Presentation-on-Marketing-Plan-of-Grameenphone (2).ppt

Marketing Plan of Grameen Phone

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Presentation on Marketing Plan of
Grameenphone

2. Introduction
Grameenphone is the largest mobile operator in Bangladesh
and offers special packages and agreements to the largest
companies and organizations in the country. Grameenphone
was the first company to introduce GSM technology in
Bangladesh. It also established the first 24 -hour Call Center to
support its subscribers. With the slogan Stay Close, stated goal
of Grameenphone is to provide affordable telephony to the
entire population of Bangladesh. We have analyzed the
marketing plan of Grameenphone and try to point out their
lacks and suggest some new idea

3. Grameen Phone Limited is an existing company, and is the leading
cellular service provider in Bangladesh operating a nationwide. Over
the past few years the use of cell phone brought about tangible
changes in the lifestyle of the people of Bangladesh. Today, a cellular
phone is a mere necessity. From a small retail trader at Karwan
Bazaar to a remote villager uses cell phone. Four companies are
operating in the mobile phone sector in Bangladesh. Grameen Phone,
Citycell, Robi and BanglaLink Airtel. Among them the services of
Grameen Phone appear to be comparatively better in terms of
nationwide networking, customer handling, trouble shooting, billing
system etc. Grameen Phone (GP) has been established to provide
high quality GSM cellular services at affordable prices
Market description

4. Review of the
competition
Star: Grameen phone
Question: mark:Robi
Cash cow: Banglalink
Dog: Airtel
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•Marketing Mix
Our marketing mix consists of
Product
Price
Place
Promotion
PromotionPromotionPromotionPromotion

6. Analysis of SWOT
Strengths:
Market Leader
Skilled Human Resource
Largest Geographical Coverage
Brand Name / Grameen Image

7. Weaknesses:
Poor interconnection with
BTTB
No long-term
Distribution/Channel strategy
Different departments not
working together
Complicated price structure

8. 4Opportunities:
Economic growth of Bangladesh
Huge need for telecom services
New international gateway
Growth in other operator will give
more connection.
Declining prices for handsets

9. Threats:
Devaluation of Taka
Price war
BTTB has limited capacity for
interconnections
Risk of fire in GP’s Installation

10. Objective and issues
In this report I have tried to look into the two
major activities of HR e.g. Recruitment &
Selection & Training & Development of the Sales
Department under the Marketing & Sales
Division of Grameen Phone. I will also show how
these activities support the organization’s
overall strategy, and how it is linked to other
sales activities within the organization

11. Market strategy
Grameen phone target market would not
only consist of higher level people and
corporate offices but also renowned
colleges and universities where internet
access is a must

12. A breakdown of our major customers
•#Corporate people
•#Working Men & Women (at home)
•#Business Office
# Village people
#Remote people
#Young generation
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13. Promotional strategy:
Advertising:For our product’s advertising we
will use informative advertising. Our consumers
must get sufficient information from the
advertisement so that they understand the
necessity of our service. We are planning to
give our advertisement in Television, Radio and
we will also do postering in the in many places
huts of our target area.

14. Newspaper
•In every day we give advertisement on
Prothom alo
Bangladesh protidin
The new age
Kaler kontho
Daily star
The independent
The daily sun and etc.

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16. Radio advertisement
We are planning to broadcast our
advertisement on Radio furti,Radio
amar, Radio today, Radio Abc every day
of the year, 8 times a day. It will be a 30
second advertisement. The tariff is 1200
taka per advertisement and it will cost
us almost 3.5 million in a year.

17. Billboard advertisement
•We provide all important public place in Bangladesh.
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18. Public relation
We have a special offer for corporate people.
The schedule and prices are customized on their
favor.
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19. Personal selling
We arrange various campaigns in school, college, university and
many high officials
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22. CONCLUSION:
GrameenPhone Ltd is still a growing company, in spite of all the
success it has achieved so far. It holds kind of a monopoly position in
the mobile telecommunications market. However, it cannot afford to
get complacent. Competition is always on the lookout for new ideas
and schemes. In order to maintain its number one position in the
market, it is imperative that GP focus on the people who matter most
to the companies-the people. Now the various dealers, distributors,
outlets, and/or agents are GP’s representatives to the people. It is
the impression that these individuals create that will influence
people’s impression of GP. It is thus highly important for GP to act
favorably towards these individuals, give them as much support and
assistance as possible. GP must make time to hear the feelings and
views of these individuals.