An Assignment

On
Evaluation of Marketing Strategies of Mobile Phone Operators in Bangladesh

Submitted to:

Saif Ahmed Khan Rezvy

Dept. of Business Administration

Bangladesh Islamic University

Submitted by:

Name: Sanjida Islam Sohaly

ID: BBARF 401911015

Batch: 40th

Dept: Business Administration

Bangladesh Islamic University

Date of Submission: 22-06-2020

EXECUTIVE SUMMARY

This report is a part of the requirement for completing the course ‘Marketing
Management’. The objective behind this report is to grasp a deeper
understanding of the present telecommunication industry in Bangladesh.

As can be seen when the report is thoroughly reviewed, the 6 telecommunication

companies- Grameen Phone, AKtel, Banglalink, Teletalk and the new entrant
Warid Telecom- are striving to have the most share in the total market. Either
through providing better network or through lower call rate, each of the
telecommunication companies is creating their own style of capturing new
customers and retaining old ones.

All the telecommunication companies have made their packages –prepaid and
postpaid- with lots of attributes and benefits. Through the survey it was
acknowledged how each of the respondents reacts to those features and how
they evaluate those characteristics. Their likings, disliking, perceptions and
expectations are all reflected in this report through some diagrams derived by
using the SPSS software.

The report ends with some recommendations on the present telecommunication

companies and they are based on the findings of the survey.

 Introduction

Telecommunication industry in Bangladesh is considered to be the most

competitive industry of Bangladesh. The industry has reached to almost of its
mature stage. And the companies in the field are facing a tough fight while
expanding.

 Origin of the Report

This report entitled Report on ‘Telecommunication Industry in Bangladesh’ is a

requirement for the completion of the course Marketing Research. The main
purpose of this report is to exchange and relate theoretical knowledge with real
life situation. Under the instruction and guidance of the course instructor
Lakkahan Chandra Robi Das, we have taken the initiative to prepare this report
with much precision and by being completely unbiased.

Objective of the report

The main objective is to gather information about marketing communication

strategy of telecommunication companies in Bangladesh
 Other Objectives:

  To gather information about the present state of the telecommunication

companies in Bangladesh.

  To have a clear understanding about the importance of Marketing strategies

management in the success of an organization.

  To learn about different marketing mix used by Telecommunication to sustain in

the competitive market.

Methodology

The study is descriptive and exploratory in nature.

Source of Information

The data are collected from secondary sources.

Secondary Sources

The secondary data were collected from the following sources:

  Internal newsletter of the company

  Various research journals of different research organizations

  Web pages

   Annual reports of the company

  Various books and other internal publications of the company

Scope of the Report

The study is focused on Dhaka city. This report is limited only by its marketing
activities, and not related with any other departmental activities. The report is not
subjected to any personal clarifications, and confidentiality of some information
was a strict requirement on organizations’ part.

Limitations

 Time Constraints: During the data collection procedure pressure was created

for the limitation in time. Due to unavailability of sufficient time, the interviewee
 could not spare time so as when to be interviewed. After several requests for an
appointment, the time was spared but it got a little late on our side to prepare the
report days before the submission date.
 Amateur: Due to lack of practical experience, some errors might have occurred
in the proper implementation of this report, so maximum effort is expended to
reduce errors.
 Work Load: The burden of other courses during the preparation of this report
might have deprived the full concentration that the report actually required.

Chapter: 02

Company overview

OVERVIEW OF GRAMEEN PHONE

Grameenphone was offered a cellular license in Bangladesh by

the Ministry of Posts and Telecommunications November 28, 1996

Grameenphone launched its service on the Independence Day of Bangladesh in

March26, 1997

After almost 10 years of operation, Grameenphone has over 10 million

subscribers

Grameenphone is now the leading telecommunications service provider in the

country with more than 10 million subscribers as of November 2006.

Presently, there about 15 million telephone users in the country, of which, a little
over one million are fixed-phone users and the rest mobile phone subscribers.

Starting its operations on March 26, 1997, the Independence Day of Bangladesh,
Grameenphone has come a long way. It is a joint venture enterprise between
Telenor (62%), the largest telecommunications service provider in Norway with
mobile phone operations in 12 other countries, and Grameen Telecom
Corporation (38%), a non-profit sister concern of the internationally acclaimed
micro-credit pioneer Grameen Bank.

Over the years, Grameenphone has always been a pioneer in introducing new
products and services in the local market. GP was the first company to introduce
GSM technology in Bangladesh when it launched its services in March 1997.The
technological know-how and managerial expertise of Telenor has been
instrumental in setting up such an international standard mobile phone operation
in Bangladesh. Being one of the pioneers in developing the GSM service in
Europe, Telenor has also helped to transfer this knowledge to the local
employees over the years.

Grameenphone is one of the largest private sector investments in the country

with an accumulated investment of BDT 5200 crore up to December 2005.
Grameenphone is also one the largest taxpayers in the country, having
contributed nearly BDT 5000 crore in direct and indirect taxes to the Government
Exchequer over the years. Of this amount, BDT 1670 crore was paid in 2005
alone.

GP was also the first operator to introduce the pre-paid service in September
1999. It established the first 24-hour Call Center, introduced value-added
services such as VMS, SMS, fax and data transmission services, international
roaming service,WAP, SMS-based push-pull services, EDGE, personal ring back
tone and many other products and services.

Grameenphone nearly doubled its subscriber base during the initial years while
the growth was much faster during the later years. It ended the inaugural year
with 18,000 customers, 30,000 by the end of 1998, 60,000 in 1999, 193,000 in
2000, 471,000 in 2001, 775,000 in 2002, 1.16 million in 2003, 2.4 million in 2004
and it ended 2005 with 5.5 million customers.

From the very beginning, Grameenphone placed emphasis on providing good

after-sales services. In recent years, the focus has been to provide after-sales
within a short distance from where the customers live. There are now more than
600 GP Service Desks across the country covering nearly all upazilas of 61
districts. In addition, there are nine GP Customer Centers in all the divisional
cities and they remain open from 8am-8pm every day including all holidays.

GP has generated direct and indirect employment for a large number of people
over the years.The company presently has more than 3,000 full, part-time and
contractual employees. Another 70,000 people are directly dependent on
Grameenphone for their livelihood, working for the GP dealers, retailers, scratch
card outlets, suppliers, vendors, contractors and others.

In addition, the Village Phone Program, also started in 1997, provides a good
income-earning opportunity to more than 200,000 mostly women Village Phone
operators living in rural areas. The Village Phone Program is a unique initiative to
provide universal access to telecommunications service in remote, rural areas.
Administered by Grameen Telecom Corporation, it enables rural people who
normally cannot afford to own a telephone to avail the service while providing the
VP operators an opportunity to earn a living.
The Village Phone initiative was given the “GSM in the Community” award at the
global GSM Congress held in Cannes, France in February 2000. Grameenphone
was also adjudged the Best Joint Venture Enterprise of the Year at the
Bangladesh Business Awards in 2002.

Grameenphone considers its employees to be one of its most important assets.

GP has an extensive employee benefit scheme in place including Gratuity,
Provident Fund, Group Insurance, Family.

The shareholders of Grameenphone contribute their unique, in-depth experience

in both telecommunications and development.

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. 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

Mission, Vision and Objective of GrameenPhone

Mission

To provide best quality wholesale products and services by innovating and

developing customer-complete solutions.

Vision:

The vision of GrameenPhone Ltd. is “To be the leading provider of

telecommunication services all over Bangladesh with satisfied customers,
shareholders and enthusiastic employees”.

Objective

GrameenPhone Ltd. has a duel objective to receive an economic return on its

investments and to contribute to the economic development of Bangladesh
through telecommunication. This is why Grameen Phone, in collaboration with
Grameen Bank and Grameen Telecom, is aiming to place one phone in each
village to contribute significantly to the economic benefit of the poor. It is on the
way to bring a total revolution in the telecommunication field. By attaining the
success factors, Grameen Phone would like to be recognized as a reliable,
honest and committed company to its valued subscribers and stakeholders.

 Strategy of GrameenPhone
The basic strategy of GrameenPhone Ltd. Is for the overall coverage of both
urban and rural areas. It builds continues coverage, cell after cell, with an
intention to bring the whole country under its network. Though the priority of the
intensity of coverage varies from area to area, the basic strategy of cell-to-cell
coverage is applied through the whole country. Presently it has network coverage
in 57 districts around the country including all six divisional headquarters, with
749 base stations in operation. GrameenPhone’s strength comes in their strong
network capability, extended product line and services attracted the customers
very quickly. GrameenPhone offers a number of products and value-added
services to its valued subscribers. These attractive products and services are
designed to cater to the needs of the individual subscribers. There are six
products currently being offered by GrameenPhone. The products are: GP
Regular, GP National, Anytime 300, Anytime 500, EASY GOLD and EASY Pre-
paid. In addition, GrameenPhone offers a number of Value-added Services (AS)
to its subscribers. These include Text Messaging (SMS), Voice Mail, Fax/Data
service and Wireless Application Protocol (WAP). The SMS-based Push-Pull
Service was also launched in January 2003. Also GrameenPhone’s subsidiary
Djuice created a heavy buzz in the market when introduced in the middle of
2005. GrameenPhone targeted the younger generation of audiences with the
brand and became an instant hit. The made heavy promotions for the brand &
value added services that they were providing with it. Concerts, fairs etc attracted
people to buy Djuice.  Product positioning & repositioning is one of the major
strength of the company. Their product line is one of the most comprehensive in
the business. Services are launched keeping in mind each and every segment of
the market. They also reposition their product on the basis of change in the
environment. Price flexibility is another strategy that the company follows
prominently. In case of product overlap (i.e. easy pre paid & Djuice), occasions or
simply for promotion the company exercises the price flexibility issue effectively.
GrameenPhone’s creative cell is one of the best in the country. Their recent
advertisements are a big hit in the country. They spend more than anyone in the
ad campaign in this industry.  GrameenPhone believes that good business leads
to good development, since high level of productivity is development. The
activities of GP contribute to the socio-economic development of Bangladesh in
many different ways. In the sports arena, GP is currently sponsoring the
Bangladesh National Cricket Team for a period of two years through 2003-2005.

PROMOTIONAL STRATEGY OF GRAMEEN PHONE

The business environment in telecommunication industry has become very

competitive. The industry has reached to the maturity stage. Therefore the
companies in this industry make the best way to communicate with the potential
as well as existing customers.
As like others Grameen Phone also make the best use of the following
communication mix:

 Advertising
 Sales Promotion
 Public Relation
 Personal Selling
 Direct Marketing

Advertising

Grameen Phone uses advertising specially to promote its newly launched

packages or offers.

As the customers are using multiple connection therefore, Grameen Phone

introduces new offers frequently to hold its existing customers.Grameen Phone
mainly uses Television and Newspaper. But it also uses outdoors and internet.

Newspapers

Any day, if you hold a national news paper, you will find an advertisement of
Grameen Phone. Almost all the national news paper are used as the vehicle to
carry the advertisement. But some of the news paper which carry the ads for the 
maximum times are:

 Prothom Alo
 Jugantor
 Daily Star
 The Independent

Television Commercials

Television is equally important as mode of advertisement compared to

newspaper. It is so because it can convey a message to a large number of
people at a time.

Grameen phone’s TVC are maninf formulated with the objective to remind the
people about their existence and to promote their new packages or services.

TVC are executed through the leading national satellite channels. Such like:

 Channel One
  Channel I
 E TV
 Boishakhi etc

The style of the TVCs are musical, personality symbol and lifestyle for the Djuice.

The TVC are created by experts of famous AD agencies. Bitopi Ad Agency works
permanently for creating ads for Djuice.

The theme of the ads are either created by the Ad firms or sometime by
themselves.

Grameen Phone also sponsors many livr or recorded programs such like

Tritio Matra.

Outdoors

Another important mode of advertisement is outdoors. Outdoors take the part of

billboards. The billboards are maximally found beside the highways and in the
crowded areas.

Sales Promotion

Sales promotion of GP is mainly talk time based. It takes the form of the following
types:

Premium: Grameen Phone provide free talk time during the purchase of a

connection.

Contest : Grameen Phone arranges for many contest. One of the very famous of
such is Djuice Drockstar.

Events: Grameen Phone hosts many events like concerts at different cities all
over Bangladesh.

Sponsor: Grameen Phone Sponsors Bangladesh Cricket Board. It also sponsors

many tournament regarding different games like Golf, Cricket etc.

Patronage Reward: Grameen Phone provides Thank You Bonus for the regular
use of Grameen Phone.
Point of Purchase: Displays, posters, sign boards, danglers. oblars, buntings
etc are some form of POP that are found in a large numbers of shops all over
Bangladesh. This plays a very important role in positioning the brand.

Public Relation

Grameen Phone plans to build good relations with the company’s various publics
by obtaining favorable publicity, building up good corporate image.

It makes contracts with different NGOs and communities.

Its different activities and newly products are publicized.

Some of the important tools by which GP builds its public relation are as follows:

 Written Materials: GP publishes annual reports at the end of each year for the
interest of stakeholders. GP also publishes newsletters at the end of each month
which are available for the postpaid subscribers and are also available at the
Grameen Phone Centre.
 Audiovisual Materials: GP employees use slide and sound programs and films
when they are in any meeting or agreements with other companies.
 Business cards used by the employees of GP, Logo, Printed stationeries etc are
also used as important tools for Public relation.
 Web site of GP is very well designed and are very convenient for the people to
gather different information about GP.

Direct Marketing

A large number of GP’s sales personnel are involved in making corporate sales
in large organizations. GP is leading in corporate sales in Bangladesh. Direct
marketing also help GP to gain lasting customer relationship with these
organizations.

Overview of Banglalink

The long awaited launching of a mobile telecom network by a state-run

enterprise had finally materialized on 1 March 2005. It also fulfilled a cherished
dream of people who continuously demanded to the government for such an
enterprise. 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 1 march, 2005. I am happy that BTTB had
been able to keep its promise and deliver in time.
Banglalink was formed to operate the network installed by Ericsson and it has
been successful in operating a standard network and give proper service to the
people of Bangladesh. Banglalink has introduced many attractive packages and
all of them have been welcomed by the market. From the very beginning of its
launching,

Banglalink got huge popularity as it triggered the true competition in the market. I
am happy to know that within one year, Banglalink has covered 64 districts, 120
upazillas and most part of the three major highways of the country. However,
there is still a long way to pass for improving its network.

People have high expectation from Banglalink. They expect continuous network
coverage all over the country, prompt customer service, and more value added
services, data services of high band-width etc. from Banglalink. Banglalink 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.

Vision

Banglalink understands people’s needs best and will create and deliver
appropriate communication services to improve people’s life and make it easier.
The biggest barrier today for people is the cost of handsets. Banglalink strive to
lower the total cost of owning a mobile. They are here to help make a difference
in people’s lives by providing affordable and reliable connectivity solutions. The
company strives to connect people and link their lives by listening to them and by
understanding their needs. They are here to help you speak your language.

Objectives of  Banglalink:

  To provide mobile telephone service to the people from the public sector;

  To ensure fair competition between public and private sectors and thereby to
safeguard  public interest;

  To meet a portion of unmitigated high demand of mobile telephone;

  To create a new source of revenue for the government.

 PROMOTIONAL STRATEGY OF BANGLALINK

Promotion:
Promotion is one of the marketing tools that a company uses to achieve its
marketing objectives. Each promotion tools has unique characteristics to improve
their total sales. Banglalink are trying to do more promotional activities for their
service. Banglalink Marketing promotion can be classified in several steps

Advertisements in the national newspapers

Examples of advertisements published in the national newspapers:

Advertisements through billboards

The billboards installed so far by Banglalink Bangladesh Limited are listed below:

Table 2: Advertisements through billboards

SL No Location qty View

1 Kachpur- Dhaka Facing 1
2 Op N. U- Dhaka Facing 1
3 Saidabad bridge 1 Unipol
4 Mohakhali Flyover (Both) 1 Unipol
5 Shahabagh 1
6 GEC Circle (Ctg) 1
7 Gabtoli Bus Stand-Savar face 1
8 Chittagong Railway Station 1
9 Dhanmondi Rassel Square 1
10 Cox’s Bazar,near sea beach 1 Unipol
11 Patanga sea beach more 1
12 Dewanhat moor, Ctg 1 Unipol
13 Zatrabari Moor 1 Unipol
14 Uttara, Azampur 1 Unipol
15 Asulia road, Dhaka 1 Unipol
16 Khamarbari, Farm gate 1
17 Sheraton Hotel 1
18 Gulshan-1, Moor 1
 19 Khilgaon Flyover 1 Unipol
20 Mohakhali, Airport 1
21 Bus Branding 10 Bus
22 Agrabad, SK Mujib Road 1 Unipol
23 Banani, Front of Community Center 1 Unipol
24 Malibagh Moor 1
25 Mirpur-10 1  
26 Hatikamrul Moor, Shirajgang 1 Unipol

 Advertisement through Electronics media: Banglalink published their

advertisement different channel as like- ntv, channel 1, Rtv, Bangla vision, ATN
Bangla, radio today etc.

Personal Selling:

Personal presentation by the firm’s sales forces for the purpose of making sales
and building customer relationship. Banglalink uses personal selling in different
stages of marketing and distribution. Company distributes their product (SIM,
Scratch, I-top, Cash card) among the wholesalers and retailers by maintaining
the excellent relationship. Banglalink’s communicate with corporate client by its
sales force building and keeping relationship with potential and existing valued
customer.

Sales promotion:

Sales promotion includes a wide way of tools that can attract consumer’s
attraction, strong incentive of purchase, free gifts, discount and several types of
occasional program.

Banglalink sales promotion includes credit sales, commission etc. Banglalink

arrange conference every year among the dealers, wholesalers and retailers.
They always try to influence and convince them for creating a market demand
and sale their product. here is some examples of Banglalink promotion that can
be highlighted :

Road show: Banglalink organized a two days long road show. Here subscribers
got the opportunity to buy SIM of different pre-paid package at 70TK,where
regular offer is 150TK.
Handbag Distribution: At Bangla academy “Ekusay Boi Mela” Banglalink
distributed handbag in visitors who bought book from fair. There was slogan on
handbag for raising awareness for reading book.

Scarf Distribution: Banglalink distributed scarf to attract their existing and new

customer at Pahela Baisakh, That scarf create brand awareness of Banglalink.

Public Relation:

Public relation is used to promote products, people, places, ideas, activities,

organizations and even nations. Public relation can also influence a product
sales or brand awareness. Banglalink arrange meeting always with the
wholesalers and retailer for maintaining a good relationship with them. General
people can also come to the Banglalink office for their queries and for expressing
their concern about any telecom related factors. Following address is the public
relation office of Banglalink:

Overview of Teletalk

History

Starting of mobile telephone service through a state-run entity was the cherished
dream of all people of Bangladesh. Bangladesh Government had honored the
dream by including this issue in its election pledge. Our government had taken
several positive steps for making this dream into a reality. Though money is very
hard to come by in the national budget, our government had allocated
approximately Taka 800 (eight hundred) crore for the mobile telephone project.
We have also created the new company Teletalk Bangladesh Limited to operate
and render its services to the people. (The present government is committed to
reach mobile telephony to the doorsteps of the common man at an affordable
price. Teletalk, a state-run public mobile-telephone company was launched with
that objective in mind. The venture has proved to be successful one, as the
introduction of Teletalk has led to reduction of tariffs in mobile telephone services
rendered by other providers as well.Teletalk is the only state-run mobile
telephone service provider in the country. It has already completed one year of
operation. In this year Teletalk has a story of success as well as failure. On the
other hand, there is still undesirable weak or no network in some important
places despite its best and sincere efforts.

People’s expectation from Teletalk is very high – people have shown tremendous
enthusiasm to have a connection of Teletalk mobile phone. Therefore, Teletalk
must honor its customers by improving its services day-by-day so that people
may be proud of the organization. This state-run company should however, be
given enough authority and freedom to expand its network and to provide more
and more value added services to strengthen its position in the market. This will
not only create a source of revenue for the Government but also give rare
opportunity to the public to have better and quality services at cheaper rates.

Marketing System

 Product
 Price
 Promotion
 Place

Service

Teletalk is a service based industry. So it always tries to maintain the quality of

the service when it serves to the customers. And teletalk has done the job by
offering different type of package.

Price

Pricing is one of the marketing mix tools that a company uses to achieve it
marketing objectives. Teletalk decides its service pricing on the basis of cost
based pricing.  They always think about the consumer purchase capability. That’s
why they try to fix a reasonable price for the consumer.

Promotion Strategy of Teletalk

Promotion is one of the marketing tools that a company uses to achieve its
marketing objectives. Each promotion tools has unique characteristics to improve
their total sales. Teletalk are trying to do more promotional activities for their
service. Teletalk Marketing promotion can be classified in several steps:

 Advertising

Teletalk first promotional activity is advertising. They know that advertising is the
way where massage could be delivered to the consumers mind. And this
Massage can be delivered to the consumer by the sound, music, choreography,
lighting and performer appearance. Advertisement massage must be believable,
meaningful and distinctive. Advertising can be used to buildup a long-term image
for a product and also can trigger quick sales. So that they invest a huge amount
of money for advertise to create a brand loyal customer.

Advertising media:
  Newspaper
 Web site
 Magazine

Personal Selling

Personal presentation by the firm sales force for the purpose of making sales and
building customer relationship. Teletalk uses personal selling in different stages
of marketing and distribution. Company distributes their product (SIM, Scratch,
Cash card) among the wholesalers and retailers by maintaining the excellent
relationship.

 Sales Promotion

Sales promotion includes a wide way of tools that can attract consumer’s
attraction, strong incentive of purchase, free gifts, discount and several types of
occasional program. PHP sales promotion includes credit sales, commission etc.
PHP arrange conference every year among the dealers, wholesalers and
retailers. They always try to influence and convince them for creating a market
demand and sale their product.

Public Relation

Public relation is used to promote products, people, places, ideas, activities,

organizations and even nations. Public relation can also influence a product
sales or brand awareness. Teletalk arrange meeting always with the wholesalers
and retailer for maintaining a good relationship with them.

 Place

Place is very much important for product sale. Place depends on good location,
transportation facility, availability, channels etc. and teletalk select a right place
named Banani, from this place people can easily buy the product and there
transportation system is very easy and available.

 Overview of ROBI

ROBI is the dynamic and leading end-to-end countrywide GSM mobile

communication solutions of TM International (Bangladesh) Limited. It is a joint
venture company between Telecom Malaysia Berhad and A.K. Khan & Co.
Limited, which was established in the year 1996, and services launched in 1997
under the brand name ROBI.
Today, ROBI is recognized as a leading brand in Bangladesh and this is driven
by our persistent pursuit of quality and technology, putting it clearly ahead of the
rest. The future with ROBI is promised to be exciting as we strive to employ the
best resources and latest technology in offering many more innovative and
exciting products and services

Vision

To be the most preferred GSM cellular service provider in Bangladesh.

Mission

To provide total customer satisfaction as the company strives to become the

most preferred GSM cellular service provider in Bangladesh. TMIB will achieve
this through developing people, products, and services of the highest quality and
meeting the needs of its employees, shareholders and the nation.

1)   Total quality objective

2)   Total commitment to the needs of our customers,

3)   Following the highest ethics standards,

4)   Continual improvement of all work processes,

 PROMOTIONAL STRATEGY OF ROBI

Advertising of Robi

To advertise their products and services to the market Robi uses various types of
media that are available. Form television commercials to newspaper and
magazine they are now even sponsoring the evening news headlines.

Advertising media

Robi currently uses both electronic and print media for advertising its product and
services.

          The following tables show the proposed Medias for Robi.

Electronic media Print media

 Television  
  Radio
 Internet
 Newspaper
 Billboard
 Leaflet
 Flyer
 Poster
 Banner
 Shop-sign

 Television as advertising: Television advertising will be among the most

effective media to reach the customer.

The new television advertisement will be broadcasted in all national and private
television channels before and middle time programs included. Robi can
advertise its SME package.

 During news.
 During the popular talk show.
 During the popular package magazine programs.

Newspaper as an advertising: Newspaper is among the most effective medium

for the advertising of Robi. It will be the most cost effective medium to reach the
geographically dispersed target market.

Focus:

  Daily Prothom Alo

  Daily Jugantor

  Daily Ittefaq

Billboard: Billboard attracts attention and appeal to customer so that they are

aware of Robi SME. Billboard can be put on main roads and some major
shopping center around Dhaka city.

Sales promotion: Sales promotion is very important specially in case of

introducing a new product to create the initial demand for SME package. Robi
can use sales promotion as a tool.
Direct Marketing: Direct Marketing can also be effective media of promotion for
the Robi SME. Directly visiting the customer could not be cost effective and
feasible for Robi.

Public Relation: Public relation can also influence a product sales or brand

awareness. Robi arrange meeting always with the wholesalers and retailer for
maintaining a good relationship with them.

Overview of Airtel

A new Middle East Based telecom company named Airtel Telecom is on its verge
to enter into Bangladesh in the next few months. Their strategies are yet to be
known to public. However rumor and public opinion expects Airtel to make the
mobile phone service industry further competitive.

 PROMOTIONAL STRATEGY OF AIRTEL

Advertising of Airtel

To advertise their products and services to the market Airtel uses various types
of media that are available. Form television commercials to newspaper and
magazine they are now even sponsoring the evening news headlines.

Advertising media

Airtel currently uses both electronic and print media for advertising its product
and services.

          The following tables show the proposed Medias for Airtel.

Electronic media Print media

 Television
 Radio
 Internet
 Newspaper
 Billboard
 Leaflet
 Flyer
 Poster
 Banner
 Shop-sign
 Television as advertising: Television advertising will be among the most
effective media to reach the customer.

The new television advertisement will be broadcasted in all national and private
television channels before and middle time programs included. Airtel can
advertise its SME package.

 During news.
 During the popular talk show.
 During the popular package magazine programs.

Newspaper as an advertising: Newspaper is among the most effective medium

for the advertising of Airtel. It will be the most cost effective medium to reach the
geographically dispersed target market.

Focus:

  Daily Prothom Alo

  Daily Jugantor

  Daily Ittefaq

Billboard: Billboard attracts attention and appeal to customer so that they are

aware of Airtel SME. Billboard can be put on main roads and some major
shopping center around Dhaka city.

Sales promotion: Sales promotion is very important specially in case of

introducing a new product to create the initial demand for SME package. Airtel
can use sales promotion as a tool.

Direct Marketing: Direct Marketing can also be effective media of promotion for

the Airtel SME. Directly visiting the customer could not be cost effective and
feasible for Airtel.

Public Relation: Public relation can also influence a product sales or brand

awareness. Airtel arrange meeting always with the wholesalers and retailer for
maintaining a good relationship with them.

SWOT ANALYSIS

SWOT Analysis Grameen Phone

Strengths:

Market leaders: GP is the first organization in Bangladesh which have reached

to the general people.

Network Availability: GP has widest network coverage and a large of BTS

station (Tower all over Bangladesh).

Brand name of Grameen  image: Grameen Bank is well know all over the
country because of its appreciable activities in financial sector for poor people in
Bangladesh.

Financial soundness: Because of the effective planning grameen phone is able

to earn a healthy amount of revenue which gives then financial soundness.

High ethical standard: To keep the quality of service GP is street to follow its
ethical standard.

Weakness:

 Complicated Pricing Structure: GP has lots of product. The pricing of these

products and their billing policies are different which also difficult for a users to
understand.
 Incomplete Messages through promotional activities: Most of the time the
advertisement of GP do not clear. The appropriate message not only that most
are also so confusing to understand
 Different department are not working together: The inter connection of the
department little bit weak.

Opportunities:

1. Economic growth of Bangladesh: The economic growth of country  will

increase the expansion of telecommunication industry.
2. New and better interconnect agreement: GP is going to have agreement with
TK. To have better from land phone.
3. Huge demand for telecom services: The market of telecommunication is
expending. So, this is easy for GP to achieve the major portion of expanded
market because of its leading position.

 Threats:

1. More rigid Government regulations: Government is becoming restricted for

taking away currency from the  country.
2. Political Instability: Political instability is another threat because with the
change of Government, policies are also changed.

3. Devaluation of Taka: As the investment occurs in foreign currency that’s why

the devaluation of Taka decrease profit financial profit of view.

 SWOT Analysis of Banglalink Bangladesh Ltd:

Table: SWOT of Banglalink

Strength weakness
1. Low cost provider regarding its  The progress of development of
competitor. network is far below from the subscriber
2. Banglalink’s all connections are expectation.
ISD & EISD.  Lower number of human resource.
3. Banglalink is the only  Failed to identify difference between
indigenous company using developed market and developing
GSM service. market.
4. From the very beginning it is  Banglalink does follow aggressive
providing free TNT incoming & marketing but it should follow smooth
Outgoing. strategy.
5. It has also provided incoming  Banglalink faces coordination problem
facility up lifetime. of Management system.
6. Moreover its contribution to our
economy can be notable.  
Opportunities Threats
   1. Banglalink can use the image of 1. An upcoming mobile service provider named
multinational organization. WARID TELECOM a concern of Dhabi group and
present market rivals.
   2. Introduction of new technology
and services. 2. The invention of technology which is
new modern and consumer oriented.
   3. Expand the market in the rural
area. 3. Another invisible threat is land phone
operator.
   4. Banglalink can use the
experience strong network
facilities.

5.Banglalink can use soft switch

network,
 

Analysis of Strengths:

 Banglalink’s all connections are ISD & EISD: It’s a big strength of Banglalink.
It’s 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
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.

 Analysis 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.
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 day’s 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
consumer’s need and want.
 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.

  Analysis of Threats

 The invention of technology which is new modern and consumer oriented:

Technology is changing with day run. It changes the consumer’s 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 expanding 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.

Swot Analysis of TeleTalk

A SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats

and is a simple and powerful way to analyze company’s present marketing
situation. SWOT Analysis is a powerful technique for identifying Strengths and
Weaknesses, and for examining the Opportunities and Threats organization face.

Weakness

What makes SWOT particularly powerful is that with a little thought, it can help us
uncover opportunities that we are well placed to take advantage of. And by
understanding our weaknesses, we can manage and eliminate threats that would
otherwise catch our unawares.

 More than this, by looking at ourselves and our competitors using the SWOT
framework, we can start to craft a strategy that helps us distinguish ourselves
from our competitors, so that we can compete successfully in current market.

Tools of Swot Analysis

Strengths

 Patents.
 Strong brand name.
 Good reputation among customers.
 Cost advantages from proprietary know-how.
 Favorable access to distribution networks.

Weaknesses

 Lack of patent protection

 A weak brand name
 Poor reputation among customers
 High cost structure
 Lack of access to key distribution channels

Opportunities

 An unfulfilled customer need

 Arrival of new technologies
 Loosening of regulations
 Removal of international trade barriers

Threats

 Shifts consumer tastes

  Emergence of substitute service
 New regulation

Table of SWOT Analysis

                Strength            Weakness

1. Low cost provider regarding its  Premature entrance in a mature market.

competitor.  The progress of development of network
2. Subscriber inclination to is far below from the subscriber
Teletalk as a government expectation.
owned organization  High connection charge.
3. Teletalk’s all connections are  Lack of potential and efficient employee.
ISD & EISD.
 Lower number of human resource.
4. Teletalk is the only indigenous
company using GSM service.  Failed to identify difference between
developed market and developing
5. From the very beginning it is
market.
providing free TNT incoming.
6. It has also provided incoming  Lower promotional activities.
facility up to 2015.  Weak management  system
7. Moreover its contribution to our  Poor marketing
economy can be notable.
        Opportunities               Threats
   1. Teletalk can use the image of local 1. An upcoming mobile service provider named
and government owned organization. TELECOM a concern of Dhabi group and present
market rivals.
2. Introduction of new technology
and services. 2. The invention of technology which is new
modern and consumer oriented.
3. Expand the market in the rural
area. 3. Another invisible threat is land phone
operator.
4. Teletalk can use the experience
of BTTB.  

Swot Analysis of Teletalk Bangladesh Ltd

Analysis of Strengths

 Subscriber inclination to Teletalk as a government owned

organization: People have a deep inclination towards Teletalk . Because
 subscribers have more confidence in the government institution. They think that
they might get some extra benefit from Teletalk like lower call rate, optical fiber
facilities etc. rather than other providers.
 Ø  Teletalk’s all connections are ISD & EISD: It’s a big strength of Teletalk. It’s
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 Teletalk Bangladesh ltd over its respective
competitors.
 Ø  Teletalk is the only indigenous company using GSM service: Teletalk 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 Teletalk can take this advantage over its
competitors.
 It has also provided incoming facility up to 2015: Teletalk have a strong
strength over its competitors incase of incoming facility. Teletalks present
incoming duration is up to 20015. Which is 20 times more than other
competitors?
 From the very beginning it is providing free TNT incoming: Teletalk 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.
 Ø  Moreover its contribution to our economy can be notable: As a Govt.
owned company Teletalk have a strong contribution in our national economy. Its
one of the high profit generating Govt. organization in Bangladesh.
 Low cost provider: The most remarkable success of Teletalk is the slump in
tariff structure. It is the lowest cost provider in Bangladesh telecommunication
market.

Analysis of Weaknesses:

 Premature entrance in mature market: The biggest weakness was a

premature entrance in a mature market. As soon as anyone could catch hold of a
Teletalk mobile, he started comparing it with the services of Grameen, Banglalink
or Robi.
 Lower number of human resource: The number of employee of Teletalk 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: Teletalk failed to identify the difference between developed market and
developing market. There strategy making is not match with the current situation.
 Lower promotional activities: The promotional campaign of Teletalk is not too
much strong like other providers of Bangladesh as result consumers are less
aware about Teletalk and its package.
  Weak management system: poor coordination among different functional
department of Teletalk as result service efficiency goes down.
 Poor marketing: The overall marketing activities of Teletalk is not much rich like
other competitors.
 Lower number of value added service: Teletalk Bangladesh Ltd. is providing a
less number of value added service to its subscriber regarding its competitors. As
a result subscribers are becoming dissatisfied on the Teletalk service. The
comparison of value added services of different operators are mention below.
Where as Teletalk providing less number of value added service.

 SWOT analysis

Strengths of Airtel 

1. Suppioor product quality of customer

2. Better customer relationship than competitors.
3.  Extra features and services.
4. Committed and efficient staff.
5. Strong financial base
6.  product reputation ongoing

Weakness of Airtel:  

1. Less time in market as compared to major competitors.

2. Less coverage as compared to major competitors.
3. Less experienced employees than competitors.
4. Seth organization
5. Not able to capitalize on start.

 Opportunities for Airtel:

1.   A developing market

2.   Mergers joint venture or strategic alliance
3.    Could develop new products
4.   Decline of major competitors
5.   New launches

6.   More customers after prelaunch 

Threats for Airtel:

1. Emerging companies market

2. Unstable political condition.
 3. New companies in market.
4. High public expectation
5. Low prices of competing brands.

SWOT ANALYSIS OF ROBI

Strength weakness
 Low cost provider regarding its competitor. v  The progress of development of network is far
below from the subscriber expectation.
Robi’s all connections are ISD &
EISD. v  Lower number of human resource.

Robi is the only indigenous v  Failed to identify difference between

company using GSM service. developed market and developing market.

From the very beginning it is v  Robi does follow aggressive marketing

providing free TNT incoming & but it should follow smooth strategy.
Outgoing.
v  Robi faces coordination problem of
It has also provided incoming Management system.
facility up lifetime.
 
Moreover its contribution to our
economy can be notable.
Opportunities Threats
   1. Robi can use the image of multinational 1. An upcoming mobile service provider named
organization. WARID TELECOM a concern of Dhabi group and
present market rivals.
   2. Introduction of new technology
and services. 2. The invention of technology which is
new modern and consumer oriented.
   3. Expand the market in the rural
area. 3. Another invisible threat is land phone
operator.
   4. Robi can use the experience
strong network facilities.  

5. Robi can use soft switch

network,
Chapter-4

Finding, Recommendation and Conclusion

Findings:

GrmeenPhone

 Complicated Pricing Structure: GP has lots of product. The pricing of these

products and their billing policies are different which also difficult for a users to
understand.
 Incomplete Messages through promotional activities: Most of the time the
advertisement of GP do not clear. The appropriate message not only that most
are also so confusing to understand
 Different department are not working together: The inter connection of the
department little bit weak.
 Existing customers are not happy to promotional campaign.

 Banglalink:

 The customers of Banglalink do not get diversified corporate SIM packaging

 Customer’s are not well-known about corporate services and tariff
 District level govt. & private offices have no idea about corporate facilities
 Existing customers are facing problems of billing system
 Existing customers are not happy to promotional campaign
 Lower number of human resource.

 Tele Talk

 Premature entrance in a mature market.

 The progress of development of network is far below from the subscriber
expectation.
 High connection charge.
 Lack of potential and efficient employee.
 Lower number of human resource.
 Failed to identify difference between developed market and developing market.
 Lower promotional activities.
 Weak management  system
 Poor Marketing
Airtel

 Poor Network coverage.

 Less time in market as compared to major competitors.
 Less coverage as compared to major competitors.
 Less experienced employees than competitors.
 Seth organization
 Not able to capitalize on start.

 Robi:

 Poor advertising strategy with complex to understand by the customer.

 Promotional activities are not sufficient.
 Call charge is high comparing other operator.
 Internet package is not sweet able.
 Lower number human resources.

  

Recommendation:

  Grameen Phone is the leading mobile phone company in Bangladesh in terms

of market share and growth in the industry. It has the highest number of
subscribers, and so far, the best network. To sustain this position, and to ensure
that it maintains an increasing growth, rather than a stagnant one, GP has to
lower its call rate and provide more facilities to acquire more customers, retain
the existing ones, and switch other operators’ customers towards it.

Robi, being the second largest mobile phone company in Bangladesh should
work more on strengthening its strategy. It’s been quite a long time that Robi is in
this position and has hardly worked towards attaining the top position. Robi is in
the second position due to its long time in the industry, but when compared to
Banglalink, which started way later than Robi but is marginally apart from it in
terms of revenue earning, then it must be concluded that Robi should perform
with more vigor orelse lose its  position to Banglalink.

 Robi is the pioneer in introducing GPRS in Bangladesh. But it lost its charm as
being the first one by not communicating it strongly to the right people. Though
Grameen Phone has started later, but people are more accustomed with it than
with Robi. Robi’s poor media planning and coverage is to be blamed for such a
loss. To jump out of this image Robi has to promote itself properly to people as
being the first company to launch GPRS and communicate through the right
media having the greatest exposure. Robi is also the pioneer mobile company to
launch insurance with its postpaid package. And also the first one to offer 5 fnf to
any operator (for prepaid), and an included FNF to BTTB number for postpaid
subscribers. It should work on its point of differentiation more critically and exploit
the advantage.

   Banglalink, the 4th entrant in the industry, has experienced remarkable growth

within its 3 years of operation. Its exclusive media exposure and coverage,
wonderfully maintained public relation at the introductory stage has won millions
of subscribers. Popularly known as ‘creating the price war’ Banglalink has
revolutionized the call rate strategies. Banglalink has penetrated the market with
extremely low rate that no other mobile companies ever thought of.

 But creating such a chaotic situation of decreasing price every day at the
expense of network maintenance cannot be termed as a good strategy.
Banglalink has to improve its network and also introduce other services that the
leading mobile phone companies are providing. Because people now demand
more with a package other than low price.

  

   Teletalk, the government owned mobile phone company is the 5 th entrant and
is seeing emerging business in the industry. But it must introduce new package
targeted towards the youth. Because, somehow, the young segment feel rather
out from the Teletalk domain. So, a big chunk can be enjoyed from the youth
group by introducing a package for them.

   Airtel, the 6th and the latest entrant in the industry has entered a nearly
saturated market. It has entered the riskiest stage and will need time to up heave
itself and stand as a competitor for other already strongly-stood companies.

 It must highlight its unique services as competitive advantage (e.g. 20 FNF, self-
activated EDGE services, N-GEN technology, etc) more to the people and also
expose its unique attributes to the target customer.

Conclusion

The telecommunication industry in Bangladesh is seeing an uprising market,

where each of the mobile phone connection companies are competing with all
their weapons, which are their unique services and facilities for customers, to
ensure a secured leading position. The market for telecommunication is
predicted to be potentially strong and also has a profitable future, and this
explains why new multinational cellular services companies are entering the
Bangladeshi market.

The various features provided by the 6 telecom companies – Grameen Phone,

Banglalink, Robi, Teletalk, and Airtel Telecom – are very alluring and competitive.
But the companies cannot just invest on such features because most of the
people in Bangladesh are not the target consumers of such features. So, the
companies should invest more on the telecom infrastructure to provide better
network and reduce the call rate to make communication more convenient and
economical. And at the same time the government should remove the SIM tax for
all operators for ensuring a steady growth of the mobile industry in the country.

We are very pleased to have such a wonderful experience in getting this report to
existence, and we feel inculcated to do such a report on such a thriving industry,
that would very soon generate the highest amount of revenue for the country’s
healthy economic state.

The telecommunication industry in Bangladesh is seeing an uprising market,

where each of the mobile phone connection companies are competing with all
their weapons, which are their unique services and facilities for customers, to
ensure a secured leading position. The market for telecommunication is
predicted to be potentially strong and also has a profitable future, and this
explains why new multinational cellular services companies are entering the
Bangladeshi market.

The various features provided by the 6 telecom companies – Grameen Phone,

Banglalink, Robi, Teletalk, and Airtel Telecom – are very alluring and competitive.
But the companies cannot just invest on such features because most of the
people in Bangladesh are not the target consumers of such features. So, the
companies should invest more on the telecom infrastructure to provide better
network and reduce the call rate to make communication more convenient and
economical. And at the same time the government should remove the SIM tax for
all operators for ensuring a steady growth of the mobile industry in the country.

We are very pleased to have such a wonderful experience in getting this report to
existence, and we feel inculcated to do such a report on such a thriving industry,
that would very soon generate the highest amount of revenue for the country’s
healthy economic state.

 Bibliography

1. Kotler philip, principles of marketing, 13 th edition, publisher prentice hall.

2. Malhotra, Marketing Research, (Prentice-Hall of India, 2008), 5 th edition.
 3. Hawkins, Best, Coney, Consumer Behavior, (New Age Publication, Dec. 2007),
9th edition.
4. Kevin Lane Keller Strategic Brand Management 3th edition

 Web Address Reference:

1.   www.grameenphone.com
2.   www.banglalinkgsm.com
3.   www.teletalk.com.bd
4. www.bd.airtel.com
5.   www.robi.com.bd