American International University of Bangladesh

Research paper on
“Managing Profitable Customer Relationships & Partnering To build Customers
Relationship-A Study OF Comparison Between Grameenphone & Banglalink.

Subject: Principal Of Marketing

 Page |2

Table of content:
Topic Page no.
Introduction to Grameenphone 3

Introduction to Banglalink 4

Company Background 5

Mission Of The Organization 5

Market Offerings (Product, Size/Type & price) 6

Concepts Of Marketing 8

Marketing Mix 9

Supply Chain Management 16

Social Marketing Campaign 17

List & Short Notes On Business Portfolio 19

Evaluation Of SBUs by BCG Matrix 20

Application of Product-Market Expansion Grid 21

Strategies

Market Segmentation, Targeting and Positioning 23

(STP) techniques
SWOT Analysis of the Company 26
 Page |3

Introduction to Grameenphone

### Grameenphone Limited (“GP”, the “Company”) was established in 1996 and commenced services on
March 1997 as a joint venture between Telenor of Norway and Grameen Telecom

### GP is a strong wireless operator in Bangladesh with approximately 25.3 million subscribers at 2010
with50.5% of the Bangladesh wireless market.

### For the fiscal year ended December 2010, GP generated total revenues of US$792 mn and underlying
EBITDA of US$396 mn, representing an EBITDA margin of 50.1%

### GP operates on the GSM 900 standard with a total bandwidth of 7.4 MHz; and the GSM 1800
standard with a total bandwidth of 7.2 MHz

### The Company has a comprehensive network, with over 10,000 base stations, covering 97% of
Bangladesh’s population and is GPRS/EDGE enabled.
 Page |4

Introduction to Banglalink
### Orascom telecom Bangladesh limited ("banglalink") is a 100% owned subsidiary of orascom telecom
holding s.a.e., Egypt, ("oth") in Bangladesh. It was acquired by oth in 2004, and after a complete overhaul
and the deployment of a new GSM network. Banglalink began operations in Bangladesh in March 2005.

.### Banglalink’s success was based on a simple mission: "bringing mobile telephony to the masses"
which was the cornerstone of its strategy. Banglalink changed the mobile phone status from luxury to a
necessity and brought mobile telephone to the general people of Bangladesh and made a place in their
hearts.

### Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in October
2006. In less than two years which is by December 2007. Banglalink overtook Aktel to become the
second largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has
14.22 million subscribers as of march 2010, representing a market share of 26%.

### Growth over the last years have been fuelled with innovative products and services targeting different
market segments, aggressive improvement of network quality and dedicated customer care, creating an
extensive distribution network across the country, and establishing a strong brand that emotionally
connected customers with Banglalink.
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Grameenphone Banglalink
Company Background Company Background
In November 28, 1996 Grameenphone was The long awaited launching of a mobile telecom
offered a cellular license in Bangladesh by the network by a state-run enterprise had finally
Ministry of Posts and Telecommunications joint materialized on 1 March 2005. It also fulfilled a
venture between Telenor of Norway and Grameen cherished dream of people who continuously
Telecom. Then in march 26, 1997 Grameenphone demanded to the government for such an enterprise.
launched its service on the Independence Day of The government started the "Mobile Telephone
Bangladesh. 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.

Mission Of The Organization

Mission Of The Organization
 reliable
 widespread  Straight Forward

 convenient mobile and  Reliable

 cost effective telephone services  Innovative

 Passionate
 Page |6

Market Offerings (Product, Market Offerings (Product,

Size/Type & price) Size/Type & price)
Djuice : banglalink desh:
# Target Market: Youth # Target Market : General People
#Product Type: Prepaid
# Price : BDT150
# Product Type: Prepaid
# bonus on incoming, lifetime validity, e-isd
# Price: 150 facility, 3 fnf numbers to any operator.

# Focus on music, messaging Community to appeal

Banglalink desh rangdhanu:
to the youth
#Target Market: Friends & Family
#Completely separate from the Grameenphone
#Product Type: Pre-paid
brand. #Price: BDT150

# with this package, banglalink customers will be

Shohoj Package:
able to talk for half an hour by paying for only 5
# Target Market: Corporate Level
minutes!
# Product Type: Prepaid
# Price: BDT 150
Banglalink desh ek rate
# Offering You will be able to talk to over 23 million
#Target Market : regular customer
Grameenphone numbers at a low rate
#Product Type: Pre-paid

Aapon Package: #Price: BDT150

# Target Market: Family Members
#specially targeted towards those customers who
# Product type : Prepaid
want flat call rate throughout the day.
# Price : BDT 150
# You will be able to talk to over 23 million Banglalink post-paid:
Grameenphone numbers at a low rate. #Target Market : Corporate Level
#Product Type: Post-paid
Bondhu Package: #Price: BDT500
# Target Market : Friends & FnF # lowest call charges,1 second pulse,20% bonus
 Page |7

# Product Type : Prepaid on incoming calls,up to 15% monthly loyalty

#Price: BDT 150 discount on airtime, economy isd call charges
# This package with the highest number of F&Fs (012) to 55 countries, international roaming,
allows you to talk to your near and dear ones at the international sms
lowest rate. This package gives you the privilege of
calling 7 FnF numbers at Tk 0.49/min. Banglalink sme :
#Target Market: small capital/small job holders.
GP xplore Postpaid : #Product Price : Post-paid
# Target Market: High Income Mass and #Price : BDT400
Professionals # 50 free minutes and 50 free sms per month
# Product Type: Postpaid which can be used to any banglalink number 24
#Price : BDT 650 hours a day, waiver of monthly fee if monthly
# Offering competitive tariff with features such as usage exceeds tk 400, only tk 50 monthly fee, zero
unlimited internet, flat call tariff, easy bill payment connection price.
facilities etc.
The supplementary Services

GP Business Solutions:
# Call Forwarding/Divert
#Target Market: Business
# Call Waiting / Call holding
#Product Type: Postpaid & Prepaid
# Call Barring
#Price :BDT500 # Caller Line Identification Presentation

#Customized solutions for Corporations, SME and

Value added services
SOHO businesses Provides closed user group
# i'bubble
functionality, business messaging, Blackberry
# Voice Mail Service (VMS)
services, priority customer service etc.
# Short Messaging Service (SMS)
The supplementary Services
# Ring Tone Download
# Internet 
# Logo Download
# Bill Pay 
# SMS (Text, Quotes & Jokes, Cricket update,
# Cell Bazaar 
Horoscope, Emergency ...)
# Stock Information,
# Conference Call
# Instant Messaging,
 Page |8

# SMS Based Alerts/Services # Ring Tones

#  Music # SMSemail
#  Cricket Updates # SMSadda
# Web SMS # Picture Messages
# Mobile Backup # International SMS
# Song Dedication
Value added services # Instant Recharge

# Voice Mail Service (VMS)

# Short Messaging Service (SMS)
# Ring Tone Download
# Logo Download
# SMS (Text, Quotes & Jokes, Cricket update, #
Horoscope, Emergency ...)
# Conference Call
# Ring Tones
# SMSemail
# SMSadda
# Picture Messages
# International SMS
# Song Dedication
# Instant Recharge

Concepts Of Marketing Concepts Of Marketing

Grameenphone & Banglalink, both the companies Grameenphone & Banglalink, both the companies
follow selling and societal marketing concepts. They follow selling and societal marketing concepts.
communicate with the customers regularly by They communicate with the customers regularly
newspaper, media, advertisement, by providing by newspaper, media, advertisement, by providing
service with customer care. They emphasis on service with customer care. They emphasis on
selling and promotion effort. Besides both the selling and promotion effort. Besides both the
 Page |9

companies are following societal marketing concept companies are following societal marketing
as they are participating in CSR activities and concept as they are participating in CSR activities
considering consumer & society’s long run interests. and considering consumer & society’s long run
interests.

Marketing Mix Marketing Mix

Product Profile: Product Profile:
Different packages of Grameenphone. Different packages of Banglalink.

Djuice: Focus on music, messaging Community to banglalink desh: Bonus on incoming, lifetime
appeal to the youth. validity, e-isd facility, 3 fnf numbers to any
operator .
Shohoj Package: Offering You will be able to talk
Banglalink desh rangdhanu: With this package,
to over 23 million Grameenphone numbers at a low
banglalink customers will be able to talk for half
rate.
an hour by paying for only 5 minutes.
Aapon Package: You will be able to talk to over 23
banglalink desh ek rate: Specially agreed
million Grameenphone numbers at a low rate.
towards those customers who want flat call rate
Bondhu package: This package with the highest
throughout the day.
number of F&Fs allows you to talk to your near and
banglalink post-paid: Lowest call charges,1
dear ones at the lowest rate. This package gives you
second pulse,20% bonus on incoming calls,up to
the privilege of calling 7 FnF numbers at Tk
15% monthly loyalty discount on airtime,
0.49/min.
economy isd call charges (012) to 55 countries,
GP xplore Postpaid: Offering competitive tariff
international roaming, international sms.
with features such as unlimited internet, flat call
banglalink sme : 50 free minutes and 50 free sms
tariff, easy bill payment facilities etc.
per month which can be used to any banglalink
GP Business Solutions: Customized solutions for number 24 hours a day, waiver of monthly fee if
Corporations, SME and SOHO businesses Provides monthly usage exceeds tk 400, only tk 50 monthly
closed user group functionality, business messaging, fee, zero connection price.
Blackberry services, priority customer service etc.
 P a g e | 10

Price:
Pricing is one of the marketing mix tools that a
company uses to achieve it marketing objectives.

Djuice: Price:
# Djuice new connection is only Tk.149 with bonus Pricing is one of the marketing mix tools that a
talk time of tk.50. company uses to achieve it marketing objectives.
# Djuice to Djuice/GP (only for Fnf), tk. .49 (24
hr.) Banglalink Desh:
# Djuice to GP, tk. 1.35 (8 a.m.-12p.m)/tk. .49 (12-
5p.m.)/tk. 1.35 (5-12p.m)/ tk. .49 (12-8a.m)
# SMS rate for Djuice to any operator tk. .75
Apon package:

Shohoj Package:

Banglalink desh rangdhanu

 P a g e | 11

# under rangdhonu package, whenever a call

will be connected to any banglalink number
during 12.00am-5.00pm, tk.1.50/minute will be
charged per minute during the 1st five minutes.
from 6th to 30th minute, the call will be free of
charge. similarly, from 31st to 35th minute, the
tariff will be tk. 1.50/minute and from 36th to
60th minute, the call will be free of charge.
# 60 second pulse will be applicable for this
tariff 
Bondhu Package: # special tariff of rangdhonu package will be
applicable for calling to any banglalink
numbers (including fnf) from 12am to 4pm.
banglalink desh ek rate:
# customers can enjoy tk. 0.87/min tariff #all day
long to call to any operator (including fnf)
# 60 sec pulse applicable 
Banglalink post-paid:

Xplore Postpaid:
 P a g e | 12

Banglalin postpaid
supplementar call &
k post- package y connection control
paid: 1
line rent tk 100 - tk 50
minimum
commitment
- tk. 50 -

outgoing call charges to banglalink numbers

SME
tk tk
9am - 5pm tk 0.99/min
0.99/min 0.99/min
tk tk
5pm - 12am tk 1.25/min
1.25/min 1.25/min
tk tk
12am - 9am tk 0.45/min
0.45/min 0.45/min
outgoing call charges to other operators
tk tk
9am - 5pm tk 0.99/min
0.99/min 0.99/min
tk tk
5pm - 12am tk 1.25/min
1.25/min 1.25/min
tk tk
12am - 9am tk 0.99/min
0.99/min 0.99/min
fnf rates
number of
4 4 3
fnf
24 hours
call charge
tk tk
to tk 0.45/min
0.45/min 0.45/min
banglalink
fnf
24 hours
call charge
tk tk
to other tk 0.79/min
0.79/min 0.79/min
operators’
fnf
sms rates
sms rates to
banglalink tk tk
tk 0.75/sms
and other 0.75/sms 0.75/sms
Place: numbers
sms rates to
The number of GP owned distribution centers all fnf
tk
tk 0.50/sms
tk
0.50/sms 0.50/sms
numbers
over the country is around 18. The centers
pulse
serve customers directly and deal them with to
banglalink 1 sec 1 sec 1 sec
guidelines and advices to make the communication numbers
through network system easier and quicker. Besides to other
30/30/1 30/15/1
operators 30/30/15
5 5
there are around 60 franchises spreading all over the numbers
Enterprise Package :
country right now.These franchises deal with the
customer problems and requirements; they gets # Connection fee. 499.00 Tk (50 Tk. Talk Time
 P a g e | 13

complaints from customers, they collect creative Free,50 Free SMS)

suggestions from the valuable customers. And other # 20% Incoming bonus.
channels- such as dealers, retailers- are making the # Any other operator, tk - .99/min [9-5 pm]
products and services of GP more diversified to the # Any other operator, tk- 1.25/min [5-12 pm]
customers. GP has not come to its present situation # Banglalink to Banglalink, tk- .25/min [12-9 pm]
instantly. Various types of changes incurred during # Banglalink to Other operator, tk- .25/min [12-9
the years of its business. We will see the different pm
channels at different time period one by one. # 1 sec pulse banglalink to banglalink & 15 sec
pulse other operator
# Minimum Monthly Bill tk - 100
# 4 (FnF) facility in any operator (Banglalink to
Banglalink 0.25 Tk or Banglalink to Other
operator .79)
Place:
As like as grameenphone Banglalink has a proper
distribution team and channel. It has already
appointed approximately 92 dealers over the
country. Besides it is distributing its product by
From the beginning of the business of GP, it customer care and bank. It is struggling very hard
supplied its SIM to the distribution centers. Dealers to make its product available countrywide.
got the product from the centers and sold those to The distribution channel for mobile phone
retailers. The retailers, at last, sold the product to end subscription has changed somewhat over the last
users. This was a traditional channel. Sometimes, year or so. There is still a multitude of levels
end-users purchased products from dealers as a within the channel. This channel has shrunk
whole to minimize the purchasing cost. Company vertically during the last year or so and created a
did not sell directly to the customers at that shallower channel.
time.Only three years ago GP introduced a new and
convenient channels of distribution to overcome the
traditional system. The two tails of the channel is the
most attraction part to the customers.Through around Promotion:
30 distribution centers, GP distributes all key parts Promotion is one of the marketing tools that a
 P a g e | 14

of the country. Dealers, as an intermediary, purchase company uses to achieve its marketing
the products from the centers and disburse those to objectives. Each promotion tools has unique
two types of retailers. One is – exclusive retail outlet characteristics to improve their total sales.
and another one is – non-exclusive retail outlets are Banglalink are trying to do more promotional
permitted to sell the products of only GP. They are activities for their service. Banglalink
the guaranteed or authorized retailers. Non-exclusive
Marketing promotion can be classified in several
retail outlets can sell other companies’ product as
steps
well as they have no relation the customers or end-
users buy products from either of two types of retail
Advertisements through billboards:
outlets. They get the product or service of company
in the most convenient way at the student time The billboards installed so far by Banglalink
period. Bangladesh Limited are listed below:
Sl No Location qty
1 Kachpur-Dhaka Facing 1
2 Op N. U- Dhaka Facing 1
3 Saidabad bridge 1
4 Mohakhali Flyover (Both) 1
5 Shahabagh 1
6 GEC Circle (Ctg) 1
7 Gabtoli Bus Stand-Savar face 1
8 Chittagong Railway Station 1

Advertisement:
Advertisement through Electronics media:
Banglalink published their advertisement different
channel as like- ntv, channel 1, Rtv, Bangla
Promotion: vision, ATN Bangla, radio today etc.
Grameenphone uses promotional activities that
Personal Selling:
communicate the merits of the product and persuade
Personal presentation by the firm’s sales forces for
target customers to buy it. Grameenphone can
the purpose of making sales and building
succeed to acquire more than 10 million customers
customer relationship. Banglalink uses personal
as of December 2006 not only providing good
 P a g e | 15

service but also using high frequency promotional selling in different stages of marketing and
activities. Grameenphone uses most of the distribution. Company distributes their product
promotional tools to give message for its customers (SIM, Scratch, I-top, Cash card) among the
on the new product & existing product and product wholesalers and retailers by maintaining the
features. Grameenphone must do more than make excellent relationship. Banglalink’s
good product- they have to inform customers about communicate with corporate client by its sales
product benefits and carefully position products in force building and keeping relationship with
consumers’ mind. potential and existing valued customer.

Grameenphone Advertising process :
Any paid form of nonperson presentation and
promotion of ideas, goods or services by an identified
sponsor. Grameenphone advertising can introduce the
company and the products. If the product embodies
new features, advertising can explain
Advertising can remind customers of how to use the
products and reassures them about their purchase.
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:
them.
At Bangla academy “Ekusay Boi Mela”
Banglalink distributed handbag in visitors who
bought book from fair. There was slogan on
 P a g e | 16

Advertising tools handbag for raising

o Newspapers awareness for reading book.
o Television Scarf Distribution:
o Radio
Banglalink distributed scarf to attract their
o Magazines
o Newsletter existing and new customer at Pahela Baisakh,
o Internet That scarf create brand awareness of Banglalink.
Public Relation:
Grameenphone Sales promotions Process :
Public relation is used to promote products,
Grameenphone uses sales promotions that consist of people, places, ideas, activities, organizations and
a diverse collection of incentive tools, mostly short even nations. Public relation can also influence a
term, designed to simulate quicker or greater product sales or brand awareness. Banglalink
purchase of particular products or service by arrange meeting always with the wholesalers and
consumers or the trade. retailer for maintaining a good relationship with
Sales promotion tools: them. General people can also come to the
Banglalink office for their queries and for
Price-packs
expressing their concern about any telecom related
Nokia handset festival @ GPC’s
factors.

Cash Refund Offers

thankyou

Prizes

grameenphone pothe pothe utchob

Patronage Awards

thankyou crown, Be Special, Be crown

Grameenphone Public relations process:

Public relation is one of the grameenphone strategic

promotion tools building good relations with the
company’s various publics by obtaining favorable
publicity, building up a good “corporate image”.
 P a g e | 17

Supply Chain Management Supply Chain Management

 P a g e | 18

Social Marketing Campaign Social Marketing Campaign

"Even a journey of a thousand miles begins with a Corporate social responsibility, as we see it, is a
single step..." - Chinese proverb ‘complementary' combination of ethical and
At Grameenphone, we live by the statement responsible corporate behavior, as well as a
"Development is a journey, not a destination." Our commitment towards generating greater good for
work is not just about ensuring connectivity; it is the society by addressing the development needs
about connecting with people and building of the country.
relationships, based on trust, with our subscribers,
business partners, employees, shareholders, as well Like the previous year, banglalink continues its
as the wider community. We have always believed CSR activities for the Hajj pilgrims this year as
that good development is good business. While we well.
maintain our business focus, taking the nation
forward remains our top priority. Thus our Last year banglalink provided pure drinking water
relationship with Bangladesh is built on a at the Hajj Camp and the Zia International Airport.
partnership which strives to achieve common
economic and social goals.
This year, banglalink has added some extra
Corporate social responsibility, as we see it, is a
facilities, such as pure drinking water, necessary
‘complementary' combination of ethical and
medicines, free phone kiosks and buses for shuttle
responsible corporate behavior, as well as a
services (airport drop service for the Hajjis), says
commitment towards generating greater good for the
a press release.Banglalink is doing many other
society by addressing the development needs of the
social responsibilities …..
country.
 -Agri-solution service
Our core strategy in this area is to be Bangladesh's
 -Special Service at haji camp
partner in developing the country, particularly in its
 -Helping Unpriviliged children
promise, as a United Nations Millennium
 -Decide to make Rajsahi Beautiful
Declaration signatory, to meet the eight targets
 Donates blankets to orphanage
known as the Millennium Development Goals by
 P a g e | 19

2015. We have consolidated our social investment

initiatives in four core areas related to the
Millennium Development Goals namely,

 Poverty alleviation,
 Healthcare,
 Empowerment
 Education.

We are witness to the endless possibilities and the

strength of the people of Bangladesh. We believe
every step matters in the journey of hope we are
taking together as a nation. With every connection
we provide and with every opportunity we create in
the community at large, we see the emergence of
new possibilities. The Village Phone ladies lead us
towards a silent yet powerful social revolution. The
indomitable spirit of acid survivors inspires us, while
the confidence of intellectually challenged athletes
shows us how to make the word ‘impossible'
obsolete.
Every step inspires us to move forward and takes us
one step closer to our destination. Every step counts.
 P a g e | 20

List & short notes on business List & short notes on business
portfolio portfolio
Pre-Paid Prepaid Packages:
 desh rang
 Smile
 desh
 djuice
 ladies, first!

Post Paid
Postpaid Packages:

 xplore
 personal package

Recharge
 personal supplementary
 personal call and control
 Flexi-Load 
 enterprise personal
 Scratch Card
 upper class
Hardware
Banglalink enterprise:
 Genuine Handsets   enterprise corporate
 GPRS and EDGE Modem   enterprise SME
 Accessories ( Charger, Battery etc)  enterprise personal

Services
Value Added Services:

Public Phone Activation  information based services

 entertainment  
Value Added Services:   data based services  
 P a g e | 21

Star Question
 call management services
  International Roaming  Desh mark
 mobile financial services
Smile djuice
SME
  EDGE 
 Recharge
  Voice Mail Services  Cash cows Dogs
 Flexi-Load 
  Text Messages  Scratch Card
Internet
Rong Cell bazar
internet

Bill Payment

You can pay your post paid bill of any amount at any
Grameenphone Center

Evaluation of SBU by BCG Matrix Evaluation of SBU by BCG Matrix

Relative market Share
Relative market Share
High Low High Low

Low
Low
Smile: High growth rate& share
Desh:High growth rate &share
Profit Potential
Profit potential
May Need a Heavy investment to
May need a heavy investment to flow
Flow

SME: High Growth rate and low market share

Djuice:High Growth rate&low share
Biuld into stars
 P a g e | 22

Build into stars Require cash to hold the market share

They Require cash to hold the
market share
Internet: Low growth and high share
Establish successful SBU
Produce cash To Hold the market
Cell Bazar: Low Growth and Low Share
Low Profit Potential
Rong:Low Growth and High Share
Establish Successful SBU
Produce cash to hold the market share
Internet: Low Growth and Low Share
Low Profit Potential

Application of product market Application of product market

expansion grid strategy expansion grid strategy
Product market expansion grid is marketing tool Product market expansion grid is marketing tool
created by An off. There are 4 possible combination created by An off. There are 4 possible
of market expansion grid. combination of market expansion grid.

Product Product
Market Development Market
Penetration Development
Penetration

Market Diversification Diversification

Market
Development Development
Market penetration :
Market penetration :
A strategy for company growth by increasing sales
A strategy for company growth by increasing sales
of current market without changing their product.
of current market without changing their product.
This is not applicable for grameenphone and
This is not applicable for grameenphone and
 P a g e | 23

banglalink. banglalink.
Market development : Market development :
when current product is launched in a new market when current product is launched in a new market
and new target customer group. Grameenphone and and new target customer group. Grameenphone
banglalink both are trying to develop their market. and banglalink both are trying to develop their
market.

Product development: Product development:

When a new product is launched in the current When a new product is launched in the current
market by developing new features, developing market by developing new features, developing
different quality levels ,improve the technology etc. different quality levels,improve the technology
etc.
GP
Internet : Grameenphone provides internet service in BL
its coverage area. As it has EDGE/GPRS enabled BillPay : A service to enable users to pay their
network, any subscriber can easily access to internet utility bills (Electricity, Gas etc)
through this network. Grameenphone was the first mobile.mobile remittance: banglalink in
mobile operator in Bangladesh to offer EDGE collaboration with dhaka bank ltd (dbl) and
services to its subscribers. eastern bank ltd (ebl) jointly launched mobile
BillPay : A service to enable users to pay their utility remittance, the first ever for bangladesh as well as
bills (Electricity, Gas etc) through mobile. for south asia. this service is a highly secured,
CellBazaar : A service to enable users sell or buy convenient, reliable, fast and cost-effective
products through mobile or internet. remittance system.
friend finder: finding your friends was never so
Various other services like Stock Information, easy! introducing the all new banglalink friend
Instant Messaging, SMS Based Alerts/Services, finder.
Voice-based Services, Downloads, Music, Cricket banglalink messenger: banglalink messenger, the
Updates, Web SMS, Mobile Backup etc ultimate chatting tool on your mobile! it is a user-
friendly chat and messaging service that offers
three key services
 P a g e | 24

Various other services like Stock Information,

Instant Messaging, SMS Based Alerts/Services,
Voice-based Services, Downloads, Music, Cricket
Updates, Web SMS, Mobile Backup etc

Market Segmentation, Targeting &

Positioning (STP) techniques
Market Segmentation, Targeting &
Positioning (STP) techniques Target market
Organization that sells to consumer and business
Bases for Segmentation: Consumer markets markets cannot appeal to all buyers in those
can be segmented on the following customer
markets or at least not to all buyers in the same
characteristics.
way. Buyers are too numerous, too widely
1. Geographic
scattered and too varied in their needs and buying
2. Demographic
practices.In case of BANGLALINK from teenager
3. Psychographic
to any age group: from lower-middle class to
4. Behavioral
upper-upper from Teknuff to Tetulia regardless to
race, religion and gender literacy level. Life style
1.Geographic- Network: Grameenphone have the
or personality any and every single person who is
widest network coverage in the country. It has
need of a telephone line backed with affordability
changed the communication structure of the country
spend the expense of possessing a mobile phone is
and it can be compared with communication
their target market. This indicates that in choosing
revolution. It is the first company in the country that
market segment, segmental marketing is
has brought the mobile service to the mass level.
appropriate for them. That means company should
2.Demographic
recognize that buyers differ in their needs,
 2.1 Age: perception and buying behavior.
Djuice: a youth based mobile to mobile connectivity For this BANGLALINK have made a various type
within Bangladesh. Djuice was launched in of customization in phone lines and phone set
Bangladesh by Grameenphone on the 14th of April, along with different prices are charged against
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2005 i.e. the Bengali New Year. Ever since the each segment of the target market.
launch djuice has seen a big warm response from the
crowd. Within two years djuice Bangladesh had Segmentation
Below the various types of mobile phone set, line,
enlisted around 2 million subscribers.
price and billing system offered by
Smile Package: Smile package which is a mobile to
BANGLALINK are discussed related to
mobile connectivity within Bangladesh. It is the
geographic, demographic and psycho-graphic
most popular product.
segmentation. If we look to the segments from
geographic angle we find that it started its service
from capital of Bangladesh- Dhaka city. Then it
 2.2 Occupation:
extended its coverage area into Chittagong,
Public call office (PCO): a package exclusively
Sylhet, Khulna and gradually the 61 districts of
designed for people operating public phone booths
the country. Although BANGLALINK is covering
who basically need low call rate.
most of the part of the area, still they left 3 more
Business Solution: a complete, quality business
districts. There are government restrictions for the
communications service designed especially for the
network coverage of those hill traces areas.
business community in Bangladesh. At office or on
As to segment the cellular phone consumers’
the move – stay connected through Business
psychographic segmentation plays the most
Solutions.
important role. Psychographic segmentation
3. Psychographic
divides consumers into different segment based on
 3.1 Social class, Lifestyle, Personality:
social class, life style or personality. It is very
X-plore product Nationwide and international
important to design the products and services of
mobile and landline connectivity.
mobile company according to the consumer’s
Bangladesh.Grameenphone launched Roaming
psychographic factors.
Services (both GSM and EDGE/GPRS) with
YOUNG PEOPLE- 44%
CAMEL Phase II for Pre paid In-bound subscribers.
MIDDLE INCOME GROUP- 31%
upper class that can bear its expenses.
SERVICE HOLDER- 17%
4. Behavioral
HOUSE WIVES- 4%
 4.1 Occasion:
OTHERS- 4%
Greemenphone provide various offer for special
occasions, like- Eid Spesial, Grameenphone brings
back the popular Nokia 1200 handset, bundled with
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GP prepaid connections, for its prepaid subscribers

at an amazingly affordable price.
Target Marketing: Market segmentation reveals
the firm’s market segment opportunities.
1.Undifferentiated Marketing- GrameenPhone has
merged their pre-paid packages SMILE (with BTTB
connectivity). All Easy clients will be updated to
SMILE (Mobile to Mobile). And all Easy Gold
clients will be updated to SMILE (with BTTB
connectivity).
2.Differentiated Marketing- GrameenPhone also
follow differentiated marketing strategy. They offers
different product for different segments based on
different age, occupation, wants etc.
Djuice: a youth based mobile to mobile connectivity
within Bangladesh.
Public call office (PCO): a package exclusively
designed for people operating public phone booths
who basically need low call rate.
Business Solution: a complete, quality business
communications service designed especially for the
business community in Bangladesh.
Positioning Strategy : By creating product, service,
channel, people & image differentiation
GrameenPhone reach the consumer touch point more
effectively & efficiently in comparing with their
competitors in the highly competitive
telecommunication sector.
1.Product Differentiation:
Network (best, quality): GrameenPhone has the
largest network with the widest coverage around the
 P a g e | 27

country, bringing 98 percent of the population under

the coverage of its network.
2.Service Differentiation: Business Solutions is a
complete, quality business communications service
from GrameenPhone – designed especially for the
business community in Bangladesh.Messaging
Services, SMS, Voice SMS, Cell e-mail, SMS
Banking, Priority Service,Prioritized Hotline 121,
Value Added Services, Missed Call Alert, Stock
Information.
3. People Differentiation: Almost half the total
number of employees of GrameenPhone Ltd. today
(Tuesday), participated in the company's biggest
customer care program to date. "This customer
service campaign follows up on the "Stay Close"
promise from GrameenPhone.
4. Channel Differentiation: GP gain competitive
advantage through the way they design their
channels coverage expertise & performance.
5. Image Differentiation: GrameenPhone logo
differentiates from the other companies. For that
reason customer easily identify them in the market.

SWOT Analysis

SWOT Analysis SWOT Analysis of Banglalink Bangladesh Ltd:

SWOT Analysis of Grameenphone:

Strength
Strength:
1. Low cost provider regarding its
1. Strong network
competitor.
2. Strong Customer
2. Banglalink’s all connections are ISD
3. Value added services
& EISD.
4. Communicaion

Weakness
1. High call rate
2. Slow internet
3. High production price
4. Less offerings
5. Negative case (illegal VIOP)
Opportunities
1. Share
2. Reduce product price
3. CSR
4. Faster internet services
Threats
1. New another mobile company
2. Law call rate from others
3. Faster internet services
4. 3G license
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3. Banglalink is the only indigenous
company using GSM service.
4. From the very beginning it is
providing free TNT incoming &
Outgoing.
5. It has also provided incoming facility
up lifetime.
6. Moreover its contribution to our
economy can be notable.
Weakness
1. The progress of development of network is far
below from the subscriber expectation.
2. Lower number of human resource.
3. Failed to identify difference between
developed market and developing market.
4. Banglalink does follow aggressive marketing
but it should follow smooth strategy.
5. Banglalink faces coordination problem of
Management system.
Opportunities
1. Banglalink can use the image of
multinational organization.
2. Introduction of new technology and
services.
3. Expand the market in the rural area.
4. Banglalink can use the experience
strong network facilities.
5. Banglalink can use soft switch
network
Threats
1. The invention of technology which is new
modern and consumer oriented.
2. Another invisible threat is land phone operator
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