1.

Executive Summary
Cellular phone has become such a vital necessity if our day to day life that we can not spend a
single day without it. In the current scenario of todays telecom sector, we find some names
everywhere and their activities are touching our lives. The name of the cellular operators like
GrameenPhone, obi, !anglalink, and Citycell " Teletalk is e#panding with their activities to
gain their respective goals. To e#ecute their goals accurately, they adopt several marketing
strategies. In my report I have focused the vital business strategies from different viewpoints of
GrameenPhone. $rom this analysis we have able to identify their process of capturing different
generations and the key factors of their market acceptance. $rom this study we are able to know
about market segmentations, positions, marketing mi#, %&'T analysis and various special
features of GrameenPhone. Then I have discussed about the competitive advantage of the
company. $rom the discussion we have found that grameenphone is the market leader, banglalink
is the market challenger, obi is the market follower and Citycell is the market nicher. Then last
of all I have analy(ed the %&'T analysis. In %&'T analysis I have tried to discuss about the
strength weakness opportunities and treats as broadly as possible. Then I have discussed about
the marketing mi# strategies. )arketing strategies are the strategies of each company with *ps
that is product, price, place and promotion. I have tried to discuss broadly the companys
marketing mi# strategy. $rom the overall activities, we can say that cellular phone sector is the
most crucial for the growth of our economy and to survive in global market.
I have tried to make the report as comparable as possible. I have tried to input as much data as
possible.
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2. Company Overview
Grameenphone -., widely known as GP, is the leading telecommunications service
provider in !angladesh . &ith more than /0 million subscribers -as of 1une /002.,
Grameenphone is the largest cellular operator in the country. It is a 3oint venture enterprise
between Telenor and Grameen Telecom Corporation, a non4profit sister concern of the
internationally acclaimed microfinance organi(ation and community development bank Grameen
!ank. Telenor, the largest telecommunications company in 5orway, owns 66.27 shares of
Grameenphone, Grameen Telecom owns 8*./7 and the remaining +07 is publicly held.
Grameenphone was the first company to introduce G%) technology in !angladesh. It also
established the first /*4hour Call Center to support its subscribers. &ith the slogan Stay Close,
stated goal of Grameenphone is to provide affordable telephony to the entire population of
!angladesh.
3. History
November 28, 1996: GrameenPhone was offered a cellular license in !angladesh by the )inistry
of Posts and Telecommunications.
March 26, 1997: GrameenPhone launched its service on the Independence 9ay of !angladesh.
June 1998: GP started its services in the port city of Chittagong, the second largest city in the
country. Cell to cell coverage in the 9hakaChittagong corridor also enabled GP to introduce its
service in a number of other districts along the way.
September 1999: GP started its service in the industrial city of :hulna. 'nce again, a number of
other districts came under coverage of GP because of the cell to cell coverage between 9haka
and :hulna. ;arlier in %eptember +<<<, it introduced the ;=%> prepaid service in the local
market. It also introduced the ?oice )ail %ervice -?)%. and the %hort )essage %ervice -%)%.
and other ?alue =dded %ervices -?=%..
June 2000: GrameenPhone started its services in %ylhet, !arisal and a3shahi, bringing all si#
divisional head@uarters under the coverage of its network. The service in !arisal region was
started after the microwave link between :hulna and Chittagong was completed.
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August 2003: =fter si# years of operation, GrameenPhone has more than one million
subscribers. November 200: GrameenPhone continues to being the largest mobile phone
operator of !angladesh with more than 6 million subscribers.
November 16, 2006: =fter almost +0 years of operation, GrameenPhone has over +0 million
subscribers. GrameenPhone has built one of the most e#tensive infrastructures of !angladesh
and is a ma3or contributor to the development of the national economy.
!ecember 31, 2007: GrameenPhone is one of the largest private sector investments in the
country with an accumulated investment of A%9 B+.C billion up to 9ecember /00C.
GrameenPhone is also one the largest ta#payers in the country, having contributed nearly !9T
6000 Crore in direct and indirect ta#es to the Government ;#che@uer over the years of which is
amount, !9T +DC0 Crore was paid in /006 alone.
GP was also the first operator to introduce the prepaid service in %eptember +<<<. In addition to
core voice services, GrameenPhone offers a number of valueadded services, in each case on
both a contract and prepaid basis. It established the first /*hour Call Center, introduced value
added services such as ?)%, %)%, $a# " 9ata Transmission %ervices, International oaming
%ervice, &=P, %)% based PushPull %ervices, ;9G;, personal ring back tone and many other
products and services.
4. Vision
&e are here to E;FP .&e e#ist to help our customers get the full benefit of communications
services in their daily lives. &e want to make it easy for customers to get what they want, when
they want it.
Their ma3or values are , we never forget that we are trying to make our customersG lives easier,
we want to be a partner in the development of our community , we are about delivery, not over
promising 4 actions not words , &e are respectful and professional in regard to all our
interactions, both internally and e#ternally.
5. Limitations o t!e stu"y
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In every research work there are some limitations faces when conducting different activities. In
the process of research work we also face certain limitations that hampers our general activity.
some of this notable limitations are4
#!e report !as $een con"ucte" wit!in a s!ort time rame
#!e stu"y is main%y ocuse" on pro"uct mar&etin' strate'y on
()*+EE,-HO,E in .an'%a"es! $ut it is orei'n company. .ut !ere we
emp!asi/in' on (- in .an'%a"es!. so $ein' concerne" on%y wit!in t!e (- in
.an'%a"es! seems to us %imitation o a stu"y.
(- Hea"0uarters is %ocate" in (u%s!an . .ut t!ey are very $usy wit! t!eir
re'u%ar tas&1 so it $ecomes 0uite "i2cu%t or t!em to 'ive time in outsi"e.
*n" a%so t!ere are some ru%es an" re'u%ation so t!at we can3t enter t!e !ea"
o2ce. So t!at we !ave to ta%& wit! t!eir customer center o2cer t!at was a
$i' %imitation to us.
(- it is !u'e company an" t!ere are %ot o emp%oyers an" customer care
center is a%so avai%a$%e. t!e stu"y con"ucte" can $e !ampere" as t!e
mar&etin' strate'y o (- can3t $e covere" at t!e s!ort time. 4e 'ot on%y 253
wee&s or preparin' t!is report. 6t cou%" $e a %imitation o t!e stu"y.
4e ace" a $i' pro$%em $y "oin' t!is report t!at is e%ectricity pro$%em t!at
ta&e %ot o time.
7. +ar&etin' strate'y an" *na%ysis
6.1 MARKETING MIX
)arketing )i# is the set of controllable tactical marketing tools the firm blends to produce the
response it wants in the target market. The marketing mi# consists of everything the firm can do
to influence the demand for its product. The many possibilities can be collected into four groups
of variables known as the Hfour PsIJ product, price, place, promotion. $igure shows the particular
marketing tools under each p.
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Product
?ariety
Kuality
9esign
$eatures
!rand 5ame
Packaging
%ervices
Price
Fist price
9iscount
=llowance
Payment period
Credit terms
Promotion
=dvertising
%ales proportion
Public relation
Personal selling
Place
Channels
Coverage
=ssortments
Focations
Inventory
Transportation
Marketing Mi
Product
Product means the goods and services combination the company effect that offers
to the target market for attention, ac@uisition, use, or consumption that might
satisfy a want or need.
Price
Price is the amount of money charged for a product or service, or the sum of the
values that consumers e#change for the benefits of having or using the product or
service.
Place Place includes company activities that make the product available to target
consumers.
Promotion
Promotion means activities that communicate the merits of the product and
persuade target customer to buy it.
7.2 (rameenp!one -ro"uct +ix
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Target
Customers
Intended
Positioning
= product is anything that can be offered to a market and that is potentially valued by a target
market for the benefit or satisfactions it provides, including ob3ects, services, organi(ation,
places, people and ideas.
=s in a service providing business Grameenphone provides different types of service in its
market as its products. In telecommunication business coverage and @uality is more important
than the number of product or service offered. &ith its best coverage and good @uality
Grameenphone has become the number one mobile operator in !angladesh.
Grameenphone has categori(ed its products in two types.
+. %tandardi(ed and
/. Customi(ed Products.


6.!.1 "tandardi#ed Product$ %tandardi(ed Product also has been divided into two typesJ Pre4Paid and
Post4Paid.
Pre%Paid
The brand name of prepaid products is %mile Prepaid %tandard and %mile -)obile to
)obile..
"mile &Prepaid "tandard'
"hoho( Package
Aapon Package
)ondhu Package
%mile %tandard prepaid allows consumers to make and receive I%9 and 5&9 call in all telecom
operators.
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"mile &Mo*ile to Mo*ile'
%mile )obile to )obile allows its consumers to make and receive call from any mobile
Po+tpaid
Xplore$ Lplore is the brand name of post paid product of Grameenphone. It is categori(ed in
two typesJ Lplore Package + and Lplore Package /. !oth of these Post4paid products has
!TT! -Focal, 5&9, I%9 and ;conomy I%9. connectivity, $le#ible Credit Policy, &ide
collection of value added service -%)%, ;9G;, &elcome Tune, ?oice )ail, ?oice %)%. and
International oaming facility.
6.!.! ,u+tomi#ed Product
H!usiness %olutionI is provided as a customi(ed service to different medium and large organi(ation
and Professionals. This customi(ation allows interesting call and sms charge among the member of the
organi(ation, fa# and internet service within the organi(ation branch. The customi(ed service of one
organi(ation is never told to other or disclosed. %eparate %trategic !usiness Anit -%!A. is responsible
for the success of each of this product. =s the way, this organi(ation has proved that %!A is important
for the success of a product in its market.
Interestingly Hd43uiceI, which is claimed as a life style brand of Grameenphone, is not mentioned
with this product line.
9ifferent types of value added services are provided with these products as product feature.
6.!.- .alue Added "er/ice+$ 4it! (rameenp!one3s V*S1 consumer can use mo$i%e
p!one or many ot!er purposes t!an ma&in' voice ca%%s. 4it! (rameenp!one3s V*S1
consumer can use mo$i%e p!one to8
%end and receive te#t messages, picture messages, voice messages
9ownload ring tones, logos, wallpapers
'btain news updates, cricket score updates
!rowse the Internet and also send and receive e4mails
Transfer data and send fa#
Participate in competitions and vote for opinions
Eealth line services.
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7.3 (rameenp!one3s -rice +ix
Price Ela+ticit0
It is the percentage change in the @uantity demanded when price changes, divided by the
percentage change in the price. GP has gained high price elasticity in the market.
Non%price 1actor+
The Gold holders pay a high amount of money in buying to get the high facility.
,o+t Anal0+i+
Product cost provides essential information for pricing decisions. To analy(e cost, GP
uses the following stepsJ
6.-.1 ,ompetitor Anal0+i+$ obi is the ma3or competitor of GP as it is consistent in its rates and
facilities and gain a most part of the market shares although !anglalink has more promotional
activities and call charge, they have not been able to hold the market yet. GP fi#es its competitor
on the basis of market share. They fi# price in keeping pace with the competitors price and their
probable responses to an alternative price strategies.
7.3.2 Le'a% *n" Et!ica% Consi"erations O (-
Price 1iing in channel+ o1 di+tri*ution
GP publishes articles and advertisements in all national dailies and television about the form and
theavailability of price information for the customers.GP provides its distributors at low cost. In
pricingthe channels of distribution, it has discrimination.
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7.4 (rameenp!one 9istri$ution :-%ace; +ix
6.2.1Importance 31 4i+tri*ution In GP$ To perform the above task effectively GP uses its own
distribution channels, which are distinguishable from others. &hen initially selecting a channel
of distribution for a new product, the pricing strategy and desired positioning of the product may
influence the choice of the channel. 'nce the channel of distribution design is complete and
responsibilities for performing the various marketing functions are assigned, these decisions
establish guidelines for pricing, advertising and personal selling strategies. GP is very much
efficient in establishing these types of strategies. It helps them to maintain an e#clusive
distribution channel to serve the end4users.
6.2.! GP5+ 4i+tri*ution "trateg0$ The motto of GP in establishing distribution channels isJ to
be the nearest of the customers. =nd e#actly their motto is realistic. GP is the nearest company of
the customers. It has opened all the doors to serve their customers most conveniently.
6.6.- GP5+ 4i+tri*ution "0+tem $The number of GP owned distribution centers all over the
country is around +2. The centers serve customers directly and deal them with guidelines and
advices to make the communication through network system easier and @uicker. !esides there
are around D0 franchises spreading all over the country right now. These franchises deal with the
customer problems and re@uirementsM they get complaints from customers, they collect creative
suggestions from the valuable customers. =nd other channels4 such as dealers, retailers4 are
making the products and services of GP more diversified to the customers. GP has not come to
its present situation instantly. ?arious types of changes incurred during the years of its business.
&e will see the different channels at different time period one by one.
Initial 4i+tri*ution ,hannel+
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$rom the beginning of the business of GP, it supplied its %I) to the distribution centers. 9ealers
got the product from the centers and sold those to retailers. The retailers, at last, sold the product
to end users. This was a traditional channel. %ometimes, end4users purchased products from
dealers as a whole to minimi(e the purchasing cost. Company did not sell directly to the
customers at that time.
'nly three years ago GP introduced a new and convenient channel of distribution to overcome
the traditional system. The two tails of the channel is the most attraction part to the customers.
Through around 80 distribution centers, GP distributes all key parts of the country. 9ealers, as an
intermediary, purchase the products from the centers and disburse those to two types of retailers.
'ne is N e#clusive retail outlet and another one is N non4e#clusive retail outlets are permitted to
sell the products of only GP. They are the guaranteed or authori(ed retailers. 5on4e#clusive retail
outlets can sell other companies product as well as they have no relation the customers or end4
users buy products from either of two types of retail outlets. They get the product or service of
company in the most convenient way at the student time period.

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Grameenphone Promotional tools
Grameenphone Promotional tools
=dvertising
=dvertising
%ales Promotion
%ales Promotion Public elation
Public elation
Personal
%elling
Personal
%elling
Price packs
Cash efund 'ffers
Pri(es
Patronage =ward
Premium
Price 'ffs
Price packs
Cash efund 'ffers
Pri(es
Patronage =ward
Premium
Price 'ffs
Publications
;vents
5ews
%ponsorships
Public service
activities
Identity )edia
Publications
;vents
5ews
%ponsorships
Public service
activities
Identity )edia
5ewspaper
Television
adio
)aga(ines
5ewslette
r
Internet
5ewspaper
Television
adio
)aga(ines
5ewslette
r
Internet
Inside %ales
$orce
Inside %ales
$orce
7.5 (rameenp!one -romotiona% +ix
Grameenphone uses promotional activities that communicate the merits of the product and
persuade target customers to buy it. Grameenphone can succeed to ac@uire more than +0 million
customers as of 9ecember /00D not only providing good service but also using high fre@uency
promotional activities. Grameenphone uses most of the promotional tools to give message for its
customers on the new product " e#isting product and product features. Grameenphone must do
more than make good product4 they have to inform customers about product benefits and
carefully position products in consumers mind. To do this Grameenphone promotes the
promotion tools areJ
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7.5.1 (rameenp!one *"vertisin' process
=ny 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 e#plain them. =dvertising can remind customers
of how to use the products and reassures them about their purchase.
6.6.! Grameenphone Ad/erti+ing 3*(ecti/e+
Grameenphone uses advertising as a promotional tool to make a communication task to be
accomplished with a specific target audience during a specific period of time.
6.6.- Grameenphone Ad/erti+ing tool+
Grameenphone uses different types of media to ac@uire different types of ob3ectives. To select
media depend on the target audience, product characteristics, message characteristics and cost.
The advertising tools that grameenphone uses as a media to communicate with the e#isting and
potential customers areJ
o 5ewspapersJ 5ewspaper covers all sorts of information about grameenphones product. It
mainly covers the informative and reminder advertising.
Target audience )essage characteristics 9uration Cost
Fiterate people. $le#ibility, high believability %hort life Fower
o TelevisionJ Television is an effective media for good mass4market coverage. Television
telecasts messages about new product and it is mostly used for persuasive advertisement.
Target audience )essage characteristics 9uration Cost
=ll types of people Eigh attention, high reach, high clutter Fong life Eigh
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but teenagers
influences more
o adioJ &ithin a lower cost, grameenphone broadcast their massage through radio. It is a
better way for persuasive advertisement.
Target audience )essage characteristics 9uration Cost
=ll types of people
but teenagers
influences more.
=udio presentation only but usage
mass and cover high geographical area.
elatively
short life
Fower
o )aga(inesJ =n effective media that grameenphone uses as a promotional tool to achieve
the customers awareness about grameenphone and its product. It is an effective media
for informative and persuasive advertisement.
Target audience )essage characteristics 9uration Cost
)iddle and Apper4
income audience.
Eigh4@uality reproduction, credibility
and prestige.
long life )edium
o 5ewslettersJ Grameenphone publishes newsletter regularly to inform e#isting customer
as well as potential customer about companys recent activities and offer.
Target audience )essage characteristics 9uration Cost
Foyal consumers
and interest
persons
?ery high selectivity, full control. %hort life elatively
low cost
o InternetJ Internet performs effective promotional tools grameenphone advertising. It
gathers all sort of information about grameenphone.
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Target audience )essage characteristics 9uration Cost
Internet browser Eigh selectivity, interactive possibilities. Fong time
still update
elatively
low cost
<. (rameenp!one Sa%es promotions -rocess
Grameenphone uses sales promotions that consist of a diverse collection of incentive tools,
mostly short term, designed to simulate @uicker or greater purchase of particular products or
service by consumers or the trade.
7.1 "ale+ promotion tool+
)any tools can used to accomplish sales promotion ob3ectives. 9escribes of the main consumer,
trade and business tools that grameenphone uses as short4term incentives to encourages the
purchase the product followJ
o Price4packsJ
No"#a han$set %est#va& ' ()*+s
Grameenphone Ftd. kicked off the first handset bundled promotion at its Grameenphone Centers
around the country. Ander this promotion free GP connections and bonus talk time, Tk.DD0 to
Tk./000 depending on handset, are being offered with select popular 5okia models.
o Cash efund 'ffersJ
than",ou
thankyou is grameenphone way of e#pressing their gratitude, because not only has consumer
loyalty touched us but has also made grameenphone the preferred mobile operator.
Grameenphone thankyou program provides consumer with a number of rewards that will make
consumer mobile phone e#perience with gramophone even more satisfying.
o Pri(esJ
grameenphone pothe pothe utchob
Grameenphones mobile transport travels all around the country and arranges different types of
amusing gameOcontest for their loyal customers and offers attractive pri(es who win the game
contest.
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o Patronage =wardsJ
thankyou crown, Be Special, Be crow
Grameenphone offers the prestigious thankyou crown membership to especially cater to you.
To enrich your life, grameenphone offers premium services and e#clusive discounts.
>ou will also en3oy e#ceptional service at all our customer touch4points. 1ust introduce yourself
with your Grameenphone number and put your feet upP &e will take care of your problem
while you rela#.
o PremiumJ
-n.o, %ree stu%%s /#th a ne/ 0p&ore )ac"age2 connect#on
&ith every new #plore Package / connection, you will get /6 Te#t %)%s " /6 free ?oice %)%s,
and 6 GP branded ing tones. %ubscriber has to use the free content and ?=% within / months
after activation.
o Price4'ffJ
268 minute+ 1ree9
=ll !usiness %olutions postpaid subscribers will en3oy +60 minutes free talktime per month for 8
months to call their $"$ numbers.
$or new subscribers, the offer is valid from the date of activation and for e#isting subscribers,
the offer is valid from /2 )arch G0C.
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)embership =verage )onthly Asage 'ver Fast %i# )onths 9iscount on %I) eplacement
Platinum !9T D600 and above +007
Gold !9T *600 to below !9T D600 C67
%ilver !9T /600 to below !9T *600 607
=. (rameenp!one persona% se%%in' process
Grameenphone personal selling is a good way to communicate the target customers. It focuses on
more creative types of selling and the processes of building and managing an effective sale
forces
:.1 Grameenphone per+onal +elling tool
Grameenphone mainly focus on inside sales forces that conduct business from their customer
care centre via telephone or visits from prospective buyers.
;. Grameenphone Pu*lic relation+ proce++
Public relation is one of the grameenphone strategic promotion tools building good relations with
the companys various publics by obtaining favorable publicity, building up a good Hcorporate
imageI.
;.1 Grameenphone Pu*lic relation tool+
Grameenphone public relation uses several tools. The tools are followingJ
o PublicationsJ Grameenphone published some sorts of materials to reach and influence
their target market. %ome publication materials areJ
*nnua% report
*rtic%es
(rameenp!one ,ews%etter
o ;ventsJ Grameenphone arranges some special event to draw attention to new products or
companies activities. %ome special events that grameenphone arranges fre@uentlyJ
Seminar
Conerence
#ra"e s!ows
o %ponsorshipJ Grameenphone promote their brands and corporate name by sponsoring
sport and cultural events and highly regarded causes. %ome current sponsorship by
grameenphone areJ
Grameenphone sponsors International Conference on ICT
'fficial sponsor of !angladesh Cricket
Grameenphone sponsor International Trade $air in :hulna
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o 5ewsJ Grameenphone finds or creates favorable news about the company, its product and
its people and get the media to accept press release and attend press conference.
Grameenphone in its official website media site covers all news about grameenphone, its
product and its people.
o Public4%ervice =ctivitiesJ Grameenphone has always been more than 3ust a mobile phone
service provider in !angladesh. It builds goodwill by contributing money and time to
good causes. Public service activities that performed by grameenphone areJ
Mother's Day thankyou vaccination discount. 'n the occasion of Q&orld )others
9ay, subscribers may also receive the following benefitsJ
%amorita Eospital offers /67 off on screening test.
1apan !angladesh $riendship Eospital offers 607 off on screening test and free
;PI vaccination.
Honoring unsung heroes Grameenphone in collaboration with Prothom =lo, a
leading daily newspaper in !angladesh, organi(ed a program titled HProthom =lo4
Grameenphone %hommanona /00DI. The aim of this program was to bring the little4
known development practitioners to the limelight creating inspiration and confidence
for others.
o Identify )ediaJ Grameenphone creates a good image by using promotional tools.
Grameenphone promotes the public relationship by its attractive logo, signs, uniform and
others.
1>. +ar&et se'ments
GP segments the market in three main categories. They are
4emographic +egmentation$ 9emographically ?irgin divided the market into three parts. They
are
=G;J 93uices target market is young generation people aged between +6 and
/6.
%e#4wiseJ 93uice does not differentiate se# wise. They are always aiming at both
male and female.
IncomeJ =s 93uice s aimed to young generation they assume that their target
customers will have limited income and that income will not be high.
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Geographic +egmentationJ 5ow they are mainly targeting the urban areas. People who are
trendy, young and uni@ue are their target market. In !angladesh, their ma3ority sales come from
the big metropolitan cities and urban areas.
P+0chographic +egmentationJ 93uice mainly segments the market based on psychographic
lifestyle, which means they consider their consumers life style to determine the segment. 93uice
is for those, who want to e#perience something uni@ue and trendy. This sort of nature is mainly
found within the young generation who wants to be different among all around them.
11. -ositionin' strate'ies
Positioning of GP is mainly focused on !usiness class and younger generation. 5o other telecom
company offers any service package which influences corporate persons andyoung stars to rock
in life, to be a part of something uni@ue, to make them feel having an image of a world of their
own. The uni@ue image of H9urotto 3otoi houk,kache thakunI has been successful to get the
attention of young as well as corporate users all over the country. It has become like todays
trend to be a member of this HduniaI and young users actually feel proud to be a part of it.
12. Competitors3 6normation
GP does not have any direct competitor as no other company has a service solely aimed at mass
people and younger generation. !ut if we talk about other mobile service providers then they
have strong competition with !anglalink, which is the local company for ;gyptian owned
'rascom telecom. There are other competitors such as obi, Citycell, =irtel Telecom and
Government subsidi(ed Teletalk.
13. Conc%ution
$rom the overall report a viable finding is that GP maintains a strategic marketing plan that made
it brings ma#imum share of customers under its network coverage. Grameenphone as a whole is
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the leader in the markei in terms of setting marketing strategy. !esides its differentiation and
positioning strategy regarding holding current and retaining e#isting customer is another value
addition by the company. Customer satisfaction and loyalty are ma3or reasons for grabbing the
largest market share in !angladesh. Fast of all I would like to conclude that by din of a
successful marketing strategy GP has reached the peak of the market and hopefully continues
throughout years.
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