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IMC PLAN For Teletalk Limited
IMC plan for Teletalk Bangladesh Ltd
A REPORT ON
IMC PLAN FOR
TELETALK BANGLADESH LIMITED
Stamford University Bangladesh
14th June, 2007 To
IMC plan for Teletalk Bangladesh Ltd
evaluation of IMC plan. Specially. Sir. constant effort and prompt attention as and when required for accomplishing the paper. I appreciate this opportunity to show my profound gratitude to you for sparing your valuable time. I also believe. on which we are to write the term paper. indeed.. It is. taking so much pain to teach us and to sew maximum knowledge through examples and better and better practices. of course. SUBJECT: SUBMISSION OF TERM PAPER ON "IMC PLAN FOR TELETALK BANGLADESH LIMITED". This effort obviously increased my knowledge and experience on business in the 21st century. to study some books and to consult with some knowledgeable personalities. This preparation of term paper has given me the opportunity to rewind and recollect the facts and situations of the services. an intangible matter is. This is a great pleasure for me to submit the term paper "IMC PLAN FOR TELETALK BANGLADESH LIMITED" on. your splendid effort to simulate a situation. I would be pleased and happy to clarify any part of this report whenever necessary. We are really fortunate in getting a teacher like you. I sincerely hope that you will enjoy reading this term paper and can have at least some idea regarding the plan approaches adopted in my current services. a quite difficult job. which is a partial requirement for completion of the course. guidance. Yours Sincerely IMC plan for Teletalk Bangladesh Ltd 3 . We agree with you that the knowledge and experience gathered through practice. I believe evaluation of any thing is not very easy. troubles and hardship are perfect and remain longer in the memory. I have chosen to write on "IMC PLAN FOR TELETALK BANGLADESH LIMITED ". the knowledge and experience that I achieved through preparing this paper will remain in my filter and be exploited in near future for my own prosperity and development of our nation through my better business activities. Dear Sir.
Without his guidance and assistance.. this paper would not have seen the light of day.. Finally. and family members for supporting me. I would like to pay out humble gratitude to the Almighty Allah for giving us the ability to work hard under pressure. At the beginning. Assistant Professor of the Department of Marketing. Executive Summary IMC plan for Teletalk Bangladesh Ltd 4 . I humble pay my deepest gratitude and appreciation to Md. especially those who took the time and effort to share their thoughts and suggestions to improve the paper. my sincere gratitude goes to all employees of marketing department and external coordination department of Teletalk Bangladesh Ltd. Rajib Alom. my friends. ACKNOWLEDGEMENT The successful accomplishment of this term paper on the "IMC PLAN FOR TELETALK BANGLADESH LIMITED" is the outcome of the contribution of a number of people. Dhaka University. sharing their thoughts and giving me the moral support during the preparation of this paper.
this period might seem to be small.. Teletalk has introduced many attractive packages and all of them have been welcomed by the market. was formed to operate the network installed by BTTB and it has been successful in operating a standard network and give proper service to the people of Bangladesh. From the very beginning of its launching. The long awaited launching of a mobile telecom network by a state-run enterprise had finally materialized on 31 March 2005. and more value added services. It also fulfilled a cherished dream of people who continuously demanded to the government for such an enterprise. Teletalk got huge popularity as it triggered the true competition in the market. They expect continuous network coverage all over the country.compare them with what it could have achieved and also to scrutinize the opportunities and threats which are looming over. The government started the "Mobile Telephone Project" and Bangladesh Telegraph & Telephone Board (BTTB) was entrusted with the responsibility for implementing the same. The Project work started in June 2004 and the network was soft launched on 29 December 2004. I am happy that BTTB had been able to keep its promise and deliver in time. People have high expectation from Teletalk. data services of high band-width etc. Teletalk must honor its customers by improving its services day-by-day so that people can realize that even in a competitive scenario. the public sector organization can achieve remarkable development if they get opportunity. Probably it's the right times to asses the achievements it has made . Considering the time of operation of other existing operators in this field. prompt customer service. Two long year has passed since Teletalk started its commercial operation. but considering the second year of operation of an operator it's pretty significant a time. from Teletalk. Teletalk Bangladesh Ltd. IMC plan for Teletalk Bangladesh Ltd 5 .
Though the company has good image. if not more. car branding as a part of outdoor advertisement. The most remarkable success of Teletalk is the slump in Tariff Structure. The slump in price made mobile phone affordable even for the low-income group of people. Though.. As soon as Teletalk announced its tariff the long-lasting oligopoly between other private mobile operators were shattered. They recently have launched TV commercial for the target market and to inform and persuade the customer. For this reason now Teletalk has taken several billboards and bus. However. Using a mobile phone soon became a necessity. according to the marketing officials of Teletalk. it's no more a luxury. Healthy competition came into the mobile I market causing almost 50%. but weak promotional activities might not present the all the capabilities of the Teletalk mobile phone services in front of the new mobile phone seeker or mobile switcher or even the existing customers. Teletalk has a great success of road show program without any advertisement and promotion. quite interestingly enough. Moreover. Teletalk hasn’t done any special program regarding the promotional activities compare to other mobile phone operator of Bangladesh. So promotional activities are very important. Promotional strategy of Teletalk can be defined as the sales motivation and supervision strategy. Teletalk have involved some type of promotional activities weather enormous public support towards the Teletalk Company. IMC plan for Teletalk Bangladesh Ltd 6 . reduction in price both in terms of SIM price and usage rate. the customers are influencing the dealers to arrange more SIMs for them. there are some printed adds can be found in the newspapers.
.. . . Executive Summary 4... .. ... . ...... Letter of transmitter 2...... ... .... . . The New Proposal at a glance 3. .. . 2 2 4.2 Current offerings of TELETALK 3... SWOT analysis of this plan 9.... Conclusion 10. . Acknowledgement 3. . .. .... Recommendation Appendix A Bibliography ...1 Earning projection 3.... ......... . ..3 TELETALK’s target to enter into PCO ( Public Call Office ) market ... ... . ... . .1 TELETALK and its business analysis 4.. ... Features of the proposal 6. . ... .. .. Scope of the proposal 7.. Introduction 4. Objectives of the proposal 5. . .. . ... .. ... ..... . .... . IMC plan for Teletalk Bangladesh Ltd 7 . . . TABLE OF CONTENTS 1. Marketing plan 8........ ......... ..2 Features of the proposal 4... 3 4 5 7 16 21 21 22 ...
Figure 4... . LIST OF FIGURES Figure 1....... . . Submission Category wise Allocation Category wise SIM Distribution Plan SIM Withdrawal Rate . . IMC plan for Teletalk Bangladesh Ltd 8 . .... Figure 3......... .. ... . . Figure 2. 3 4 10 .. . .. .... .
With the advance of miniaturization. from Grameenphone. Grameenphone must honor its customers by improving its services day-by-day. date back to 1946. Prior mobile phones operating without a cellular network (the so-called 0G generation). It is not uncommon for young adults to simply own a mobile phone instead of a land-line for their residence. currently the vast majority of mobile phones are handheld. IMC plan for Teletalk Bangladesh Ltd 9 . data services of high band-width etc. where the phone becomes a key social tool. With high levels of mobile telephone penetration. People have high expectation from Grameenphone. with most adults and even school and college going young people now owning mobile phones. Now a days. where there is little existing fixedline infrastructure.. They expect continuous network coverage all over the country. prompt customer service. the mobile phone has become widespread. and more value added services. In a developing country like Bangladesh. such as Mobile Telephone Service. a mobile culture has evolved. These mobile phones communicate via a cellular network of base stations (cell sites). mobile phones is approaching to outnumber land-line telephones. which is in turn linked to the conventional telephone network and were first introduced in the early to mid 1980s (the 1G generation). most mobile phones were sufficiently large that they were often permanently installed in vehicles as car phones. Most current mobile phones connect to the network using a wireless radio wave transmission technology. mobile phones in Bangladesh have gone from being rare and expensive pieces of equipment used by businesses to a pervasive low-cost personal item. Introduction In less than fifteen years. and people rely on their mobile phone address book to keep in touch with their friends. Until the mid to late 1980s.
Channel i. • Channel Selection: BTV. ATN. • POP Media • Brochures. Ctg. Rajshahi. bunting. Ekhushay TV • Outdoor Media • • • Billboard: more than 500 billboard for Dhaka.. • • • International Event . Khulna and Barisal for other new cities Plastic Display: more than 100 for Domestic & International Airport for international roaming. GP Pacer unit and many other programs IMC plan for Teletalk Bangladesh Ltd 10 .Sports/Seminar//Workshop//Summit Available Trade Show & Exhibition. posters for new package & VASs. leaflets and user guide for Corporate. Branding & Action Plan : Media Action Plan Press Media Newspaper and Magazines ad: • Newspaper: Most of the popular dailies • Magazine: Especially Sports and Fashion magazine • Page Selection: Mainly Front Page. Flag lines. Neo Sign: more than 50 Neon signs for Dhaka & Ctg. Banner. • Event Mgt. pre-paid box sign for every dealer & outlet. • Show Time: Fixed Prime Time (FPT) Specially night news and sports time. Organize road show program as a part of door to door sales program. Ntv. 3rd page and last page Electronic Media TV Commercial (TVC) . Outlet Sign: 5000 no. Sylhet. VASs & package details.
IMC plan for Teletalk Bangladesh Ltd 11 . Planning also should integrate all key promotional efforts.. The final step in the marketing plan is the evaluation of performance. The purpose of the plan is to achieve harmony in relaying messages to customers and other publics. avenues and sources within a company into seamless program which maximizes the impact on consumers and other end users at a minimal cost. competitive position and desired customer actions. differentiation. a marketing budget is prepared and marketing strategies are finalized. The marketing strategy includes ingredients of the marketing mix plus all positioning. The marketing plan is the basis of the total integrated communication design. The IMC includes all business-to-business. external communications and internal communications. An IMC program consists of careful consideration of the company's image as well as the buyers to be served and the markets in which they are located. market share. Integrated marketing begins with the development of master marketing plan. as do the other elements of the promotional mix. Advertising programs build on this foundation. Integrated marketing communications is the coordination and integration of all marketing communication tools. and brand strategies the firm wants to use. The first step is a situation analysis which is the process of examining factors from the organization's internal and external environments. These six steps are similar to those prescribed by management strategies attempting to to integrate all company activities into one consistent effort. Based on these marketing objectives. channel. which in turn keeps the company's total communication in synch. customer. Marketing tactics emerge to guide the day by day steps necessary to support marketing strategies. The second step marketing objectives which are spelled out in the areas of sales. The analysis identifies external environmentally generated marketing problems and opportunities.
Quadir remained a shareholder of Grameenphone until 2004. The idea of providing universal mobile phone access throughout Bangladesh. Limited was established in the year 1996 and the company launched its operation in 1997 under the brand name 'Aktel'. and worked for three years gaining support from various organizations including Nobel Peace Prize laureate Muhammad Yunus of Grameen Bank and the Norwegian telephone company. HBTL was renamed Pacific Bangladesh Limited (PBTL) and Ending CityCell's monopoly business. TM International (Bangladesh) Limited. And in February 1996. 1996 and launched its operation in March 26. Bangladesh Telecom Limited (BTL) has obtained the license as the first company of the country to operate cellular. History of the Mobile phone in Bangladesh The number of mobile phone users in Bangladesh grew by 144 per cent in 2005. to 9. after meeting and successfully raising money from New York based investor and philanthropist Joshua Mailman. paging. market officials said yesterday. The big player GrameenPhone obtained its cellular license in November 28.85 million a year earlier. including its rural areas. products.4 million in December from 3. After leaving his job as an investment banker in the United States. Telenor. a joint venture company of Telecom Malaysia Berhad and A.75 per cent. who is currently the founder and director of the Legatum Center for Development and Entrepreneurship at MIT. IMC plan for Teletalk Bangladesh Ltd 12 . was originally conceived by Iqbal Quadir. Quadir traveled back to Bangladesh. The fast-growing mobile phone market is expected to have 18 million users by next year. He was finally successful in forming a consortium with Telenor and Grameen Bank to establish Grameenphone.7 per cent from 2. The gains raised the mobile phone penetration rate among Bangladesh’s 140 million people to 6.K. cellular 1993. He was inspired by the Grameen Bank microcredit model and envisioned a business model where a cell phone can serve as a source of income. and other wireless communication networks in 1989 and it turned into Hutchison Bangladesh Telecom Limited and launched Bangladesh's first cellular launched operation 'CityCell Digital' to in market its August. The business has grown day by day.. 1997 and never looked back. Khan & Co.
With more than 32 million subscribers (as of June 2011). 1999: Grameenphone started its service in Khulna. Telenor.2% and the remaining 10% is publicly held. a non-profit sister concern of the internationally acclaimed microfinance organization and community development bank Grameen Bank. Service also started in Sylhet and Barisal and thus all six divisional headquarters got the cellular network coverage for the first time Bangladesh. It is a joint venture enterprise between Telenor and Grameen Telecom Corporation. Grameen Telecom owns 34. June 1998: Grameenphone started its services in Chittagong.. 2000: Grameenphone started its services in Rajshahi.8% shares of Grameenphone.Grameenphone is the largest cellular operator in the country. September 20. History of Grameenphone Grameenphone is widely known as GP. August 2003: Grameenphone's subscribes base has become more than one million. June 2008: Grameenphone reaches 20 million subscribers landmark 4Ps’ of Grameenphone: Product IMC plan for Teletalk Bangladesh Ltd 13 . 1996: Grameenphone Ltd. With the slogan Stay Close. the largest telecommunications company in Norway. November 5. Cell to cell coverage between Dhaka-Chittagong was established. is the leading telecommunications service provider in Bangladesh. the education city of Bangladesh. November 2005: Grameenphone registered more than 5 million subscribers. 2006: Grameenphone crosses the 10 million subscriber mark after almost ten years of operation. It also established the first 24-hour Call Center to support its subscribers. Also cell to cell coverage between Dhaka and Khulna brought a number of other districts under coverage. owns 55. 2007: Grameenphone reaches 15 million subscribers mark. 1997: Grameenphone launched its service on the Independence Day of Bangladesh. stated goal of Grameenphone is to provide affordable telephony to the entire population of Bangladesh Chronology November 28. March 26. Grameenphone became the first operator in the country to reach the million subscribers. the industrial city of Bangladesh. Grameenphone was the first company to introduce GSM technology in Bangladesh. the second largest city and the port city of Bangladesh. received cellular license by the Ministry of Posts and Telecommunications of Bangladesh.
Instant Messaging. xplore Postpaid is the name of its post paid service. SMS Based Alerts/Services. Other Services Internet : Grameenphone provides internet service in its coverage area. Various other services like Stock Information. Cricket Updates. Grameen Telecom operates the national Village Phone programme. Music. This program has been replicated also in some other countries including in Uganda and Rwanda in Africa. Grameenphone also offers a youth based mobile to mobile connectivity within Bangladesh named djuice'. A typical Grameenphone tower IMC plan for Teletalk Bangladesh Ltd 14 . Most Village Phone participants are women living in remote areas. As it has EDGE/GPRS enabled network. CellBazaar : A service to enable users sell or buy products through mobile or internet. Mobile Backup etc.000 Village Phones in operation in 55. It offers the pre-paid subscription under the name Easy Prepaid which is currently calld "smile prepaid". acting as the sole provider of telecommunications services to a number of rural areas.000 villages around Bangladesh. alongside its own parent Grameen Bank and the International Finance Corporation (IFC). Village phone With the help of Grameenphone. Besides smile. Village Phone works as an owner-operated GSM payphone whereby a borrower takes a BDT 12.000 (USD 200) loan from Grameen Bank to subscribe to GP (Grameenphone) and is then trained on how to operate it and how to charge others to use it at a profit.. Grameenphone also offers postpaid mobile service. any subscriber can access to internet through this network. there are more than 255. Mobile Telephony Grameenphone was the first operator to introduce the pre-paid mobile phone service in Bangladesh in September 1999. Voicebased Services. BillPay : A service to enable users to pay their utility bills Electricity/Gas through mobile. Web SMS. Grameenphone was the first mobile operator in Bangladesh to offer EDGE services to its subscribers. As in September 2006. Downloads.
 These CICs are used for a wide variety of business and personal purposes. 26 CICs were established across the country as a pilot project. Grameenphone also trains the entrepreneurs so that they can give people advice on how to set up an e-mail account and best make use of the Internet. Grameenphone provides GSM/EDGE/GPRS infrastructure and technical support and other partners Grameen Telecom Corporation and Society for Economic and Basic Advancement (SEBA). are involved in selecting and training entrepreneurs to run the village centers.000 people will be within reach of each CIC. Community Information Centers Community Information Center (CIC) or GPCIC is aimed at providing internet access and other communications services to rural areas. Dhaka. The centers will be located in each Upazila (subdistrict) of Bangladesh. CIC project is giving up to 20 million people the chance to use the Internet and e-mail for the first time. there will be personal computers connected to Grameenphone's existing GSM mobile network. A gpc at Gulshan. In this information center. which has been upgraded with EDGE technology to offer data transfer speeds of up to 16 kilobytes per second. from accessing health and agricultural information to using government services to video conferencing with relatives overseas.. In this project. IMC plan for Teletalk Bangladesh Ltd 15 . Following a successful pilot project. In February 2006. Grameenphone is going to set up approximately 560 centers in communities throughout Bangladesh by the end of 2006. up to 15 villages containing up to 40. The computers in these centers in the pilot project are used by an average of 30 people a day. As a result. who pay a small fee to access email or Web pages.
under a single roof. Sagem and Benq. Motorola. but for the wide coverage IMC plan for Teletalk Bangladesh Ltd 16 . with all telecommunications products and services.. Samsung. EDGE/GPRS modems and accessories such chargers and headphones are also sold at GPCs. A grameenphone center also sells phones from vendors like Nokia. The high price of grameenphone is obviously not in the most competitive advantages that a company can achieve. Thus making the gpc's and ideal place for many for such a service. Introduction Growth Maturity Grameenphone decline A Grameenphone Centers Grameenphone center (GPC) serves as a "one stop solution" for customers. the GPCs tie up with handset manufactures and start a nationwide marketing scheme by selling the specific vendors products at a price lower than the market's or in bundle with a grameenphone connection loaded with free minutes. there are 76 GPCs and they are strategically located at all major locations of the country is operated by Grameenphone. As of late most of the newly opened gpc's are franchised. Price Pricing strategy of Grameenphone is the premium pricing strategy. Dhaka. A franchised gpc at Tejgaon. Most of these franchised outlets are in non-metropolitan areas. The GPCs also provide the flexiload service without charging extra for small denominations unlike many retailers in the country. because Grameenphone is the market leader. Every once a while. 2007. As of September.
Teletalk is maintaining the direct distribution strategies. Teletalk sells its sims through some banks recommended by the Teletalk company. telecommunications business faces constant challenges to their business model . quite interestingly enough. Though. according to the marketing officials of Teletalk. Teletalk is using the direct distribution strategies for placing the Teletalk products. there are some selected dealers.from the economy. competitors. and loyal customer it is still the market leader. Internet pricing is also in the competitive market and it has various product with various prices. They recently don’t have any plan to launch any promotional program. In order to meet this demand. there are some printed adds can be found in the newspapers. leading providers are reevaluating their customer relationship management strategies: the winning companies will be those that IMC plan for Teletalk Bangladesh Ltd 17 . Places/Distribution At present. However. the customers are influencing the dealers to arrange more sims for them. customers are demanding new service offerings and personalized customer care at a competitive price. For every area. The price of the sim is comparatively same compare to the other mobile companies.. At the same time. So till now. and regulators. Promotions Promotional strategy of Teletalk can be defined as the sales motivation and supervision strategy. because of the enormous public support towards the Teletalk Company. Moreover. Moreover. Teletalk haven’t involved any type of promotional activities. But the call charges are not so very low compare to the other service providers. who control that particular area in both sim selling and recharge card selling. Customer Focus Around the world.
leverage experience. technology. and best-practice processes to deliver a cost efficient customer experience that increases customer loyalty without breaking the bottom line. IMC plan for Teletalk Bangladesh Ltd 18 ..
Competitors Analysis At presents. horoscope. Services Gram een Voice SMS yes SMS (Short Yes Message Service) Email services ( cricket info. these are services that a subscriber mainly looks in his or her mobile phone. City cell 5. Bangla link 4. etc) Bangla SMS International Roaming There are also many other services. Warid Telecom Lets take a look at the services of the Teletalk’s competitors and their service charges. Aktel 3. They are – 1.. Grameen phone 2. Yes Yes Yes No Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes Yes Yes Yes City cell yes Yes AkTel Yes Yes Companies Bangla Link yes Yes Teletalk No Yes Different SMS Yes SWOT analysis of the plan IMC plan for Teletalk Bangladesh Ltd 19 . however. Teletalk 6. there are around 6 companies that are now in the mobile phone business.
Now let’s take a close look to the strengths. • • • • • A government Organization Low cost Service Public Support Technological Siemens A combination energy and experience in the work force support of • • • Highly Bureaucratic organization More time in Taking decision Taxes imposed by government S W O T • • Late No Decisions can cause trouble Promotional on Activities • Vulnerability Recharge card facility of the other company • Less number of Employees. weaknesses. opportunities and threats that Teletalk has. • • • Increasing Marketing share Public Image Price competitiveness CONCLUSION Teletalk is the first government owned cellular operator in Bangladesh.. Teletalk has a goal to receive an economic return on its investments and to contribute to the economic development of Bangladesh where telecommunications can play a IMC plan for Teletalk Bangladesh Ltd 20 .
which in turn enables them to afford a telephone service. Thanks to some of the dedicating employees in Teletalk. The main goal of Teletalk is to deliver SIM kits to the subscriber at a cheap rate and make a competitive market. generating a good business. When the Subscriber received their SIM kits. RECOMMENDATION IMC plan for Teletalk Bangladesh Ltd 21 . Thus development and business go together. People who believe that government organization is place where lengthy process in every single job.. Teletalk has created new dimensions of service quality. 10. All the categories of subscribers had collected their SIM kits through banks. As a government organization. might find Teletalk a new role model for Services Company. raising their productivity. This gain in productivity is development. This is the great achievement of Teletalk. the innocent smile of them shows recessive support to Teletalk. This is very satisfactory of SIM collection rate. Since its launching it has been working harder and harder to improve the service quality. is the theme of the Teletalk mobile service. Telephony helps people work together. a service that leads to good business and good development. Ours Phone. Teletalk believes in service. critical role.
Need to increase more customer care centers throughout the country. Teletalk should improve its service quality. Need to a creative team for idea building. Employ skill manpower to run the organization successfully so that Teletalk can compete with other mobile operators. 6. 2. 4. I would like to recommend some means to improve the program of promotion. Develop good communication with print media and visual media 5. sales promotion and advertisement.. Improve co-ordination among all the departments. 3. Appendix A Bibliography IMC plan for Teletalk Bangladesh Ltd 22 . More emphasize on post paid package immediately. 1. 7. There are some problems in the promotional development.
27 4. January 1989. 2003 by Steven J Skinner. George Matusky.. p. Business for the 21st Century. Rosenberg and Redell. 1. p. Ivancevich. Profits. Entrepreneur. “ Masters of Innovation. Adapted from Kevin McLaughlin and Scott Matulis. Jeffrey A Timmons.” Business Week. IMC plan for Teletalk Bangladesh Ltd 23 . 6. 2.” Success. September 1990. 3. John M.12 5. 1989. April 10. “The Competitive Edge. New Venture Creation: Entrepreneurship in the 1990s.