Case 1

TEAM:
With Grameenphone being the market
ROCKING TRIO leader in the telecommunicaton industry,
ROBI comes 2nd in the list of top players
in the market . As a consultant , how can
we make a market strategies for ROBI
regarding how can they beat
Grameenphone and become the market
leader
OVERVIEW OF THE PRESENTATION

Market Analysis:
1.GP and ROBIs
market position. Competitive
Promotional
2.Their customer Analysis : SWOT
Strategies
base. 3.Overall analysis
services provided
by them
 THE TELECOM
INDUSTRY of There are 6 mobile phone operator in Bangladesh

BANGLADESH
A SUCCESS STORY OF TWO DECADES The country’s march
towards materializing its vision ‘Digital Bangladesh’ has brought
impressive growth in the telecommunication and information
technology sector.

. Bangladeshis now the

eighth largest mobile
market in the world in
terms of unique
subscribers
Company Name Market Market Share(%)
Share(Million)
Grameenphone 41.792 41.18
Ltd.(GP)
Oeascom Telecom 25.921 26.63
Bangladesh Ltd.
(Banglalink)

Robi Axiata Ltd. 21.403 21.65

(Robi)
Airtel Bangladesh 7.472 7.26
Ltd.(Airtel)
Teletalk Bangladesh 1.831 1.70
Ltd.(Teletalk)
Pacific Bangladesh 1.451 1.58
Telecom Ltd.
(Citycell)
 The Total Number Of Mobile Phone Subscribers
Has Reached n165.612 Million At The End Of
January ,2020

The mobile phone subscribers are

given below
Operator Subscriber
Grameen Phone 76.469
Robi 49.321
Banglalink 34.948
Teletalk 4.877
Total =165.615
 Grameenphone
Overview of the company
On the Independence Day of Bangladesh in the year 1997, Grameenphone
Ltd launched itself with the mission of leading the industry and exceed
customer expectations by providing the best wireless services , making life
and business easier.

The values of the Grameenphone is “make it easy ”, “ keep

promises” ,” be inspiring” , “ be respectful ‘.

The brand promise of the organization is “stay close”

Customer loyalty , competent workforce and consistent strategy are the core
components that have helped Grameenphone reach this highest position in
Bangladesh
Marketing Strategy Of Grameenphone

1.Segmentation .
2.Targeting.
3.Positioning.
4.Products.
5.
Pricing Strategy.
6.Place.
7.
Promotion.
8.The
advertising tools.
Targeting 1. A well defined target market is the first element to a
marketing strategy . The target market and the
marketing mix variable of product, distribution,
promotion and price ,the major element of a marketing
mix strategy that determine the success of a product in
the market place.
2.Grameenphone influenced its
target market by advertisement.
3.For different types of target market
Grameenphone launched different types of product and
different types of advertisement.
Advertising tools
 ROBI Objectives:1 Number one
telecom company in Bangladesh. 2.
Have the largest coverage .
3.Have the greatest number of
customer.
4.Researching and resolving
Vision : “TO be the customer highlighted issues and
leader of problems.
telecommunication 5.Retain valuable customers for the
service provider in company as well as generate
Bangladesh” revenue and increase company's
profitability.
6.Maintain a management culture of
high performance and strong
accountability.
7.Treat customer with courtesy and
respect.
 Target Market

g
Teena
SLOGAN er

Lower
middle
class

Upper class
 Package
ROBI
Promotional Activities

Pre- paid Post-paid

 SWOT Analysis of
Grameenphone Ltd
Weakness Threats
STRENGTH Opportunities
es

1.Market leadership and

financial soundness.
2.Largest
geographical coverage . 1.Comparatively high 11.Increased demand for
1.Aggressive market
3.Largest call rate. telecom service.
strategies by
coverage of international 2.Complicated 2.Continuous growth
competitors.
roaming service. pricing structure. opportunities.
2.Switching behavior
4.Strong distribution 3.New international
of customers.
channels. gateway.
3.More rigid
5.Dynamic management 4.Increased cross border
Government
team. communication
regulation
6.24- hour customer
services.
7.Skilled human
resources
 SWOT
Analysis of
ROBI
Weakness Threats
STRENGTH Opportunities
es

1.Low call rate. 1. New product idea.

1.Lack of
2.Large network 2.Large market
experience.
coverage. availability of raw
2.Short of sales
3.Large investment. material. 1.Existing competitor.
people.
4.Low sim rate. 3.Low price of raw 2.Political unrest.
3.Newly
5. Company image. material. 3.Extortion and rising
established.
6.Existing channel. 4.Good amount of crimes.
4.Small number
7. Well management investment. 4.New competitors
of customer.
capability. 5.Good support from
5.No brand
8.Skilled worker.. mother company.
reputation.
6.High technological
networking system
 Promotional
strategies for
Robi
New SIM
card
All the offer and information
Develop.
56,790, regarding Robi should available
Strong 10% 56,790,500
there . IT can
Users provide
around with free
the world
Revenue from sales
advertisement of Project Achievements music , weather forecast etc in
the app as well.
the SIM and
ROBI app. 500
Focus On the target population

03
CAMPUS CAMPAIGN
 Promotion

Awareness camping against ROAD ACCIDENT,

CORONA. Providing Leaflet , Mask, Sanitizer to
the poor people.

Can provide volunteer ,those will help people to

obey traffic rules.
 Promotion

Do Campaign in the Rural and

Hilly area and help the rural
people to know about ROBI .
MOST IMPORTANT: Have
to ensure a strong
network ,specially in the hilly
area .

Low call rate

Thanks!
Any questions?