CHAPTER THREE STRATEGIC MANAGEMENT PRACTICES OF WARID

Warid is a service providing company in Bangladesh. For this service providing Warid follows some strategies to satisfy customers. Some of them are as follows3.1. Pricing strategy:

Warid follows the following strategies to set up the strategy1. A low cost provider strategy: This strategy indicates setting price as low cost. The prepaid product price of Warid is 149TK only and the low call rate of Warid is 0.25TK per minutes for postpaid and 0.29TK for prepaid, these are low than its competitors. 2. Price diversification strategy: Warid have offered different call rates on the basis of product and time. The low call rates for Warid postpaid FnF is 25 paisa and 29 paisa for Warid prepaid FnF per minutes. And other call rates of Warid products are 45 paisa, 49 paisa, 59 paisa, 69 paisa, 1.19TK and others. Someone like to talk in day, someone like to in short time, someone like to talk in long, someone like to talk in night and for this Warid has offered different call rates for different people by product diversification. For example- day taker, my favorite, super saver etc.

3.2.

Product strategy:

Warid follows the following product strategies1. Product diversification strategy: Warid has introduced different categories products such as day taker, my favorite, supersaver, basic etc. People can choose his or her needed product. 2. A broad differentiation strategy: Warid maintain the following characteristics of its producta. b. c. d. High quality of product-Warid has it. Long term after sales service. Attractive packaging-Warid maintains it. High quality network-Warid uses NGN.

3. A focused on product differentiation strategy: Warid products has different function such asa. b. c. d. e. f. Calling SMS Internet SMS roaming MMS International calling etc.

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3.3.

Promotional strategy:

Warid promotional strategies are as follows1. Advertising: Warid advertised or send message to customers through television and newspapers media. 2. Sales promotion: Sometimes Warid introduce Warid fair in different places and increase its sales. 3. Daily instant cash back: Warid provides the following cash back bonus on uses.

Daily Usage Tk 5 Tk 10 Tk 20 Tk 40

Bonus Cash Back Tk 1 Tk 3 Tk 6 Tk 12

4. Handset offer: Warid is offering four new packages bundled with handsets of world famous brands Nokia, Samsung and HTC. Handset Model Samsung C140 HTC Touch Cruise Preloaded Airtime BDT 399 N/A Validity of preloaded airtime 9 months N/A Bundle price BDT 1,899 BDT 29,999 + SIM Price Sales Points Warid Care, Franchise & Retailers Warid Care

3.4.

Others strategy:

Warid has introduced some other strategies1. Keeping one jump ahead: Warid try to provide additional benefit s for customers such as daily instant cash back bonus. 2. Market expansion strategy: Warid always try to expand its market area by customer satisfaction. 3. Brand image strategy: Warid try to increase its brand image by promotional activities. 4. Customer service strategy: Warid always try to satisfy the customer by providing better customer service. Warid customer center provides customer services effectively. 5. Technological strategy: Warid use next generation network which is not used by others.

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