs reduced due to economies of scale sales volume increases significantly profitability begins to rise public awareness increases competition begins to increase with a few new players in establishing market 6. increased competition leads to price decreases 1. costs are lowered as a result of production volumes increasing and experience curve effects 2. sales volume peaks and market saturation is reached 3. increase in competitors entering the market 4. prices tend to drop due to the proliferation of competing products 5. brand differentiation and feature diversification is emphasized to maintain or increase market share 6. Industrial profits go down 1. 2. 3. 4. costs become counter-optimal sales volume decline or stabilize prices, profitability diminish profit becomes more a challenge of production/distribution efficiency than increased sales

3. Maturity stage

4. Saturation and decline stage

The process of developing and maintaining a fit between an organizations goals and the dynamic environment is the strategic planning.
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Marketing strategy is the means by which a marketing goal is to be achieved under the observation of the position of the product. Today understanding customer is crucial, but it is not enough. Under the marketing concept, companies gain competitive advantage by satisfying target consumer needs better than competitors do. Thus, marketing strategies must consider not only the needs of target consumers, but also the strategies of competitors. To prepare a marketing strategy it is necessary to know the position of the product in its product life cycle. Comparing the external environment BANGLALINKs product is placed at the growth stage of its life cycle. Knowing this position will help to determine which strategy is to apply. Market share of BANGLALIN K is growing at a positive rate in total market. That means the overall growth rate compare to overall market BANGLALINK is in the Growth Stage. From the information provided that BANGLALINK is in DOG situation. Companys objective must be profitable growth. Since marketing has the main Responsibility to achieve profit and lay down strategies for capturing them, BANGLALINK has followed the same technique in the operations. The company position dictates the companys growth strategies 2.2.5 SWOT 2.2.5.1 Analysis of Strengths: Banglalinks all connections are ISD & EISD: Its a big strength of Banglalink. Its the only SIM which has such a versatility of connections having ISD, Economy ISD service along with both incoming and outgoing connectivity with any of the land phones. This is not seen to other providers. It gives a tremendous competitive advantage to the Banglalink Bangladesh ltd over its respective competitors. Banglalink is the only indigenous company using GSM service: Banglalink is the only local organization which is providing GSM technology in this country. The other local organization named pacific telecom is providing CDMA technology which is more expensive. So Banglalink can take this advantage over its competitors. It has also provided incoming facility up to lifetime: Banglalink have a strong strength over its competitors incase of incoming facility. Banglalink present incoming duration is up to lifetime. From the very beginning it is providing free TNT incoming: Banglalink is the only provider which is providing T&T incoming free from the very beginning. Whether other operators providers providing such kind of facility just now. Moreover its contribution to our economy can be notable: As a multinational
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company Banglalink have a strong contribution in our national economy. Its one of the high profit generating in Bangladesh. Low cost provider: The most remarkable success of Banglalink is the slump in tariff structure. It is the lowest cost provider in Bangladesh telecommunication market. As soon as Banglalink announced its tariff the long lasting oligopoly between other private mobile providers were shattered. Healthy competition came into the mobile market.

2.2.5.2Analysis of Weaknesses Lower number of human resource: The number of employee of Banglalink is too much lower regarding its requirement. As a result the service quality and customer satisfaction go down. Failed to identify difference between developed market and developing market: Banglalink failed to identify the difference between developed market and developing market. There strategy making is not match with the current situation. Weak management system: poor coordination among different functional department of Banglalink as result service efficiency goes down. The progress of development of network is far below from the subscriber expectation: the expansion of network coverage is too much slow. People thought that Banglalink should use the GSM network facilities; as a result Banglalink can cover the most of the area of Bangladesh.

2.2.5.3 Analysis of Opportunities Banglalink can use the image of multinational organization: People want to better facility from service industry. So Banglalink can use such kind of soft corner of consumers and promote the service to them. Introduction of new technology and services: Banglalink can implement new and consumer oriented technology in this sector. Because people have inclination to new and modern technology. Now a days people are ready to accept the new thing. Expand the market in the rural area: Till now there is huge area is remain out of coverage where a huge number of target consumers are available. So Banglalink can bring that respective area under coverage and catch those potential consumers. Banglalink can use the experience of multinational one of the old and experience organization in Bangladesh telecommunication sector. They have special experience about the consumer behavior of Bangladesh. They know about the consumers need and want.
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Banglalink can use soft switch network: The soft switch network separates the bearer and control layers and a soft switch centric network can be built on different types of bearer networks such as TDM, IP and ATM unlike, legacy network that depend on a single specific switching technology. Based on strategic planning and the developmental phase, an operator can select suitable bearer mode technologies for different phases, from the perspective of long term sustainable development, the IP centered soft switch network defines the future. So Banglalink can use this technology and practice competitive advantage over rivals. 2.2.5.4 Analysis of Threat An upcoming mobile service provider named WARID TELECOM a concern of Dhabi group: At present Bangladeshi mobile sector is almost saturated , after that a new company named WARID is going to starts its operation in Bangladesh which going to become a big threats to Banglalink and other operators. The invention of technology which is new modern and consumer oriented: Technology is changing with day run. It changes the consumers demand pattern by offering different attractive features. As a result consumer shifts from one technology to other technology, which might create a big problem to Banglalink and others. Another invisible threat is land phone operator: In Bangladesh land phone operator is expand the market with day run. People are switch from mobile to land phone operators. As a result ultimately the number of mobile user is decreasing and create problem to the mobile operators as well as Banglalink.

2.3 COMPETITORS Banglalink made a revelation in the telecommunication sector. City cell was the first to start telecommunication business in Bangladesh in 1989. GP and Aktel started their business from 1997 & 1998. The service charge was great but the facilities were few. Banglalink made the history by inviting Varity of services at a very cheaper rate. GrameenPhone AKTEL Banglalink Teletalk Warid Telecom

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GarmeenPhone is the leader of the mobile market but banglalink is the second biggest company in Bangladesh. Banglalink is the main competitor in the mobile market. The market research also concludes that although banglalink is not the market leader in telecommunication market, they are the Market Challenger, as the following figure shows the market share of banglalink in the telecommunication market The firms that are not in the top most position but quite large, this runner up firms can challenge the leader and other competitors in an aggressive bid for more market share, and it is challenging the market. A market challenger first must define which competitors to challenge and its strategic objective. A challenger can attack the market leader, a high-risk but potentially high-gain strategy that makes good sense if the leader is not serving the market well. To succeed with such an attack, a company must have some sustainable competitive advantage over the leadera cost advantage leading to lower prices or the ability to provide better value at premium price. It could include a strategy of market challenger. banglalinks competitor to challenge the market is GRAMEEN PHONE (GP) and their Strategic objective is To receive an economic return on its investment

2.4 Product offering

Package Banglalink has got different type of customer oriented packages for the customers, Banglalink mainly two types of packages. They are Pre-paid Packages Post-paid Packages

Pre Paid Packages Prepaid is a system where you pay for your phone calls in advance. prepaid gives you the freedom to use your mobile within your budget. it is an excellent way to control your expenditure. The products, Banglalink prepaid has network mobility feature which helps a subscriber to move around where Banglalink has its coverage. Key features of Banglalink pre-paid

no monthly subscription fee

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lifetime validity for all the prepaid customers who recharged after february 23rd 2007 Banglalink advance: advance credit feature in case of low balance

Banglalink offers you the following prepaid products to suit your usage pattern:

Banglalink desh Banglalink desh ek rate Banglalink desh ekrate darun Banglalink desh rangdhanu Banglalink desh 7fnf

Documents needed to subscribe to a banglalink prepaid package


dully fill up new subscription agreement form/registration form 1 (one) copy of passport size photograph national id (photocopy of both side) required information of a referral person (name, phone no & national id number of the referral person)

Banglalink prepaid connection includes a starter kit with SIM card. Documents you need to preserve carefully for future reference:

subscription form (subscribers copy) money receipt starter kit pack with subscriber identification module (sim), personal identification number (pin) and personal unblocking code (puk)

Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you the freedom to use your mobile within your budget. It is an excellent way to speak your language. The products, Banglalink Prepaid has network mobility feature which helps a subscriber to move around where banglalink has its coverage. Know your prepaid packages here Key Feature of banglalink Pre-Paid No monthly subscription fee One country one rate 30 days extra incoming facility once the validity is over and then 90 days Banglalink is offering you the following Prepaid products to suit your connectivity needs:

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Pre-Paid M2M Connection price Tk.150 with Tk.120 free talk time Mobile-to-Mobile incoming and outgoing. No monthly fixed charges Mobile-to-Mobile incoming free Pre-Paid Standard Connection price Tk.199 with Tk.120 free talk time Mobile-to-Mobile, T&T and ISD facilities. No monthly fixed charges BTTB incoming free

There are three prepaid packages for the customers 9 am - 5 pm 5 pm - 12 am 12 am - 9am call rate banglalink to banglalink tk. 0.99/min tk. 1.25/min * tk. 0.45/min banglalink to other mobile tk. 0.99/min tk. 1.45/min * tk. 0.99/min fnf rate (3 fnf to any operator) banglalink fnf number sms rate banglalink to banglalink tk. 0.50/sms banglalink to other mobile tk. 0.50/sms * For every call, a tk 0.30 charge will be applicable only once Post- Paid Package At Banglalink, we understand that your needs and usage patterns are unique. This is why we believe in giving you choices so you can pick what you need. rather than offering you the same solution as everyone else, our Banglalink postpaid packages are tailored to serve your exact purposes and give you the best value for money. Banglalink offers three post-paid packages

tk. 0.45/min

other operators fnf number tk. 0.99/min

Banglalink post-paid

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Banglalink business Banglalink sme Banglalink PCO Banglalink Icon

3.0 Marketing Strategy 3.1Mission To deliver, innovative, customer focused products and to be the benchmark for customer service excellence. Banglalink mission is to provide clear and smooth telecommunication to the customers and make the banglalink services available to all part of Bangladesh. 3.2Marketing Objective Maintain strong and positive growth. Achieve a steady increase in market penetration. Hold a strong market position within few years. 3.3Financial Objective First identify the key performance issues for your organization from a financial perspective. Then based on the key issues, identify performance targets and incorporate them into your goal(s). Generally, financial goals will address overall profitability, return on investment, return on equity, revenue growth, and overall financial strength of the company or some other pertinent aspect of the organization's financial stature . 3.4Target Market Organization that sells to consumer and business markets cannot appeal to all buyers in those markets or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices. In case of BANGLALINK, from teenager to any age group; from lower-middle class to upperupper; from Teknuff to Tetulia regardless to race, religion, gender literacy level, life style or personality any and every single person who is in need of a telephone line backed with affordability spend the expense of possessing a mobile phone is their target market.
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This indicates that in choosing market segment, segmental marketing is appropriate for them. That means the company should recognize that buyers differ in their needs, perceptions, and buying behavior. For this BANGLALINK have made a various type of customization in phone lines and phone set along with different prices are charged against each segment of the target market. Below the various types of mobile phone sets, lines, prices and the billing system offered by BANGLALINK are discussed related to geographic, demographic, and psycho-graphic segmentations. 3.4.1Market segmentation If we look at to the segments from the geographic angle we find that it started its service from the capital of Bangladesh Dhaka city. Then it extended its coverage area into Chittagong, Sylhet, Khulna, and gradually the 61districts of the country. Although Banglalink is covering most of the part of the area, still they left 3 more districts. There are government restriction for the network coverage of those hill traces areas 3.4.2 Comment Banglalinks network is divided into six divided into six zones according to the division orders: Dhaka Zone, Chittagong Zone, Khulna Zone, Sylhet Zone, Barisal Zone, and Rajshahi Zone. As the present time Banglalinks has 135 base stations all over the country and it covers 61 district towns including all six divisional headquarters. The work relating to core network up gradation was completed. The capacity of two switches in Dhaka and Chittagong was further enhanced. The switch and base station controller processor was upgraded. The microwave link between Khulna and Chittagong over the coastal areas was also completed in a fastest way, within 1 year. This microwave link formed a loop in the Banglalinks network, enabling Banglalinks to provide a more secured service to its valued subscribers. Since launching its services, Banglalinks continued to rapidly expand its network well beyond meeting the license obligations. The Banglalinks service was launching in Chittagong in 2005, Khulna Sylhet and Barisal in 2005. in the northern region if the country , which has been traditionally neglected in terms of telecommunications development, Rajshahi city, Bogra, Nator, and Noagaon have also been connected with Banglalinks network. It sets amilestone in setting up its network. After one and half year of launching as BANGLALINK it has widen its network coverage. This is again a great success in providing a smooth networking system over a very short period of time. But now at this time Banglalink is emphasizing on demographic segmentation. Over All Segmentation Middle income group 31% Service holders 17% Young People 44% Others 4% House Wives 4%.
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3.5 Marketing positioning After the company has decided which market segment to enter with which product, it must decide what positions it want to occupy a clear distinctive and desirable place relative to competing products in the mind of target customers. The companys entire marketing program should support the chosen positioning strategy. Since if a product is perceived to be exactly like another product on the market, consumers would have no reason to buy it, banglalink brings special features on the product as well as significant various services that positioned the products in the target segments. Products can be positioned with some positioning strategy. We find that banglalink has taken has taken multi-various strategy to position its various product in the market. It designed its products according to the usage occasion. Consumers can use banglalink in specific occasions according to their need such as the international roaming gives the consumers an opportunity to use their cellular phone in172 abroad countries. The products of banglalink are available for certain classes of users

3.6Marketing Mix Pri 3.6.1Pricing strategy There are five heavy weight companies in the market and as a result banglalink has to be very careful in setting the price of the packages. Strategy for new package We know there are two strategies to set price. Market skimming that is setting price at the highest level that accompany can set. And the penetration pricing that is setting the lowest price for the new product. Banglalink follows the penetration strategy penetration strategy to set the price. Banglalink offers the lowest price in the market. Because of the market is very competitive and the company has to hold the market share. On the other hand the consumers want the cheaper rate. As a result the company selects the lowest price and become successful in this regard. In 2002 it was a new cellular company and within a quick time it becomes the second largest company because this is the cheapest among the six. Special strategy for pricing Flexible pricing Banglalink offers flexible pricing for its different packages. It has segmented its market according to its customer income level and sets the price according to the target market. As ladies first is targeted for the women and prcing at 150 taka ahere
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as the Enterprice is for the business men and the price rate is tk. 1000. Old Pricing Banglalink follows odd pricing for the package. Instead of even prcing it maintains odd prcing like instead of tk. 200 it sets tk. 150. Setting the price for the call charge and package price it always offer discounts. Some discounts are 20% out going call free on the basis of the total incoming call. Offer special discount for the ladies first users at selected outlets. Tk.100 FREE talk-time for new Enterprise connections All incoming calls including T&T are absolutely FREE Up to 15% monthly loyalty discount on airtime Free talk to any banglalink on every Friday and Saturday from 1 am to 7 am but sorry to say this offer is not applicable for the recent time. Unlimited lifetime for any amount of recharge. (at least Tk. 10) Tk. 120 free for the every new connection. Factors effecting priced determination Estimated Demand Banglalink always estimate the demand of the consumers and sets price according to meet the demand. When the new product come into the Market people often less likely to buy the product. Competitive Reaction The market is very competitive in deed and as a new company it has to compete with the five potential companies. Setting the price BL always sincere about the competitors action. When Grammen offered the lowest out going call rate it also reduced the call rates. Cost: Total cost is a major factor in selecting the price of the package. Different types of cost like fixed costs, variable costs, total cost is a primary factor that influence the price of each product and keeping touch with these factors and ways banglalink always use penetrating strategy for its call charge.

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Pre-paid (Standard) Package : Connection fee : 450.00 Tk. (20 Tk. Talk Time Free) 1st pulse for first 30 sec and 15 sec pulse onwards Any other operator tk - .99/min [9-5 pm] Any other operator, tk- 1.45/min [5-12 pm] Banglalink to Banglalink, tk- .25/min [12-9 pm] Banglalink to Other operator, tk- .25/min [12-9 pm] 20% Incoming bonus. 4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink to Other operator .79) VAT will be added as usual

SME Enterprise Package : Connection fee. 499.00 Tk (50 Tk. Talk Time Free,50 Free SMS) 20% Incoming bonus. Any other operator, tk - .99/min [9-5 pm] Any other operator, tk- 1.25/min [5-12 pm] Banglalink to Banglalink, tk- .25/min [12-9 pm] Banglalink to Other operator, tk- .25/min [12-9 pm 1 sec pulse banglalink to banglalink & 15 sec pulse other operator Minimum Monthly Bill tk - 100 4 (FnF) facility in any operator ( Banglalink to Banglalink 0.25 Tk or Banglalink Other operator .79) Vat applicable
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PCO Package : Connection fee : 600 Tk 1 sec pulse Payment facility in Cash Card Minimum charge 500 Tk If monthly bill exceeds 2000 tk 5% exempted and if 4000 tk. 10% exe 3.6.2Distribution:

Banglalink doesnt sell its packages directly to its customer. Rather it maintains an indirect distribution channel for the customer. It appoints dealer for sell. Through the dealers the packages are distributed to the customers. Consumers can get the package through them. Banglalink always wants to sell its products as many as they can. As a result they try to make the packages available as many outlets and retailers as possible. The distribution network of banglalink is as follows

BANGLALINK

DEALERS (THROUGHOUT THE COUNTRY)

RETAILERS
UNLIMITED CUSTOMERS

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3.6.3advertising and promotion: Banglaink basically undertakes advertisement on basis of their product. They use mainly non persnal advertisement communication like 1. Print Media (Newspaper, Magazine, etc.) 2. Broad Cast Media (TV Media, FM radios) 3. Online Media(Internet) 4. Display Media (Sign Board, Bill Board, etc) Their advertising strategy is like Brand Promotion, Sales Promotion, Good Will building, Network extension notice, Inform Value added service etc. They also use personal or direct marketing only for their corporate clients usage; this will help them to get discounts in different shops and stores. On the occasion of different religious and cultural festivals Banglaink can provide greetings through leaflets, festoons, banners and so on as a public relation to their existing and potential customers. Another kind of promotion they can initiate to make their existing customers loyal who make a remarkable level of revenue, Banglaink can provide offerings, such as Discount Card. They will provide subscribers discount cards, as a reward of their substantial use of the service. banglalink also became a leader in terms of its advertising quality and setting very high standards for competition and others. The corporate TV commercial of "din bodol" based on the theme "making a difference in people's lives", touched everyone through out the country and was adjudged the best TVC of the year according to the leading dailies of the country like Prothom Alo and New Age. This TV Commercial has become a matter of national pride for Bangladesh as it has been nominated for the best TV Advertisement of the year with 4 other international television commercials at the GSMA Award 2007. GSMA Award is considered to be the Oscar of mobile industry.

3.6.3 PRODUCT Different packages of Banglalink. Personal package 1 (Post- paid) : Provides you the lowest call rates Waiver of monthly fee if usage is greater than Tk.500 (without VAT) Duplicating mobile number facility Up to 2 supplementary connections with attractive group talk rate.
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Personal package 2 (Post- paid) : Minimum monthly bill of Tk.1,000 at the lowest call rates Monthly 150 FREE News SMS FREE itemized bill FREE golden number upon availability Duplicating mobile number facility Up to 2 supplementary connections with attractive group talk rate. Personal Call & Control (Post- paid) : Usage through recharging scratch card/I top up Lowest monthly fees Helps you keep your usage within your control. ISD and E-ISD: All Banglalink Sims are ISD and it has opportunity to call only 7.50/= to 55 countries by using 012 code called economy ISD. Corporate Package: Banglalink has around 40 corporate clients using prepaid or postpaid service. International Roaming: It has roaming facilities in 5 country also. The fortunate matter is that within one month it is going to inaugurate roaming service in over 400 operators of 159 country.

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4.0 Control: The purpose of banglalink marketing plan is to control Revenue: monthly and annual Expenses: monthly and annual Customer satisfaction New product development

4.1 IMPLEMENTATION Implementation: The following milestones identify the key marketing programs at is important to accomplish and implement by banglalink marketing department.

4.2Contingency plan: If under any circumstances the discussed plan for banglalink do not works out , the necessity steps that banglalink should undertake will include merger or hiring expertise by outsourcing. Merging will include that banglalink will merge with any other telecom company; in this way they will be able to exist in the market, although they might be in loss. On the other hand if banglalink wants to outsource expertise, then they will be hiring some efficient person who has sound knowledge about the business and can help them to overcome the trouble and re flourish in this sector.

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