1.1 Back ground of the company 1.1.

1 History
Grameenphone Ltd., the largest telecommunications service provider in Bangladesh, received its operating license in November 1996 and started its service from March 26, 199 . No!, after 11 "ears of successful operations, Grameenphone is the largest mobile phone service provider in Bangladesh, !ith more than 2# million subscribers as of November 2$$#. %he idea of providing mobile phone facilit" to rural areas in Bangladesh !as originall" conceived b" &'bal (uadir, !ho is currentl" the founder and director of the Legatum )enter for *evelopment and +ntrepreneurship at M&% . ,e !as inspired b" the Grameen Ban- micro credit model and envisioned a business model !here a cell phone can serve as a source of income. .fter leaving his /ob as an investment ban-er in the 0nited 1tates, (uadir traveled bac- to Bangladesh, after meeting and successfull" raising mone" from a Ne! 2or- based investor and philanthropist 3oshua Mailman, and !or-ed for three "ears gaining support from various organi4ations including Nobel 5eace 5ri4e laureate Muhammad 2unus of Grameen Ban- and the Nor!egian telephone compan", %elenor. ,e !as finall" successful in forming a consortium !ith %elenor and Grameen Ban- to establish Grameenphone. (uadir remained a shareholder of Grameenphone until 2$$6. Basicall" Grameenphone is a /oint venture enterprise bet!een %elenor 76289, the largest telecommunications service provider in Nor!a" !ith mobile phone operations in 12 other countries, and Grameen %elecom )orporation 7:#89, a non;profit sister concern of the internationall" acclaimed micro;credit pioneer Grameen Ban-. <ver the "ears, Grameenphone has al!a"s been a pioneer in introducing ne! products and services in the local mar-et. G5 !as the first compan" to introduce G1M technolog" in Bangladesh !hen it launched its services in March 199 .

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1.1.2 Vision
=e are here to ,+L5 .=e e>ist to help our customers get the full benefit of communications services in their dail" lives. =e !ant to ma-e it eas" for customers to get !hat the" !ant, !hen the" !ant it. %heir ma/or values are , !e never forget that !e are tr"ing to ma-e our customers? lives easier, !e !ant to be a partner in the development of our communit" , !e are about deliver", not over promising ; actions not !ords , =e are respectful and professional in regard to all our interactions, both internall" and e>ternall".

1.1.3 Financial summary

Grameenphone is not onl" committed to its customer but also to its shareholders. %he" al!a"s tr" to provide handsome amount of mone" as a dividend to its share holder. .lthough 2$$ !as not a good "ear for the G5, the" still gave BDT 26.66 dividend per share !hich is higher than of an" other previous "ear. %heir net profit to turnover ratio decreased from 16% in 2$$6 to 6% in 2$$ . &t !as mainl" due to the fact that the" had to compensate BDT 168, 42, 43 K to B%@) for illegal business concern, !hich directl" affected not onl" the Net profit to turnover ratio but also +arnings per share !hich decreased from 132.41 to 54.14 from the previous "ear .<n the other hand, @eturn on total asset decreased from 27 % to 18 % for the fact that the" invested BDT 81,6 ,!!,87 K on propert", plant and e'uipment, net!or-. %his amount !as 1.5 times higher than of previous "ear. ,o!ever their dividend pa"out ratio increased from 1!% to 4!% !hich is good sign for the investors. &n 2$$ their revenue !as B*% 54,3 3,146 K.

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1.2 Back ground of the product / service to be covered 1.2.1 "ntro o# t$% &ro'uct
*/uice 7short of digital /uice9 is a "outh based mobile phone plan from Grameenphone. %his is a prepaid pac-age. */uice !as launched in Bangladesh on the 16th of .pril, 2$$A. %he main ob/ective of this brand is to serve the "outh segment of the mar-et. %he product has been speciall" designed to cater the needs of "ouths of Bangladesh. %he : main features of this brand is Music, Messaging and friend. +ver since the launch d/uice has seen a big !arm response from the cro!d. =ithin t!o "ears d/uice Bangladesh had enlisted around 2 million subscribers. <n the 16th of .pril, 2$$ d/uice Bangladesh shed its old logo and put on a ne! logo !hich !as a part of the !orld!ide re;branding process of d/uice. &n 2$$# the" adopted a ne! brand message that is BBrea- CreeD.

1.2.2 "ts &ur&os%

&n Bangladesh, all the si> mobile operators targets either corporate people or general public. None of them e>cept Grameenphone thought of the "oung generation !ho ma" have different need, !ant and demand. &n this situation Grameenphone offered d/uice, !hich is speciall" catered for the "oung people to fulfill their need and !ant b" providing different "outh oriented features.

1.2. 3 (t$%r it%ms in t$% &ro'uct lin%

Beside d/uice the" have other four different t"pe of product line. %hese are ;

1mileE %his is a mobile to mobile prepaid pac-age for those people !ho !ant to
control hisFher phone bill. B" using this pac-age an"one can call an" mobile number inside the Bangladesh.

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1mile B%)LE %his is the e>tended version of 1mile. %his is also cost saving
prepaid pac-age. %he onl" difference is, b" using this pac-age an"one can call to an" mobile and land phone number both national and international.

GploreE

%his is a post paid connection for those !ho are not bothered about the

phone bill. &t provides national and international phone call facilit" to an" mobile and land phone. Business 1olutionE %his is a complete, 'ualit" business communications service provided b" Grameenphone H designed especiall" for the business communit" in Bangladesh.

1.2.4 )u*stitut%
%here are no direct substitutes of */uice in Bangladesh as it is the onl" "outh oriented mobile service brand. But !e can consider some indirect substitutes on the basis of call rates and offerings H Banglalin- *esh @ang pac-age =arid CnC pac-age %eletal- 1hadheen 5ac-age

2.0 Situation Analysis 2.1 Internal situation

%he internal situation of a firm consists of factors that shape the firms internal environment and strength and !ea-nesses. %hese factors are in the control of the firm. Cirms can change co;ordinate, redesign, reestablish these factors according to the organi4ational needs and ob/ectives. %hese factors include firmIs products and services, financial management capabilit", human resource and )apital goods, information technolog" etc.

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2.1.1 Firms &ro'ucts an' s%r+ic%s

Grameenphone claims itself pioneer in providing !orld class telecommunication service in Bangladesh !ith innovative product and services !hile providing superior customer e>perience. Grameenphone serves different t"pes of products and services depending on the categori4ation of its customer. %here are special pac-ages for B2) and B2B customer separatel". Cor B2) customers its services can be categori4ed into t!o t"pe of subscription. %hose are pre;paid subscription and postpaid subscription. .gain prepaid subscription can be subdivided into three plans.

)mil% ,mo*il% to mo*il% conn%cti+ity -it$in Ban.la'%s$/0

%his is the primar" pac-age of Grameenphone targeting the econom" class segment of the mar-et. %he pac-age !as designed to suit middle and lo! income consumer in the mar-et. Cor instanceE Carmer, student, house!ives etc. %his pac-age features great start up offer to a ne! subscriber, lo! call rates, special discount offer entitled as %han- "ou bonus, special call rate for three friend J famil" numbers and other facilities. %his is ver" eas" to use b" the lo!er education level customers because it has an eas" recharge and balance transfer 'ualit".

)mil% 1)T2 ,nation-i'% an' int%rnational mo*il% an' lan' lin% conn%cti+ity/0
%his pac-age also contains the same attributes of 1mile but it also has some elaborated leverage of international calls and land line connectivit". D3uic% ,a yout$ *as%' mo*il% to mo*il% conn%cti+ity -it$in Ban.la'%s$/0 Grameenphone launched the brand */uice in 2$$AK first ever B2outhD brand in Bangladesh. %he main ob/ective of this brand is to serve the "outh segment of the mar-et. %he product has been speciall" designed to cater the needs of "ouths of Bangladesh, both urban and rural. */uice has various features designed for "ouths, namel"K special rate for */uice communit", Gtra Lhatir, 7discounts at different outlets9.*/uice also arranges

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different special programs for "outh, li-e, *roc-star

7music competition9, Lno!

Bangladesh 7a!areness program9.%he d/uice brand is positioned as the B2outh BrandD. %he : main features of this brand is Music, Messaging and friends. @ecentl" the brand !as refreshed !ith a ne! brand message BBrea- CreeD. .nd there is onl" one pac-age under postpaid plan.

4&lor% ,nation-i'% an' int%rnational mo*il% an' lan'lin% conn%cti+ity/0

Gplore is the onl" postpaid pac-age in the GrameenphoneIs product line. &t is generall" designed to satisf" the needs of a bus" personIs life. %he person can be an e>ecutive, a doctor or in an" profession. %he message of the pac-age is b" gaining the access of unlimited information and entertainment. &t sets a person free from hisFher bus" life. %he features of the pac-age are attractive startup offer, lo! flat tariff, fle>ible credit polic", than- "ou bonus, and other value added services.

5ram%%n&$on% Busin%ss )olution0

%his is a G5 service directed to B2B customers of the Grameenphone. Business 1olutions is a complete, 'ualit" business communications service from Grameenphone H designed especiall" for the business communit" in Bangladesh. Grameenphone Business 1olutions team is dedicated to provide help B2B customers !ith customi4ed telecommunications solutions through consultation !ith them.

Valu% a''%' s%r+ic%s0

Grameenphone also offers different value;added services

including 1M1, MM1, =elcome %unes 7@ing bac- %ones9, Moice 1M1, 1M1 5ush;5ull 1ervice, Moice Mail 1ervice 7MM19, and Ca> and *ata among others. Grameenphone !as the first mobile operator in Bangladesh to offer +*G+ services to its subscribers.

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2.1.2 6a&a*iliti%s o# t$% #irm 2.1.2.1 Financial

Grameenphone celebrated the "ear 2$$ as "ear of consolidation and gro!th and reinforcing its position as a mar-et leader. &t gained robust revenue !ith a gro!th of 1#.6 percent !ith a staggering amount of B*%A6.: billion at the end of the "ear. &n that "ear Grameenphone made B*%:A.# billion fresh investment in further increasing its net!orcoverage capacit". %he cumulative investment reached B%*111.A billion at the end of the "ear. Grameenphone has been the largest corporate ta> pa"er of the countr" for three consecutive "ears. .ll this information proves that Grameenphone is a self;sufficient, financiall" strong corporation that is successfull" running all its businesses and generating fuel for further e>pansion.

2.1.2.2 Human 7%sourc%

Grameenphone attributes its continuous success over past "ears largel" on its dedicated, professionall" competent team people !or-ing for the compan". GrameenphoneIs philosoph" is investing in human capital and empo!erment in order to obtain greater productivit". %hat is !h" it has al!a"s paid attention on continuous training and developing its emplo"eesI competence and leadership 'ualit". . performance driven corporate culture along !ith ample opportunit" for career gro!th has made Grameenphone a popular emplo"er in Bangladeshi /ob mar-et.

2.1.2.3 T%c$nolo.ical a*ility

Grameenphone has the largest net!or- !ith the !idest coverage in the countr". %he G5 net!or- no! covers over 9# percent of the population and over # percent of the land area !ith the remaining areas mostl" falling under the 1undarbans and the )hittagong ,ill %ract areas !here mobile phone coverage is not allo!ed. %he compan" invested more than B*% :A.# billion in 2$$ primaril" to further e>pand the coverage and increase the capacit" of its net!or-. . record 61#1 ne! base stations !ere put into

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operation around the countr" during the "ear, crossing the 1$,$$$ base station milestone in the process. &n addition, the entire Grameenphone net!or- is +*G+FG5@1 enabled, allo!ing its customers to access high;speed &nternet from an"!here !ithin the coverage area.

Fi.ur%0 7a'io acc%ss 7ollout0 Bas% stations

2.1.2.4 )tu'y o# t$% #irm8s &ast succ%ss an' #ailur%

)ucc%ss0
%he Millage 5hone initiative !as given the NG1M in the )ommunit"N a!ard at the global G1M )ongress held in )annes, Crance in Cebruar" 2$$$. Grameenphone !as also ad/udged the Best 3oint Menture +nterprise of the 2ear at the Bangladesh Business .!ards in 2$$2. Grameenphone !as presented !ith the G1M .ssociation?s Global Mobile .!ard for OBest use of Mobile for 1ocial and +conomic *evelopment? at the :G1M =orld )ongress held in 1ingapore, in <ctober 2$$6, for its )ommunit" &nformation )enter 7)&)9 pro/ect and for its ,ealth Line 1ervice pro/ect at the :G1M =orld )ongress held in Barcelona, 1pain, in Cebruar" 2$$ .

Failur%0
Grameenphone didnIt face an" substantial failure in Bangladesh. But to some e>tend it has hampered its good!ill b" involving itself in illegal Mo&5 operations.

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2.2 !ternal Situation

+>ternal 1ituation of a firm relates to e>ternal factors li-e government, culture, demograph", present administration of the firm, customers, mar-et segmentation, positioning strategies, competitorIs information etc.

5o+%rnm%nt
Government pla"s a significant role in the telecommunication industr" b" putting restriction on the net!or- s"stem the companies should use. &n addition, ever" offer a compan" ma-es to its customers is !atched b" the government. 5reviousl" government has banned the companies from offering free calls especiall" after midnight. %hese facts pla" important role in */uiceIs operation as !ell.

6ultur%
@ecentl", due to globali4ation and influence of !estern culture, our "oung generation is becoming more fun-" and !esterni4ed in ever" aspect of their behavior. %hatIs !h" the" are using mobile phones more and more. %he" prefer products that resemble uni'ueness, so the" are getting interested about 1&M card services that are full" designed and created according to their need. Not onl" the "outh but other age people are also getting used to mobile phones. %his cultural change is pla"ing a significant role in telecommunication business.

D%mo.ra&$y
*emographic factors li-e age, se>, income etc. are ver" -e" issues in influencing consumer behavior regarding mobile phone service. 0suall", the "ounger generation people are more prompt in using mobile phones than the elders, !hereas male are more prone to have mobile phones than females. &n addition, &ncome has a big impact on mobile phone use as people !ith higher income are more inclined to use phones rather than the lo!er income people.

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2.2.1 6ustom%rs 2.2.1.1 6$aract%ristics

*/uice has been launched basicall" concentrating on the "oung generation of Bangladesh and the features of this brand are designed -eeping the !ants and desires of this particular customer group in mind. Both male and female "outh from urban areas is targeted, !ho are from an" institutional stage, from school level to undergraduateFgraduate level.

2.2.1.2 Buyin. &att%rn

Mobile phone connection is based on single time bu"ing pattern. %he availabilit" and cheap cost of */uice 1&M card has made its customers to adopt multiple mobile identit" holders !henever the" !ant. &n urban areas a recommendable number of */uice subscribers have more than one */uice 1&M card. %he bu"ing decision is mainl" a result of influence of friend circle and holding an identit" of B*/uice *aniaD. %here is a point to be noted that no other telecom compan" in Bangladesh offers such a brand !hich is concentrated onl" on the "oungsters.

2.2.1.3 Factors in#lu%ncin. &urc$as%

Fri%n' 6ircl%0 0suall" teenage group is highl" influenced b" friends. %he" tr" to have the same thing as friends do. .nd in ma>imum friend groups, most of the "oung individuals have */uice connection !hich enforces another friend to go for a */uice connection. "ma.%0 %he image of */uice has been created in such a !a" that highl" influences the "oung generation. +ven the image is set up mentioning the generation B*/uice GenerationD. 1romotion0 %he speciall" catered promotional policies and the B*/uice LanguageD such as B3otil 5remD, B*/uice *uniaD etc has created an appeal amongst the "oungsters. Tari## an' (##%rs0 @educed tariff for certain time of the da", lo! call rate to dear ones through CnC service, bonus tal- time, free bundled 1M1, voice 1M1, mms are also responsible for */uice cra4e amongst teenagers.

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9ni:u%n%ss0 */uice B+>tra )ardD !as an influencing factor for earl" */uice users. %his card !as given as a discount card or e>tra facilit" card at some shopping malls, super shops, restaurants, different service providers etc. 6ustom%r )%r+ic%0 .vailabilit" of */uice 7Grameenphone9 customer service, recharge card and fle>i load services are also another influencing factor.

2.2.1.4 Lifestyle
0suall" the lifest"le of "oung generation is uni'uel" different from the other age groups. %he" usuall" have lots of friends so fre'uenc" of communication through mobile phone is ver" high. %he" !ant to lead a trend" lifest"le and !ant to tr" something ne!. .mong the "outh there is a considerable number !ho li-e to use mobile phone more at night, usuall" after midnight. %he" li-e to move around, en/o" life and chat !ith friends. %heir lifest"les reflect the s"mbol of "outh, !ho can en/o" life and have a tendenc" to breafree from the traditional vie!s and culture.

2.2.2 ;ar<%t s%.m%nts

*/uice segments the mar-et in three main categories. %he" are *emographic segmentationE *emographicall" Mirgin divided the mar-et into three parts. %he" are .G+E */uiceIs target mar-et is "oung generation people aged bet!een 1A and 2A. 1e>;!iseE */uice does not differentiate se> !ise. %he" are al!a"s aiming at both male and female. &ncomeE .s */uice s aimed to "oung generation the" assume that their target customers !ill have limited income and that income !ill not be high. Geographic segmentationE No! the" are mainl" targeting the urban areas. 5eople !ho are trend", "oung and uni'ue are their target mar-et. &n Bangladesh, their ma/orit" sales come from the big metropolitan cities and urban areas.

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5s"chographic segmentationE */uice mainl" segments the mar-et based on ps"chographic lifest"le, !hich means the" consider their consumers life st"le to determine the segment. */uice is for those, !ho !ant to e>perience something uni'ue and trend". %his sort of nature is mainl" found !ithin the "oung generation !ho !ants to be different among all around them.

2.2.3 1ositionin. strat%.i%s

5ositioning of */uice is mainl" focused on trend";"oung generation. No other telecom compan" offers an" service pac-age !hich influences "oung stars to roc- in life, to be a part of something uni'ue, to ma-e them feel having an image of a !orld of their o!n. %he uni'ue image of B*/uice *uniaD has been successful to get the attention of "oung users all over the countr". &t has become li-e toda"Is trend to be a member of this BduniaD and "oung users actuall" feel proud to be a part of it.

2.2.4 6om&%titors8 "n#ormation

*/uice does not have an" direct competitor as no other compan" has a service solel" aimed at "ounger generation. But if !e tal- about other mobile service providers then the" have strong competition !ith Banglalin-, !hich is the local compan" for +g"ptian o!ned <rascom telecom. %here are other competitors such as )it"cell, =arid %elecom and Government subsidi4ed %eletal-.

".0 S#$% Analysis of &'uice 3.1 )tr%n.t$s

9ni:u% *ran'0 G5Is */uice is the onl" "outh brand in Bangladesh. G5 is the first to identif" and serve this segment in Bangladesh. No other telecom compan" is till no! competing in this mar-et segment !ith d/uice. 1o to some e>tent d/uice has an absolute advantage in this mar-et segment.

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=ar.% mar<%t )$ar%E &n an overpopulated countr" li-e Bangladesh "oung generation contributes as a large chun- of the overall population. &n the Bangladeshi perspective it is huge mar-et and G5 is the onl" firm operating in this segment and d/uice has a large mar-et share in this segment. %his is a reall" important achievement for */uice brand. Bran' r%&utation0 */uice recentl" has come up !ith a ne! brand message that is Bbrea- freeD. &t is a ne! effort to refresh the brand. 5rior to that */uice is alread" popular in the "oung for the effort for creating a distinct life st"le. %he brand is 'uite successful in creating a uni'ue communit" named as */uice communit". &t e>emplifies the success of the brand. 1ro'uct #%atur%s > &romotional tactics0 %he distinct product feature is ver" much responsible in attracting the target customer to the brand. %he features are craved in such a !a" that "oung generation can reall" ma-e use of it. . large portion of the */uice promotional effort goes for publicit" such as 1ponsoring concert, music talent hunt program etc. %hese tactics are reall" successful to dra! "oung generationIs attention to the brand.

3.2 ?%a<n%ss%s
6riticism0 1ome people thin- that */uice is a brand directed to the unproductive segment of the population. &t creates an e>tra burden on the parents. 1ome of the product features of */uice such as a ver" lo! call rate from 12.$$ am .$$ am created 'uestion about the moral validit". "n%##%cti+% &ricin.0 it is huge setbac- for d/uice as its call rate for d/uice;G5 72t-Fmin9 is higher than normal G5;G5 call rate 71.At-Fmin9.

3.3 (&&ortuniti%s
Lots of opportunities still e>ist for */uice including span of the mar-et, ma-e better relationships !ith subscribers etc.

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)&an o# t$% mar<%t0 */uice captured most of the "oung generationIs e"es. But all are concentrated on urban or metropolitan centric "oung people. %here are a huge number of "oung people !ho does not live in the urban areas !ho are mostl" untouched. */uice can start their activities to capture this segment as !ell b" speciall" tailored promotional campaigns. B%tt%r r%lations$i&s -it$ su*scri*%rs0 &t is said that service companies live on their relationship !ith customers. */uice can start activities li-e installing separate B*/uice service centreD to ma-e better relationship !ith the users. %his e>tra importance can help them to be closer !ith the users. 6)70 %he mother compan" of */uice brand is engaged in various )1@ activities but the brand itself is engaged comparativel" less e>cept for helping in arranging concerts to raise charit", roc- band search etc. %he relationship !ith the societ" can get closer b" broadening the hori4on of */uiceIs )1@ activities.

3.4 T$r%ats
%here are also threats along !ith opportunities in the mar-et. 1ot%ntial com&%titors0 %elecom industr" is not much saturated "et but the competitors li-e .-tel, Banglalin-, and =arid are al!a"s coming !ith their ne! attractive offers. .s d/uice is the onl" "outh centric brand, other telecom companies might target them as !ell. %his is reall" a big challenge for even a brand li-e */uice to -eep on a consistent trac- of success. "ma.%0 */uiceIs all promotions are based on Broc-D life st"le !hich is ver" much !elcomed at the "oung generation but most of the times hated at the parents level. %his can have significant negative conse'uences as most of the Bangladeshi "outhIs bu"ing choice is usuall" directed b" the parents. (n.oin. &olitical insta*ility0 %here has been a political instabilit" going on in Bangladesh for the past fe! "ears. .s all service companies rel" on their offers and treatment of the clients, the current political situation might hamper GrameenphoneIs service activities in a !a" that the subscribers ma" not get !ell treated sometimes. Cor an e>ample, a shortage of B)redit @echarge )ardD ma" occur during long term stri-e. 5age 16 of 26

(.0 &eveloping the I)* 4.1 6ommunication o*3%cti+%s

)ommunication ob/ectives refer to !hat various aspects of &M) program !ant to accomplish. &t represents particular communication tas-s re'uired to deliver an appropriate massage to the target audience. &t includes ;Letting the consumers -no! about the product and promotional activities, creating a favorable position in the prospective consumersI mind and a positive brand image. */uiceIs communication ob/ectives are H 7%ac$in. t$% yout$ -$o ar% *ol' an' li<% uni:u%n%ss, sur&ris%s, a'+%ntur%. )trat%.y0 */uiceIs main target customer is the "oung generation. Leeping this in mind to reach the "oung generation */uice has al!a"s planned their promotional activities according to their taste and choice. =ith the ne! refreshed brand message BBrea- freeD, the" are offering the "outh an opportunit" that !ill give them freedom. */uice has alread" proved their point of being uni'ue b" bringing the best rates 7$. A t-Fminute !ith :$sec pulse9 to help "oung people sta" in touch, the" are planning to reduce Criends J Camil" 7fJf9 tariff and communit" call rate and give free 1M1. %he" are also planning to give the "outh more access to the coolest do!nloads, the trendiest mobile services 7*/uice dunia, Gtra -hatir, !eb 1M1P to name /ust a fe!Q9 !ith reduced charges and better service. .s */uice li-es to give the "oung people a taste of something ne!, the" are planning to rene! their .ssociate partnership !ith 1tar )ineple> to bring bloc-buster ,oll"!ood movies li-e B3ames BondE)asino @o"alD, B@ush hour :D, B&ndiana 3onesD etc. %he" are also planning to continue their e>clusive benefits li-e OBu" one get one freeI offer for these movies for */uice subscribers. 5ainin. 4.5 million su*scri*%rs -it$in D%c%m*%r 2 !.

)trat%.y0 =ith the alread" e>isting 2.# million subscribers, */uice is planning to gain 1. million more customers !ith its ne!l" promoted fresh loo-. .s the "oung

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generation al!a"s !ants to be one step ahead on ever" aspect, */uice is planning to bring ne! features li-e OMobile %MI, :rd generation 7:G9 mobile services in the "ear 2$$9. %his !ill not onl" increase sales but !ill also help to increase the profitabilit" and capture more "oung subscribers. */uice is mainl" targeted to the urban "outh but as the urban mar-et is alread" saturated, */uice is planning to move to the rural "outh !ithin 2$$9 !ith ne! promotional offers, reduced tariff plans and bundled benefits speciall" tailored to the rural "outh. %his !ill help */uice to gain a vast amount of rural "outh as subscribers and as a result their total number of subscribers !ill also increase to the target level. To &romot% t$% *ran'8s a-ar%n%ss *y 1 % -it$in D%c%m*%r 2 1 . )trat%.y0 +nerg", attitude and aggressionPall the things the "outh loves to have, !ith this in mind, */uice is planning to promote their talent hunt program O*@oc-starI to ever" corner of Bangladesh to scoop out and nurture promising rocmusicians from all over Bangladesh. %his !a" */uice is planning to reach the "oung generation all over the countr" and create a!areness at a large scale. %his !ill also help promote their image as a promising "outh brand. %he" are also planning to spread the OLno! Bangladesh tourI to the farthest corners of the countr". %his !ill spread the brandIs image as a brand that cares for the countr" and its people and !ants ma-e it better !ith the "oung generation. 7%ac$ 6 % o# t$% tar.%t custom%rs -it$in D%c%m*%r 2 1 at a 1 % lo-%r cost )trat%.y0 %o reach the highest number of target customers !ith a short span of time */uice is emphasi4ing on mass advertising rather than distributed advertising because mass advertisements !ill help them to get a share of mind !ithin a short time. 5rint ads are the best !a" to reach highest number of target customers in Bangladesh as television is not available in all part of the countr" but ne!spaper is and this is the onl" media vehicle that !ill sta" in the consumers reach. */uice is mainl" targeted to the urban "outh !ho lives in the ma/or cities and to!ns for that the" used onl" ma/or dailies li-e 5rothom alo and *ail" 1tar, but no! the" are planning to use other

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prominent dailies too. =ith the e>isting channels !ith highest %@5 li-e O)hannel iI, ON%MI, */uice is planning to target all the channels li-e O@%MI, OBangla visionI so that the" can not onl" grab most of the air time but can also grab most of the consumers mind. No! a da"Is CM radio channels li-e @adio foorti, @adio toda", @adio aamar are getting ver" popular among the "oung generation. */uice is planning to air advertisements on radio before, during and after the "outh oriented programs !hich !ill cover their e>act target customers at a cheaper price.

(.2 )edia mi! options/ )edia portfolio 4.2.1 ;%'ia mi@

*/uice uses a !ide variet" of media to communicate their message !ith the customers. *ifferent local ne!spaper, %M channel, radio, billboards, etc. fall under the media mi> of */uice. *ifferent media mi>es used b" */uice are H

4.2.1.1 1rint ;%'ia

2%-s&a&%r
*/uice prefers ne!spaper as one of the most important media vehicle and allocates around A$8 of their promotional budget to it. &t is a ver" common and effective promotional tool for */uice to communicate !ith their target mar-et. %heir ads are published in the leading national dailies. %heir ne!spaper ads are mainl" made b" Bitopi .dvertising Ltd, Gra" advertising Ltd, &nterspeed, .siatic, .dcomm etc. )%l%ctin. t$% 2%-s&a&%r0 %he *ail" 5rothom .lo and the *ail" 1tar are most preferred b" */uice for press advertisements as the" are the leading national dailies in terms of subscribers. )%l%ctin. t$% 1a.%0 .ll the ne! advertisements are 1st given in the 1st page in 'uarter page si4e. %hen in half or 'uarter page si4e in the :rd page or the last page of the ne!spaper. %hen after a fe!

5age 1 of 26

da"s the ads are shrin-ed to less than 'uarter page but the ads remain in the : rd page. %hen again after a fe! da"s, the ads are replaced to Ath or graduall" to an" other page. A'+anta.%s0 5ublished in a large number of copies. 1o ma>imum coverage can be achieved. 0nli-e Broadcast media, it can be seen at the readerIs o!n convenience. @e'uires less time to prepare the ads and cost of preparation is considerabl" lo!er than broadcast media. Disa'+anta.%s 1cope of visual presentation is limited in the ne!spaper ads. No auditor" effect.

4.2.1.2 Broa'cast ;%'ia

T%l%+ision
%elevision is also preferred as one of the important media vehicles. &t pla"s an important role to provide information, and to promote the ne! ads and offerings. */uice allocates roughl" :$8 of their promotional budget for %M ads. )%l%ctin. 6$ann%ls */uice broadcasts their ads through all the local %M channels available. .ll the private %M channels are used to broad cast the ads. %he private %M channels that sho! the ads of */uice are mostl" N%M, )hannel i, @%M, Boish-hi, Bangla vision, )hannel 1. D%t%rminin. Fr%:u%ncy0 %he fre'uenc" of broadcasting the ads is mainl" based on t"pe of promotion, age of the promotion and t"pe of program. */uice often places their ads according to programs that are most popular in %M channels and are "outh oriented. .ds are sho!n in the beginning and or at the end of the sho!, usuall" of 1A sec. &t sho!s :$ seconds ads !hen the ad or

5age 1# of 26

promotion is ne! and 1A seconds ads !hen the promotion gets a bit aged. =hich %M channels are to be selected to out advertisements is based on %@5.

A'+anta.%s0 %here is more scope to be creative in television than in an" other media as it supports the creativit" !ith audio and visual impact. %his ma-es the ad more meaningful as motion, tone, image ever"thing is demonstrated. .nother !a" of ma-ing target customer !atch the ad is b" giving caption underneath !hile program is running especiall" in sports time. +ver"one at some point of time !atch television so !ide coverage is assured so the spending on television is definitel" effective and the cost per vie!er is ver" lo!. %elevision provides a faster !a" of communication of the message of the promotion. Disa'+anta.%s o# usin. t%l%+ision ar%0 &t is ver" e>pensive to place an advertisement on %M as the cost of bu"ing air space and time is involved and the ma-ing of ad !ith proper theme is also ver" e>pensive. %he most undesirable problem that television ads face is the 4apping problem. %hat is as soon as the ad starts, channels are changed. No! air time is given more to commercials other than to programs, !hich is -no!n as clutter problem. Cor this reason %M is losing its appeal.

7a'io
.nother broadcast media that */uice uses is the radio. &t is a ne! media vehicle for them but it is becoming effective as there are some ne! and popular CM channels !hich are grabbing listenerIs attention. %he" allocate A8 of their budget to it. &t transmits ads in the private radio channels li-e @adio %oda", @adio Coorti, etc. Method of determining fre'uenc" of the ads on both %M and @adio is similar. 5age 19 of 26

A'+anta.%s &mportant medium for communicating !ith the target mar-et. %he number of radio listeners is increasing rapidl" ever" "ear due to the emergence of CM channels. &t is much less costlier than television &n man" cases it has been seen that radio can reach the remotest of regions !here television cannot reach. %his is because in man" parts of our countr" it has been seen that %Ms are not available and so radios are the onl" means of spreading the message. Because of the lo!er cost manufacturers can afford to run their advertisements more fre'uentl" on radio compared to %M.

Disa'+anta.%s 5roducts cannot be demonstrated or sho!n as a message can onl" be spread using audio techni'ues. 1o no visual effects. Lesser scope for sho!ing creativit" than %M.

4.2.1.3 (utBo#BHom% ;%'ia

Bill*oar's
Billboards of */uice have become 'uite a common sight in most parts of *ha-a. &t is a ver" important media vehicle for */uice as the" allocate roughl" 1$8 of their budget to it. &n big cities d/uice gives large billboards at different points. Billboard placing is decided based on the strategic location of the billboard, certain factors are ta-en into consideration, li-eK Location %arget audience

5age 2$ of 26

)%l%ctin. t$% 1oints &nside big cities, */uice puts large billboards at the turning point of the roads and beside the roads from !here the" can be seen easil" b" a large number of vie!ers. */uice also puts billboards in the ma/or points of high!a"s !here travelers stop or slo!s do!n speed. A'+anta.%s0 Billboards are ver" good for dra!ing the attention of people. Because people !ho pass through the street usuall" canIt be bus" doing an"thing else other than to sitting in the vehicles, especiall" !hile in /amK billboard is a good !a" to dra! their attention at that time. &t helps them to remind the customer all the time that */uice is al!a"s there for the customers. &t also helps to create brand a!areness !hich is a ver" important thing to increase the sale and to create favorable brand positioning. Geographical selectivit" is also possible b" placing the billboards in locations preferred b" the compan". Disa'+anta.%s0 5eople usuall" do not get time to read all the information given on the billboards. Billboards are e>posed to all the people !ho are passing through the road, it results high !aste coverage for !ho are not the target customers of */uice.

4.2.1.4 (t$%rs
*/uice sometimes gives posters, fla"ers, paper caps, papers fans during festivals li-eK 5ohela boisha-h, MalentineIs *a", 5ohela falgun etc. %he" have also branded some buses that roam around *ha-a cit". A'+anta.%s0 5rovides an eas" but effective !a" of creating brand a!areness. 5rovides effectiveness in terms of cost, time, and placement.

5age 21 of 26

)an be given an"!here to inform people about the product or an event organi4ed b" */uice.

+ffective !a" of direct communication !ith customers.

Disa'+anta.%s0 Limited scope of auditor" effect. )ustomers ma" pass a!a" !ithout even loo-ing at the items.

4.3 Ty&%s o# A's an' A' A&&%als us%'

*/uice mainl" uses emotional appeal for their .ds, !hich are transformational in nature. B" using the punch line OBrea- freeI !ith tag lines li-e OCriends, chatting, music...all are hereI, */uice tries to associate a uni'ue set of characteristics to their product. .s */uice has the distinct competitive advantage over all other mobile service providers that it is the onl" "outh centric brand, this appeal is the best one that suits their approach. .part from that, according to our opinion, .dventure ads, ads containing roc- music and 5ersonalit" s"mbol are the most appropriate ad t"pes as all these matches */uiceIs product categor" and attributes. .s */uice target mar-et is the "oung generation, adventurous ads and rocmusic based ads can have their best implication. .lso, a central character or personalit" s"mbol can deliver MirginIs motto of doing things differentl" properl" to the target audience in the conte>t of real life situation.

4.4 Analysis o# t$% A'+anta.%C'isa'+anta.%s o# maintainin. t$% &ro.ram in $ous% or usin. a.%ncy
.n e>ternal advertising agenc" handles most of the */uice?s mar-eting communication. .s for promotional mi>, all sorts of media are used for */uice, li-e an" other brand in Grameenphone. But, more focus is also given on media, !hich are preferred b" the target segment. 1ome focused campaigns li-e, @3 selection in universit" campus, *roc-star music competition etc are being carried out. %he leading dailies are preferred for press advertisement. +>E 5rothom alo, *ail" 1tar. Billboard placing is decided based on the 5age 22 of 26

strategic location of the billboard, certain factors are ta-en into consideration, li-eK Location, %arget audience etc. A'+anta.%s o# usin. outsi'% A' A.%ncy %he" can provide the clients !ith the services of highl" s-illed individuals !ho are e>perts in their respective fields for the advertising campaign. .n advertising agenc"Is staff includes a collection artists, !riters, media anal"sts, and researchers etc, !ho have the specific s-ills, -no!ledge and e>perience to carr" out the /ob effectivel" and efficientl". %he" can provide an ob/ective vie! point of the mar-et and its business that is not sub/ect to internal compan" policies, biases or other limitations. %he" have more varied perspectives and greater fle>ibilit". Cle>ibilit" is greater because the compan" can dismiss the agenc" if the" are not satisfied. <utside agencies have the BinsideD -no!ledge 7-no! the BinsD and BoutsD9 of the mar-et and are able to give a better future predication about mar-et trends. Disa'+anta.% o# usin. outsi'% A' A.%ncy <utside ad agenc" can be ver" e>pensive %he" ma" lac- the -no!ledge and understanding of the mar-et. %he" ma" not be able to conve" the message the !a" the compan" !anted it to be communicated. .s compan" does not have tight control over the outside agenc" 7as it !ould have if it used an Bin;houseD agenc"9 it !ill be difficult for the compan" to coordinate promotions !ith the firms overall mar-eting program according to the compan"Is vie!s and !ishes. %here ma" also be the threat of Bconflict of interestD;the outside agenc" ma" have !a" of doing things that is different from the compan" itself. *espite the disadvantages mentioned above of using an BoutsideD agenc", for the promotion of d/uice, it !ill be comparativel" better for Grameenphone to !or- !ithFhire an BoutsideD agenc". &t is because outside agencies are much more fle>ible but cost

5age 2: of 26

effective than Bin;houseD agenc". G5 has developed good relationship !ith its BoutsideD agenc" li-e Gra"F.siaticF.dcomm and the" !or- as a team. %hese agencies understand the needs and specifications of G5 and so does their !or- !ith more dedication.

+.0 Budget determination

%he compan" did not provide us !ith the e>act amount of their promotional budget, but !e !ere given some hints. Grameenphone basicall" uses a top;do!n approach !here their budget is usuall" set in top management and then passed to the managers. %o some e>tent Grameenphone determines their mar-eting budget b" loo-ing at the movements of their competitors. %he" also thin- that mar-eting budget is li-e an investment as their customers get attracted to them through their mar-eting activities. &n 2$$ , Grameenphone spent appro>imatel" %-.1 billion for all their promotional activities and from this 2A8 to :$8 !as allocated for */uice. .ccording to their compan" mar-eting polic" */uice al!a"s put emphasis on ne!spaper ads. Normall" the" put their ads on : rd page or middle pages. But sometimes if the" !ant more e>posure the" put their ads on front page or a full page ad on 2nd page. Cor ne!spaper ads !ith more importance the" usuall" spend %- 2A$,$$$;:$$,$$$ and for regular ne!spaper ads the" spend %-. 6$,$$$; A$,$$$. .fter ne!spaper, */uice gives e'ual importance to billboards and television ads. Cor each billboard at a prime location the" spend more or less %-. 6$$,$$$. %heir budget for ma-ing of a normal :$sec %M ad is appro>imatel" %-. 2 million. Cor airing these ads all da" the" spend usuall" %-. 1$,$$$ for sho!ing it each time at normal time. But if the" !ant to telecast the ad before ne!s or during festivals then the" spend %-. :$,$$$;6$,$$$ for each time. @ecentl" CM radio channels have gained tremendous popularit" among the "outh generation, so the" are putting on their ads on radio channels too. &f !e summari4e their budgeting then !e shall see that the" allocate A$8 of their promotional budget for ne!spaper ads, :$8 for %M ads, 1$8 for billboards, A8 for radio and A8 for others !hich include posters, festoons, banners etc.

5age 26 of 26

Fi.ur%0 Bu'.%t allocation #or 'i##%r%nt m%'ias

,.1 )onitoring and controlling

*/uice tries to collect feedbac- from their distributors and retailers almost on a dail" basis. &n this !a", the" get information about their competitors and can anal"4e them. Based on that anal"sis, the" conduct definite surve"s, retail audits and focused group discussions to understand their o!n position in the mar-et. Crom the results of that anal"sis, the" can formulate or change the strategies if necessar". &t helps them to ta-e necessar" steps must to sustain in the mar-et. &t is a regular practice in Grameenphone that the" held !ee-l" meetings !ith all the emplo"ees involved !ith a brand. &n this !a" the" tr" to get the fresh ideas of improvement and the" also tr" to implement these ideas as soon as possible. Grameenphone has 26 hours customer care phone line !hich -eeps them connected to the customers and the" can get customer feedbac- and solve customer problems as !ell through this.

5age 2A of 26

,.2 -ecommendation
%he positioning strateg" and the total &M) campaign of */uice portra"s "oung people !ho li-e roc- music, chatting and hanging around !ith friends. %oda" there are man" "oung bo"s and girls !ho are doing various productive activities li-e coming up !ith their o!n business plan, inventing ne! technologies and soft!are. .s a brand that represents solel" "outh the" should also concentrate on "oung people !ho are doing these productive activities. 2oung generation li-es to have fun in their life but along !ith that the" also have to ta-e some responsibilities. */uice can pla" an important role in guiding them to!ards their responsibilities. %he" can sponsor various talent hunt programs other than *roc-stars !hich !ill emphasi4e on other parts of life. .nother thing is most of our parents do not feel comfortable !ith their school going childrenIs tal-ing over phone late at night. 1o rather than targeting customers of belo! 1# "ears the" should s!itch their target mar-et to 1# above people.

,." *onclusion
&f */uice can improve its overall &M) campaign and give emphasi4e on rural "outh and "outh representatives !ho are doing productive !or- it can confidentl" hope to achieve its long term mission. ,aving gained an in;depth loo- into the promotional activities of */uice, !e can conclude that the" have been 'uite successful !ith the brand and repositioning of the brand. ,o!ever, still there is a 'uite huge untouched mar-et for mobile phone service providers that can be a big chance for */uice to prove their credibilit". %o be more dominant and successful in this industr", */uice must have a good amount of mone" for their Mar-eting and 5romotion budget !hich !ill ta-e them !a" ahead from !here the" are no!. =e thin- that emphasi4ing more on mar-eting activities along !ith promotion as a means to their success !ill definitel" bring good results for */uice in the near future.

5age 26 of 26