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Brand Preference of Grameenphone Subscriber in Bangladesh

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Chapter 1: Introduction 1 Origin of the report This report is a requirement of the Internship program of BBA curriculum at the Khulna University This report is made under the supervision of Feroz Ahmed, Dean, Management and Business Administration School, Khulna University. The primary goal of the internship is to provide a realistic exposure to job and organizational conditions. It is called an “earn while you learn’ program of training which prepares students for corporate life I worked in GrameenPhone Ltd. s an intern for 3 months.

I worked in regional sales, sales division, Grameen Phone Distribution centre in Jessore area. This product sales division is mainly concern with selling and proper distributing of the product to the target market. They also do and carry promotional activities to increase the market in the region in order to be competitive. Most of the jobs over there were challenging as there are so many mobile operators in the market and the customer choice are very much difficult.

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I was assigned over there to know the customer trends, their choices of different kinds of brands and how to deal with the customers (Mainly POS-Point of Sale) of GrameenPhone Ltd. I had the opportunity to visit different territory (market) of Jessore with the territory officers of GrameenPhone Ltd. I got a very close look to how the “TO” works in the market. So, I got huge knowledge about direct sales and distribution which broadened my perception about sales. During this period, I used my observation and gained experience about implementing various selling technique and business concept which we learned throughout our graduation period.

This observations and experience is portrait in this report which is mostly surrounding about sim card and service selling to the different kinds of point of sale (POS) of GrameenPhone Ltd. 1. 2 Report Preview This report is all about selling which is the most challenging job throughout the product life cycle. Selling is a condition where both parties- the customers and the marketers need to win. This internship report mainly contains two parts. First, The Organization part, which gives the idea about GrameenPhone Ltd. ’s historical background, mission, vision, objective and strategies of the company.

It also gives GP’s organizational structure, industry analysis, and description of products and services of GrameenPhone Ltd. There is also an overview of Bangladesh telecom industry, industry analysis and a brief description about mobile advertising. The Project part is mainly conducted to find out the main criterion for the choice of brand by the subscriber. For this reason, rigorous analysis has been conducted to construct the hypothesis and prove the hypothesis. This research part also includes detailed analysis like frequency analysis, .

Then findings of this study is being presented ,recommendation , limitations of the study and finally the conclusion about the effectiveness of mobile adverting in our country. 1. 3. Objective 1. To find out the reasons for customers’ preference towards a particular brand. 2. To find out customers requirement s of value added services about the brand. 1. 4. Scopes This study will be conducted within Jessore Sadar, Chowgasa andBagharpara area of Jessore Division. This study will cover the customers of GrameenPhone Ltd. of different age, occupation and gender. 1. 5. Literature review:

Making the report I needed to go through some theory and go through some previous reports and writings about “Brand” and “Brand preference”. I lookout different kinds of books and reports and journals and internet and find out several definition about “Brand” “Brand Preference”. Brand: A name, term, sign, symbol, or design, on a combination of these, that identifies the maker or seller of a product or service and differentiate them from those of competitors. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands f their products and services. Consumer view a brand as an important part of a product, and branding can add value to a product. Branding helps buyers in many ways. Brand names help consumers identify products that might benefit them. Brands also tell the buyer something about product quality. Buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy. Branding also goes the seller several advantages. The brand name becomes the basis on which a whole story can be built about a product’s special qualities. BY: Philip Kotler And Gary Armstrong) According to the American Marketing Association (AMA), brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. ” Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. – Jeff Bezos(founder, president, chief executive officer and chairman of the board of Amazon. com. ) Why Branding? External: Branding seeks to distinguish your company, product or service from the competition and create a lasting impression in your prospect’s mind. Internal: Powerful brands increase employee satisfaction, loyalty, and achievement drive “People want to express themselves through brands – brands express a person’s personality and the people they like to be with. ” – Jack Trout (one of the founders and pioneers of positioning theory)

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: Delivers the message clearly • Confirms your credibility • Connects your target prospects emotionally • Motivates the buyer • Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without. By: Laura Lake (marketing consultant and social media marketing strategist in Kansas City) 1. 6. Methodology The research will be done with only primary data. As it is a new project the secondary data will be not available as I will need.

So, it will be on the basis of primary data. Source of Information: The primary information will be got through focus group interview, discussion etc. Questionnaire: The instruments will be both close-ended and open-ended questionnaire 1. 6. 1. Research Instruments: Mechanical Tools: The instruments will be paper, pencil, pen, phone, mobile, scanner, computer, and printer. 1. 6. 2. Contact Method: We will go to GrameenPhone officials, subscribers and partners with our questionnaire and will talk with them about our problems. 1. 6. 3. Sampling: I have chosen convenient sampling. . 6. 4. Population: Population refers to any group of people or objects which are similar in one or more ways and which forms the subject of the study in a particular survey. The population of our survey consists of the users of different kinds of brands of GrameenPhone Ltd. 1. 6. 5. Sampling Units: • Grameen Phone subscribers. 1. 6. 6. Sample Size: I have taken 50 respondents as our sample size who is the users of GrameenPhone mobile service. 1. 6. 7. Sample Calculation Process: For the data calculation I will use “Microsoft Excel” software. . 6. 8. Limitations: Doing the survey, I faced different problems and there are some limitations in the report. Some limitations are mentioned below. • The survey was based on limited sample size. Since sampling method was not cent percent correct, so the project might not fully meet up the objective. • The report is based on limited area coverage and a detail study was not possible because of resource constraint. Chapter2: Overview of Telecom Industry of Bangladesh 2. 1. Competitive Scenario Interestingly, Grameenphone Ltd.

Bangladesh’s largest mobile operator by subscriber numbers was defeated as the largest contributor of new mobile customers by second- and fourth-ranked competitors Banglalink and Warid Telecom, respectively. Banglalink reported 680,000 net additions in the third quarter, accounting for 47. 6% of the total, as its subscriber base reached 10. 14mn and its market share 22. 5%, up from 19% in the same period of the previous year. Warid Telecom, a relative newcomer to the market, reported 550,000 net additions, accounting for 38. 3% of the total and an overall market share of 31. 7%, against 22. 7% in the previous year.

As for Grameenphone, its 520,000 net additions contributed 36. 3% of total new mobile customers in Q308, a significant fall from the 52. 4% of total net additions reported in the second quarter. Figure1: Market share as per BTRC However, the real looser in the quarter was third-ranked Aktel. The operator made a net loss of 190,000 subscribers in Q308, its total customer base falling to 7. 63mn. Its overall market share fell to 16. 9% from 22. 1% in the previous year. Despite the operator’s flagging performance, renewed investment is expected to come from its new shareholder, Japan’s NTT DoCoMo, which acquired a 30% stake in the operator.

Teletalk similarly reported the only other loss to its subscriber base, reporting 900,000 subscribers against 1. 07mn in the previous quarter. Table 1: Market Share as per BTRC |Operators |Active Subscribers | |(December 2008) | | |GrameenPhone Ltd. (GP) |20. 9m | |TMIB (Aktel) |8. 20m | |Orascom Telecom Bangladesh Limited (Banglalink) |10. 33m | |PBTL (Citycell) |1. 81m | |Teletalk Bangladesh Ltd. (Teletalk) |0. 8m | |Warid Telecom International L. L. C (Warid) |2. 33m | |Total |44. 64 | 2. 2. Market penetration By the end of September 2008, the number of Bangladeshi mobile subscribers had risen to 45. 09mn, up by 42. 1% on the previous year. Mobile penetration had increased to over 31%, up from 25% at the start of the year.

Despite poor growth in the third quarter, which saw just 1. 426mn net additions compared with 4. 773mn and 3. 737mn net additions in the first two quarters respectively, BMI retained its forecast for 13. 2mn new mobile customers and a penetration rate of 34% by the end of 2008. Mobile subscriber growth is expected to remain strong over the next few years, despite the downward impact of mobile re-registration introduced by the government, and we predict there to be 181mn mobile subscribers and a penetration rate of over 120% by 2013.

BMI now predicts that Bangladesh will gain nearly 13. 2mn new mobile customers in 2008, and that penetration will rise to 34% by the end of the year. Mobile subscriber growth rates are expected to remain strong over the next few years; we now predict that, by the end of 2012, Bangladesh will be home to almost 148mn mobile subscribers and a penetration rate of nearly 99%. Grameenphone, Bangladesh’s largest mobile operator by subscriber numbers, once again secured the highest number of new customers in Q208; by the end of June, the market leader served more than 20. mn mobile subscribers. Grameenphone reported gains of over 2. 5mn mobile customers, which was equivalent to 52. 4% of total net additions in the second quarter. Grameenphone’s two largest competitors in the mobile market, Banglalink and Aktel, continued to feel the pressure from United Arab Emirates (UAE)’s Warid Telecom, which launched commercial services in Bangladesh in May 2007 and which had raised its share of the market to 7. 6% by the end of June 2008.

Warid Telecom remains confident that it can win 10mn subscribers by the end of 2009. Aktel appears to have suffered more than Grameenphone and Banglalink since the launch of commercial services by Warid Telecom. However, September 2008 saw the completion of a US$350mn purchase of a 30% stake in Aktel by Japanese mobile operator NTT DoCoMo. This move is expected to bring about a new round of investment for Aktel and has potential to revive the operator’s flagging performance. Table2: Telecom penetration in Bangladesh Year |1999 | |Entry Barriers |High | |Bargaining power of customer |High | |Bargaining power of supplier |Low | |Availability of substitute |High | |Existing competitive pressure |Moderate | 3. 1. 1. Existing competitive pressure The rivalry is moderate. The market leader among all the mobile phone operators is GP. GrameenPhone Ltd. ’s main competitors are Banglalink, Aktel and Warid. GrameenPhone Ltd. has a wider network, aggressive promotion strategy & huge investment than any other bank. Recently GrameenPhone Ltd. is loosing lots of its existing customers to Banglalink, Aktel and Warid. 3. 1. 2. The competitive force of potential entry

The entry into this industry is very difficult for the following reasons: capital requirement is relatively high; special technological knowledge is required; the client base is relatively high and it is very difficult to penetrate and search for new clients. These are the negative sides to enter into this industry. On the other hand Government has recently imposed tax on SIM which increases the price of new connection. 3. 1. 3. Bargaining power of supplier Bargaining power of supplier is Low. Bargaining power of the suppliers is low in the market as there are a lot of telecom related suppliers available. More over some giant Swedish and Finish multinational companies have already established their business in the market. 3. 1. 4. The power of buyers In Bangladesh Telecom industry, there are already 6 giant companies trying to find their niche.

It has been clearly noticed that, as the market is growing, proportionally all the companies are getting new subscribers depending their nationwide coverage. So it is assumed that, even if the bargaining power of the customer seem to be high, due to the high growth rate of the market, each company is somehow getting benefited. Their market share is increasing, keeping pace with the growth rate of the market. 3. 1. 5. Availability of substitute The availability of substitute is high. People can switch to one telecom operator to another telecom operator with minimum switching cost. It has been a concern for the well establish telecom operator of Bangladesh like GP. Chapter 04: Organization Review

Grameenphone is the pioneer in providing world-class telecommunications services in Bangladesh with innovative products and services while delivering and maintaining superior customer experience. At the current moment, the company has 47. 6% of the mobile market share. 4. 1. Purpose of the Company Grameenphone (GP) has been established to provide high-quality GSM cellular service at affordable prices. Grameenphone has a dual purpose: • To receive an economic return on its investment • To contribute to the economic development of Bangladesh. 4. 1. 1. Vision of Grameenphone “We are here to HELP” This means that we exist to help our customers get the full benefit of communications services in their daily lives. We want to make it easy for customers to get what they want, when they want it. Grameenphone Annual Report ’07) 4. 1. 2. Values of Grameenphone In order to make the vision achievable, GrameenPhone Ltd. follows four values which are as follows- • MAKE IT EASY • BE INSPIRING • KEEP PROMISES • BE RESPECTFUL 4. 1. 2. 1. MAKE IT EASY This means – “We are practical. Everything we produce should be easy to understand and use. We are all about making things easy. Easy to understand, easy to use and easy to get hold of products and services. Easy and helpful working relationships. We offer real value. We are about making things more simple and mutually-beneficial for everyone with whom we come in contact with on a day-to-day basis.

Because we never forget we are trying to make our customers’ lives easier. ” (Grameenphone Annual Report ’07) 4. 1. 2. 2. Be inspiring This means – “We are creative. We bring energy and imagination to our work. We want to be a partner in the development of our community. We are passionate about our business; customers and our country. We are innovative and quality-driven in what we do and how we do things. We are closely involved in our community and with our employees. We lead by example; we value our customer’s relationships and feedback with us and are constantly open to new ideas. We drive the mobile communications market in Bangladesh. ” (Grameenphone Annual Report ’07) 4. 1. 2. 3. Keep promises

This means – “Everything we set out to do should work. If it does not, we are there to put things right. We are about delivery, not over promising – actions not words. For us, actions speak louder than words. We try to clearly understand our audience’s needs and respond accordingly. We are clear, to-the-point and focused in our behaviours and actions. We deliver upon, and exceed expectations. ” (Grameenphone Annual Report ’07) 4. 1. 2. 4. Be respectful This means – “We acknowledge and respect the local culture. We are respectful and professional in regard to all our interactions, both internally and externally. We are open, helpful and friendly.

We must always keep in mind that our success is based on having loyal, satisfied and supportive customers, employees and partners. We are confident, without being arrogant. ” (Grameenphone Annual Report ’07) 4. 2. Historical background Grameenphone was offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications on November 28, 1996. The Company launched its service on March 26, 1997, the Independence Day of Bangladesh. In 1996, Bangladesh was preparing to auction off private cell phone licenses to four companies. So at the behest of Dr. Muhammad Yunus (Grameen Bank’s founder) but completely independent of Grameen Bank, a not-for-profit private company called Grameen Telecom was created.

Grameen Telecom, in turn, created a for-profit company called Grameenphone, found a foreign partner, and put in a bid; Grameenphone received one of the four licenses. Grameenphone total capitalization was US$120,000,000, including around US$50 million from IFC/CDC, and the Asian Development Bank (ADB). It also received US$60 million in equity from the four Grameenphone private partners. These were the Norwegian Telenor with a 51% share, Marubeni of Japan with a 9. 5% share, and the American Gonophone at 4. 5%. Grameenphone’s fourth partner is Grameen Telecom (with 35%), and Grameen Telecom borrowed US$10. 6 million from the Open Society Institute to set up Village Phone. Grameenphone launched service in urban Dhaka on March 26, 1997. It makes its profits by serving wealthier urban customers.

But from the point of view of the Grameen family and its strong anti-poverty mission, the for-profit, urban-only Grameenphone exists for only one reason: To fund, with its profits, the extension of cell phones into rural Bangladesh in order to provide entrepreneurial opportunity to Grameen Bank members through Village Phone. As Dr. Yunus puts it, “Grameenphone is merely what we need to do Grameen Telecom’s Village Phone. ” 4. 4. Shareholders of Grameenphone Figure 5 : Share holders of GrameenPhone Ltd. Grameenphone has 2 shareholders – Telenor & Grameen Telecom. 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. (Grameenphone Annual Report ’07) 4. 2. 1. Telenor Mobile Communications AS Telenor AS is the leading Telecommunications Company of Norway listed on the Oslo Stock Exchange. It owns 62% shares of Grameenphone Ltd. The Telenor Group is a leading provider of telecommunications services worldwide.

The company has a strong footprint in Central Eastern Europe and Asia and a leading Nordic position in mobile, broadband and TV services with ownership interests in 12 mobile operators across Europe and Asia. Telenor is organized into three business areas; Mobile operations covering 12 countries, and Fixed-line and Broadcast services covering the Nordic region. The Telenor Group is listed on the Oslo Stock Exchange, with headquarters in Oslo, Norway. Telenor started out as a public company in 1855 and builds on more than 150 years of telecom experience. Figure 6 : Revenue distribution of Telenor group 4. 4. 1. 1. Key achievements of The Telenor Group More than 168 million mobile subscribers worldwide (Q2-2009) • Strong subscription growth, particularly in our Asian operations • Ranked top performer by the Dow Jones Sustainability Indexes 2007 and 2008 • Ranked as one of the world’s largest mobile operator • Revenues 2008: NOK 111 billion • Workforce 2008: 37 500 man-years • Listed on the Oslo Stock Exchange, with headquarters in Norway In the last few years Telenor has achieved tremendous growth and a significant portion of it is attributed to Grameenphone. The subscription base of Telenor is shown in the following graph – Figure 7: Subscription Growth of Telenor in millions

In addition to Norway and Bangladesh, Telenor owns GSM companies in Denmark, Austria, Hungary, Russia, Ukraine, Montenegro, Thailand, Malaysia ,Pakistan and India. 4. 2. 2. Grameen Telecom (GT) Grameen Telecom, which owns 38% of the shares of Grameenphone, is a not-for-profit company in Bangladesh, working in close collaboration with Grameen Bank, winner of the Noble Peace Prize in 2006 along with its founder Professor Muhammad Yunus. The Internationally reputed bank for the poor has the most extensive rural banking network and expertise in microfinance. It understands the economic needs of the rural population, in particular the women from the poorest households.

GT’s mandate is to provide easy access to GSM cellular services in rural Bangladesh and creating new opportunities for income generation through self- employment by providing villagers, mostly to the poor rural women with access to modern information and communication-based technologies. GT is also one of the three National distributors of Nokia brand handsets in Bangladesh andalso the authorized service provider of Nokia Care network, providing after-sales services to the Nokia customers. With the help of Grameen Bank, Grameen Telecom, with its field network, administers the Village Phone Program, through which Grameenphone provides its services to the fast growing rural customers.

Grameen Telecom trains the operators, supplies them with handsets and handles all service-related issues. GT has been acclaimed for the innovative Village Phone Program. GT and its chairman Nobel Peace prize laureate Professor Muhammad Yunus have received several awards which include :First ITU World information Society Award in 2005; Petersburg Prize for “Use of the IT to improve Poor People’s Lives” in 2004; and the GSM Association Award for “GSM in the Community” in 2000. As part of the conversion of Grameenphone from a private limited to a public limited company, Grameen Telecom transferred one share each on 31st May 2007 to its two affiliate organizations namely Grameen Kalyan and Grameen Shakti. 4. 3. Grameenphone Corporate Governance

In the fast-paced world of telecommunications, vibrant and dynamic Corporate Governance practices are an essential ingredient to success. Grameenphone believes in the continued improvement of corporate governance. This in turn has led the Company to commit considerable resources and implement internationally accepted Corporate Standards in its day-to-day operations. Being a public limited company, the Board of Directors of Grameenphone have a pivotal role to play in meeting all stakeholders’ interests. The Board of Directors and the Management Team of Grameenphone are committed to maintaining effective Corporate Governance through a culture of accountability, transparency, well-understood policies and procedures.

The Board of Directors and the Management Team also persevere to maintain compliance of all laws of Bangladesh and all internally documented regulations, policies and procedures. Grameenphone is a truly transparent company that operates at the highest levels of integrity and accountability on a global standard. 4. 3. 1. GP Organogram & Management Figure 8: GrameenPhone Ltd. Organogram 4. 4. Infrastructure of GrameenPhone Ltd. Grameenphone has the largest network with the widest coverage in the country. The GP network now covers over 98 percent of the population and over 87 percent of the land area with the remaining areas mostly falling under the Sundarbans and the Chittagong Hill Tract areas where mobile phone coverage is not allowed. The company invested more than BDT 35. 8 illion in 2007 primarily to further expand the coverage and increase the capacity of its network. A record 4181 new base stations were put into operation around the country during the year, crossing the 10,000 base station milestones in the process. In addition, the entire Grameenphone network is EDGE/GPRS enabled, allowing its customers to access high-speed Internet from anywhere within the coverage area. Figure 10 : Base stations of GrameenPhone Ltd. [pic] 4. 5. Products and Services of Grameenphone GrameenPhone Ltd. offers different products and services to meet the need of their consumer’s . The list of products and their features are given below: 4. 5. 1. Smile Prepaid

Grameenphone was the first operator to introduce the pre-paid mobile phone service in Bangladesh in September 1999. It offers the pre-paid subscription under the name Easy Prepaid which is currently called “smile prepaid”. This new SMILE prepaid has been designed to keep consumer smiling. It brings great rewards and benefits to consumers, amazing rates, and exciting new features. And this is just the beginning of a happy story. Features of Smile Prepaid Great Start-up Offer Start up price of this amazing prepaid is 900 tk. BDT 20 Preloaded Airtime and 100% cash back bonus against recharge with in 90 days of activation. Maximum bonus would be BDT 100 with 7 days validity. Low rates SMILE subscribers will enjoy reduced tariff of only Tk 1. 50/min 8am-12pm and 4pm-12am ) for all GP to GP calls and Tk 2/min to any other operator (8 am-12 am). A call to a BTCL number will cost Tk. 2. Amazing Savings With SMILE, talking with near and dear ones is more affordable. SMILE gives the opportunity to SMS at affordable rates. SMILE subscribers can easily call friends or families staying abroad just by dialing 012 followed by desired numbers and talk at economy rates. Great F&F Rates SMILE customers will enjoy great Friends & Family rates through which they can talk at only Tk 0. 49 per minute and SMS at only Tk 0. 50 to 3 Friends & Family number. Great Convenience 4. 5. 2. Xplore Postpaid With the new xplore postpaid, discover the pleasure of doing much more.

Packed with a treasure of new features and facilities it keeps in touch with loved ones and gives access to unlimited information and entertainment. xplore postpaid sets you free! Features of xplore Postpaid • Post-paid product with BTCL (Local, NWD, ISD and Economy ISD) connectivity . • Enjoy free incoming call from BTCL. • Attractive Start-up Offer with Free VAS. • No on-net/off net, simple flat and low Tariff. • Reduced rate on four F&F numbers . • Economy ISD (012 )  . • SMS Roaming . • Breakfast News . • Pre activated EDGE Service . • GSM features (Caller ID, Call divert, Call barring, Call Hold, and Call waiting) . • Wide collection of value added service (SMS, EDGE, Welcome Tune, Voice Mail, and Voice SMS) . International Roaming facility . • Flexible credit policy . • Pay your bills from anywhere using Flexi Load . • Monthly 6-12% Thank You discount on airtime & Crown Membership. 4. 5. 3. Djuice Djuice, the first Bangladeshi youth lifestyle brand from Grameenphone family is entering a new phase on its 2nd year. Djuice has been re-launched with brand new logo, a fresh new look and feel, and loads of new features, services, call rates and much more. Djuice has always believed in better communication opportunities and improved lifestyle options of the young generation. As a result, brand new exciting features and offers have arrived along with the new logo.

Every new djuice connection now comes with 200 free sms. Also djuice subscribers can talk to 2 F&F numbers all day and night long only at 90 paisa/min. Community pricing for djuice members has also become more attractive as every djuice-djuice call charge is now only 1 taka/min. Moreover, djuice subscribers can now call any number for only 80 paisa/min during off-peak hours. Djuice is also introducing bonus talk-time during peak hours – djuice subscribers can enjoy 20% bonus talk-time during peak hours against their off-peak hour usage. With all these brand new and exciting features, djuice hopes to serve the youngsters better every moment of every day.

Furthermore, with promise of further improvements and innovations over time, djuice is now an even more attractive proposition for the youth of Bangladesh. 4. 5. 4. Business Solutions Business Solutions is a complete, quality business communications service from Grameenphone – designed especially for the business community in Bangladesh. Business Solutions team is to help provide customer with customized telecommunications solutions through consultation. Get free minutes to talk with near and dear ones, based on customer’s committed usage. This unique plan for Business Solutions postpaid connections allows subscribers to commit a minimum usage per month; based on committed usage, customer can enjoy free minutes to talk to their F&F and CUG numbers. For example, if a customer commits Tk. ,500 usage per month, the customer will enjoy a special flat rate and 250 free minutes of talk-time. 4. 5. 4. 1. Benefits of Business solution 4. 5. 4. 1. 1. F & F numbers Enjoy special tariffs for 3 special numbers (F&F) of customer choice 24 hours a day on both pre-paid and post-paid connections. 4. 5. 4. 1. 2. Business Hour rate Experience cost effective tariffs during busiest time of the day. Make calls at lower rates from 9am till 6 pm. 4. 5. 4. 1. 3. Closed User Group (CUG) rate The Closed User Groups (CUG) feature gives customer lower call rates when they make calls within their defined company connections. 4. 5. 4. 1. 4. International Roaming

Customer can get a connection designed with extended roaming service; Grameenphone has agreements with more than 115 countries worldwide so customers are always available at their own mobile number while traveling abroad. 4. 5. 4. 1. 5. Call divert This service allows customers to automatically divert incoming calls to another mobile number whenever they are unable to receive a call, too busy, or simply unreachable. 4. 5. 5. Internet Internet is the most convenient medium of information, through which people can enhance their knowledge, spread the same from one corner of the globe to whichever place they wish with a single click. Communication solutions eveloped by Grameenphone across all the media have always focused one single thing – to help people stay close to their dear ones and to enlighten their lives through free and flawless access to information. Grameenphone internet is another step towards fulfilling this goal. With this step, Grameenphone promises to enlighten the lives of 20 million people by providing easier and faster access to information than ever before and better from other telecom operator. GrameenPhone Ltd. so far brought internet in the following ways. • Desktop and Laptop browsing: by using the mobile as modem or by internet modem that is made by Huawei • Mobile screen browsing: WAP/internet browsing on the mobile • CIC: More than 550 CICs all over the country for those who do not have access to PC.

A fair usage policy for internet packages is all about ensuring the best quality of internet usage among all the users. The policy makes sure that no single user occupies most of the bandwidth. To provide the best experience to the valued customers with the mobile internet connection service, Grameenphone has established a fair usage policy for P4. Also, another fair usage policy is developed for 24*7 monthly browsing @ BDT 700 per month. 4. 5. 6. Value Added Services Grameenphone also offers different value-added services including SMS, MMS, Welcome Tunes (Ringback Tones), Voice SMS, SMS Push-Pull Service, Voice Mail Service (VMS), and Fax and Data among others. Description of those are given below 4. 5. 6. 1. Call Block

Many subscribers are being harassed with unwanted or disturbing calls on a daily basis. To overcome this problem, Grameenphone introduces Call Block Service to its valued subscribers. Call Block Service enables subscribers to easily block unwanted calls to their mobile phones anytime, anywhere. 4. 5. 6. 2. BillPay Grameenphone’s BillPay service brings customer a hassle free and secured solution to pay their DPDC (ex DESA), DESCO, Titas Gas, and PDB (PDB bills are applicable only for Chittagong, Cox’s Bazaar, Rangamati, Khagrachari and Sylhet Division areas only) bills. Customers can easily pay their utility bills from nearest Bill Pay marked shop or through their own GP mobile. 4. 5. 6. 3. Instant Messaging

World’s latest innovation in mobile messaging is here now for GP subscribers. With this Innovative service customers will be able to use PC-style instant messaging and presence on mobile phones through GP’s own chat software. This also allows a GP user to chat with other IM buddies around the world. The unique features of Instant Messenger are • GP to GP Chat • SMS • Broadcast Message • Off line messages • Presence status display 4. 5. 6. 4. Messaging 4. 5. 6. 4. 1. Multimedia Messaging Multimedia Messaging Service (MMS) is an exciting way to share special moments such as birthdays, weddings and holiday pictures with loved ones. Customers can even send pictures and video clips to e-mail addresses.

Customers can customize their messages with texts, pictures, animations, music, video clips (Up to 100 KB). Customers can record special moments and save it for the future – in their phone, e-mail inbox or even mail it to another user. 4. 5. 6. 1. 2. Voice Messaging If customers want to leave a special message, like a birthday wish or marriage anniversary greeting for someone, Grameenphone’s Voice SMS service can help them . Or when someone would like to send a message but the receiver may not be comfortable with using SMS, then too, Grameenphone’s Voice SMS service can help them. 4. 5. 6. 5. Missed Call Alert Now customers can be notified by SMS of the last 3 calls that they had missed when their phone was unreachable.

The alert notifies registered subscribers of the service about the calls when they were unreachable due to any of the following reasons: • Handset switched off . • out of network or coverage area  . • No charge in battery of mobile phone . 4. 5. 6. 6. Welcome Tunes Express yourself through your favorite tunes! Set your most wanted songs as ring back tone on the mobile phone. To make it more personal, record own voice & set it as Welcome Tune to greet your friends! 4. 5. 6. 7. Cricket Updates Now, customers can get latest cricket scores via their GrameenPhone mobile phone. Just choose the option convenient for them. By dialing 2002 or send sms to 2002 4. 5. 6. 8. CellBazaar

CellBazaar is a service from Grameenphone that allows customers to buy or sell over mobile phone. If customers want to sell something, post the information on CellBazaar through Grameenphone, and buyers will contact them. If anyone is looking for something to buy, or a service (e. g. , tutor), they can look for it on CellBazaar and contact the seller directly. When buyers sees an item they like, they can call the seller, get additional information, and meet the seller to complete the transaction. CellBazaar is a platform for buyers and sellers to find each other. 4. 5. 6. 9. Mobile Backup Mobile Backup is a service that ensures a safe and secure way of storing important data of mobile phone including Contacts, SMS, Photos, Music, etc.

The Mobile Backup service saves mobile phone’s data to Grameenphone’s secure server, and also enables customers to restore the saved data back in their phone, whether it is new or existing. Chapter 05: Research part 5. 1. Area Description The main area of my population is Chowgasa, Bagharpara and Jessore Sadar. Brief descriptions of those areas are given below. Chowgasa: Total area: 268. 28 sq. kilometers. Estimated population: 21 Lakh. Estimated GrameenPhone Subscribers: 60 % of total mobile users. Bagharpara: Area: 432. 81 sq kilometer Estimated Population: 12 lakhs Estimated GrameenPhone Subscribers: 58 % of total mobile users. Jessore Sadar: Area: 268. 7 sq kilometer Estimated Population: 10. 8 lakhs Estimated GrameenPhone Subscribers: 62 % of total mobile users. 5. 2. Research design 5. 2. 1. Qualitative Study

In this phase of study, rigorous comparison has been done among different traditional media vehicles and nontraditional media vehicles with the help of unstructured question to find out the problem statement and hypothesis. 5. 2. 2. Quantitative Study: 50 people are being surveyed . Most of them belongs to Jessore Sadar, rest of them are from Chowgasa And bagharpara. All of them uses different kinds of Grameen phone package/brand . all of them are above 18 years old covering different kinds of age group. They are also in different kinds of occupation.. Chapter 06 Analysis 6. 1. Graphical Presentation and analysis 6. 1. 1. : Brand Preference: Table 5: Brand Preference Brand |Frequency |Percent | |D- Juice |18 |62 | |Gold/Smile |31 |36 | |Explore |0 |0 | |GP Phone |0 |0 | |Business Solution |1 |2 | |Internet Sim |0 |0 | |Total |50 |100 | [pic] Explanation: I have made the survey on 50 grameen phone users and found that in Jessore Sadar there is some user of D-juice. But in Bagharpara and Chowgasa area the Smile subscribers are more than the D-juice subscribers. From the above table and the diagram we can see that the Smile Subscribers are more than D-Juice subscriber for the three area. 62% of GrameenPhone subscribers use Smile Connection and 36% of the GrameenPhone subscribers are D-juice connection user and only 2% of them are Business Solution users. There is no GP Phone or Internet sim users in those areas. 6. 1. 2. Preference of the value added services: Services |Frequency |Percent | |SMS |30 |60 | |VSMS |0 |0 | |Helpline |2 |4 | |Internet Browsing |5 |10 | |Call Block |0 |0 | |Sports Update |7 |14 | |News Update |0 |0 | |Others |1 |2 | |Electric Bill | | | |Don’t use VAS |5 |10 | |Total |50 |100. 0 | [pic] Explanation: from the above table and chart we can see that the most preferred value added service is SMS( Short Message Service).

About 50% of the mobile subscribers like this service. Then internet Browsing is the second preferred service which is about 10% and then Helpline (4%) others-Electric Bill(2%) Here it must be mentioned that there is some people who don’t use the value added services or don’t know and bother about the services. They are about 10% of GP aubscribers. 6. 1. 3. Overall Interpretation: Figure 19: Love to read messages provided by mobile phone operator |Statements |Stronly Agree |Agree |Neutral |Disagree | 1. How long are you been using this package? For < 1 year |1-2 years |2-3 years |3-4 years |4-5 years | 2. For what reason/s are you using this package? |Low Tariff |Internet use |FNF benefit |Other purpose | 3. What value added services do like most of the brand? |SMS(short message service) |Voice SMS |Help line(For health) |Sports update | |Internet browsing |Call block |News update |Others.

Like… | | | | |A) | | | | |B) | 4. What other value added services do you think GrameenPhone Ltd. can provide? Please list. |1 | | |2 | | |3 | | |4 | | 5. Have you faced any problem(s) regarding the brand you are using? Yes |No | 6. If yes, then please mention the problem(s)? |1 | | |2 | | |3 | | |4 | | |5 | | 7.

Do you have any idea(s) to improve the services provided by GrameenPhone Ltd.? If yes, then please mention? |1 | | |2 | | |3 | | |4 | | |5 | | For the following questions, mark from 5 to 1 scale. 5=strongly agree, 4=agree, 3=neutral, 2=disagree, 1=strongly disagree. |Questions |Scales | |09 |The tariff of the brand I am using is low. |5 |4 |3 |2 |1 | |10 | I am satisfied with the FNF service of GrameenPhone Ltd. |5 |4 |3 |2 |1 | |11 |The package I am using has a good brand image in the market. |5 |4 |3 |2 |1 | |12 |GrameenPhone Ltd. provides good value added services. |5 |4 |3 |2 |1 | …Thank you very much for your cooperation. References 1. http://www. businessmonitor. com/bangladesh_telecoms. html 2. http://www. protham-alo. com 3. http://www. scribd. om/doc/7127346/Customer-Satisfaction-Grameen-Phone-Bangladesh 4. BTRC website 5. www. GrameenPhone Ltd. Com 6. http://www. articledashboard. com 7. http://www. whereonearthgroup. com/radio-advertising. php) 8. http://www. marketingscoop. com/index. htm 9. http://www. amazon. com/Internet-Advertising-Research-Consumer-Psychology 10. http://www. goarticles. com 11. http://www. wikipedia. com 12. Gupta Dr. S. P. and Gupta Dr. M. P. Business Statistics, fourtheenth edition, Sultan Chand & Sons, Educational Publishers, New Delhi. 13. Kotler, Philip, and Armstrong, Gary, Principles of Marketing, International Edition, Prentice-Hall, Inc. , New Jersey07458. [pic][pic][pic][pic] ———————–

Grameen telecom [38%] vc0078szxx Telenor Mobile Communications AS [62%] | . 6†—ANOOO |KeiUiUi?? –‹€‹uh]PCP€]8‹h ! ‰h~ |B*phyh !‰h? M•B*? phyh !‰h~ |B*? phyh !‰h? M•B*phy vc0078szxx Board of Audit Committee GrameenPhone Ltd. Board of Directors Internal Audit Chief Executive Officer Financial Services* Broadband Chief Technology Officer Chief Marketing Officer Chief Finance officer & Deputy CEO Chief Corporate Afairs officer & Company Secretary Chief Human Resources officer Chief Communications Officer

Cite this Brand Preference of Grameenphone Subscriber in Bangladesh

Brand Preference of Grameenphone Subscriber in Bangladesh. (2018, Aug 03). Retrieved from https://graduateway.com/brand-preference-of-grameenphone-subscriber-in-bangladesh/

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