NAME

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Overview
Executive Summery

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Chapter- 01

Rationale of the study Objective of the Re ort "ision # $ission %ore benefits # &eatures of 'ubee (asic )ro osition $ethodolo+y of the study ,imitations of the study

Body of the term paper

(ac-+round of .he )roduct Other /tems in )roduct ,ine %urrent $ar-etin+ Situation )roduct Revie2 3eed 4nalysis )est 4nalysis )oter7s &ive &orces 4nalysis S8O. 4nalysis $arcom 4nalysis Or+ani9ation Structure Objectives # /ssues $ar-etin+ Strate+y &unctions of .he Sales # $ar-etin+ :ivision :istribution Strate+y $ar-etin+ %ommunication Strate+y $ar-et Research (ud+ets %ontrol

Chapter- 02

&indin+s of the study

Chapter-03

Recommendation
%onclusion References

Executive Summary

4u+ere is a 2ireless broadband business founded in 2001 headed by Sanjiv 4huja the former %EO of Oran+e< /t has a mission to rovide broadband for all and is 2or-in+ to brin+ available= affordable and accessible broadband internet services to underserve and communities 2orld2ide< 4u+ere has so far launched broadband internet services in (an+ladesh in October 2005 under the brand name 'ubee< 4u+ere obtained licenses from the (an+ladesh .elecommunication Re+ulatory %ommission on the 6; th 3ovember 200; to o erated (roadband 8ireless access services on a nation2ide basis in (an+ladesh usin+ 8i$4> technolo+y at a cost of 265 crore ta-a< ?- @based 4u+ere Aoldin+ o2ns 00 ercent of 4u+ere 8ireless (roadband (an+ladesh ,td alon+ 2ith t2o other local com anies< .he com any officially launched their service on a trial basis in (an+ladesh on 22 nd Buly 2005 and subseCuently launched a service for residential and business customers in October 2005< (an+ladesh has the lo2est internet enetration in the 2orld 2hich is about * ercent< (an+ladesh 2ill be ex osed to hi+h s eed 2ireless internet by the launch of the 8i$4> technolo+y< 8i$4> (8orld2ide /ntero erability for $icro2ave 4ccess) is a 2ireless di+ital communication system that can rovide broadband 2ireless di+ital communication system that can rovide broadband 2ireless access across !0 miles for fixed hone and !-60 miles for mobile stations< 4t resent (an+ladesh has four million internet users< 'ubee is oised to meet demand for the internet of (an+ladesh usin+ 8i$4> technolo+y<

Rationale of the study:

The case study is assigned by our course teacher Dr.Mizanur Rahman as a part of our Fundamentals of Marketing course. The topic of our case study is Marketing Plan of Qubee in Bangladesh . By conducting this study I can enhance my knowledge and skill to apply various research methods in professional and higher educational life. The report has given me a chance to raise my uality in developing research instrument and its applications. By doing so! I can boost my acceptability in "ob market and develop my real life knowledge.

Objective of the Report Broad Objective To utilize the experiences gathered during the internship To observe the activities of Sales & Distribution Department of QUBEE.
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Specific Objectives To demonstrate different aspects of the organization The operation and function of QUBEE s different sales channel. To present m! observation and suggestions regarding "Sales Strateg! of QUBEE.#

Vision
8e are here to AE,)< 8e exist to hel our customers +et the full benefit of internet services in their daily lives< 8e 2ant to ma-e it easy for customers to +et 2hat they 2ant and 2henever they 2ant< .heir major values are= 2e never for+et that 2e are tryin+ to ma-e our customers7 lives easier= 2e 2ant to be artner in the develo ment of our community= 2e are about delivery= not over romisin+-actions not 2ords< 8e are res ectful and rofessional in re+ard to all our interactions= both internally and externally< Mission

.o deliver hi+h-Cuality= flexible and innovativesolutions those are cost effective and conducive< .o rovide com lete customer satisfaction on time=every time< Every customer should receive first class service each time they contact us<
Core benefits & features of QUBEE: $ Qubee is the real %ireless broadband internet from &ugere' an ()* incorporated in )etherlands. $ Qubee is the name of a commitment for high speed and uninterrupted internet experience for users in Bangladesh. $ Qubee provides its service through +i(&, technolog!. $ -t must be (agical. -t s not about magic' it s about being magical. -t s about us bringing delightful touches to the customer experience.

$ -t must +or/. -t s not about troubling people %ith complicated solutions. -t s about our hard %or/ ma/ing it reliable and accessible for people

Basic Proposition: $ Qbee offer 0ixed +i(&, service for 1ome & Business 2S(E3 use. $ Qubee product is differentiated b! Speed 2 456 7bps' 584 7bps' 8 (bps' 4 (bps etc.3 $ 0ixed (onthl! Billing for S/! 9ac/ages 2 456 and 584 pac/ages3 $ User )ame & 9ass%ord stored in (odem and connection "&l%a!s :n#. $ &n! 9* *onnected to devise %ill be on -nternet %ithout extra &uthentication. $ ;ou can share the band%idth among multiple 9*s using a <outer or =&). >ust provide our -nstallation Engineer !our router? S%itch =&) cable. +e are happ! to provide !ou the installation service.

etho!o"o#y The data needed to prepare this report has been collected from both primar! and secondar! sources. Primary Data Source: 9rimar! data has been collected through unstructured personal intervie%s and discussions %ith officials of Sales & Distribution Department of QUBEE and also from the field visit.

Secondary Data Source: The secondary data have been collected through %&B''(s official website! )amra group(s official website and others website related to report topic.

$imitations +hile doing the internship program' - faced some obstacles. These are given belo%.@ & term paper is one /ind of research %or/. <esearch %or/ reAuires enormous time and effort. But the time provide to us is not enough to do the report. (oreover mine %as on Bob training rather than -nternship. &s m! %or/ing division is Sales & Distribution Department of QUBEE' it s prohibited to disclose some information. This affects the Aualit! of the report. =ac/ of experience of this t!pe proBect is one of the main constraints of the stud!

BACK GROUND OF THE PRODUCT Intro of the product

'ubee has launched a ne2 fast and reliable internet modem by namin+ Di+aset S>0;2< /t is robust and erfect for fast and reliable home broadband connection< Our roduct offers a com etitively uniCue combination of advanced features and functionality at value added rice< 8e offer you Di+aset $odem 2ith ne2 ac-a+es< .hese ac-a+es can suit your
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monthly need< Di+aset S>0;2 is usin+ 8i$4> technolo+y= 2hich is the latest *D 2ireless solution< 8e believe that everyone should be able to enjoy trouble-free access to the internet and the o ortunities that it brin+s< 8e also believe that in the internet 2orld s eed is ha iness so 2e offer fast and reliable do2nload bac-ed u by customer service that never slee s<

Its purpose
/n (an+ladesh all the four broadband internet service rovider com anies tar+et either cor orate eo le or +eneral ublic< 4s 2e have first mentioned that (an+ladesh has the lo2est internet enetration in the 2orld< /n this situation 'ubee has first offered internet ac-a+e 2ith latest 8i$4> technolo+y< 'ubee is the creation of a +rou of +lobal telecoms rofessionals 2ho sa2 that a ne2 technolo+y called 8i$4> could really chan+e the internet ex erience for millions of eo le 2orld2ide< 4nd Di+aset S>0;2 is the erfect device for the both cor orate and +eneral ur oses< Our aim is to ma-e a ma+ical internet ex erience available to everyone= everyday= 2ithout exce tion<

Other items in the prod !t "ine

(esides Di+aset S>0;2= 'ubee has also launched t2o other internet devices< .hese areDongle .he 'ubee don+le 2ith its lu+ and lay feature rovides you 2ith convenient= hi+h s eed= mobile= connectivity 2ithin our covera+e 9one< /t is ortable and installation o eration is very easy< u!ee "#23$ Eou 2ill +et the best s eed 2ith your des-to and la to 2ithin the 'ubee covera+e area 2ith 'ubee ?A2!5< .his is also lu+ and lay and does not need a se arate o2er source< .his is also ortable and has a fe2 seconds installation

CURRENT MARKET#NG $#TUAT#ON %ar&et Description

%ubee(s market consists of consumers and business users who prefer to use a single device for internet communication. -pecific segments being targeted during the first year include professionals! corporations! students! entrepreneurs and medical users. 'ubee licenses 8i$4> system because you don7t need tele hone lines or cable to +et connectedF all you need is to live close enou+h to a transmitter to receive the internet 2irelessly< /t is the latest technolo+y 2hich enables you to enjoy hi+h s eed connectivity 2hich is mobile and 2ireless< 'ubee understand that eo le and businesses in (an+ladesh need and 2ant faster= accessible= and affordable 2ireless broadband services and 2e are 2or-in+ hard to ensure those< 8e offer 2ith inte+rity= dynamism= commitment and innovation 2ho are ma-in+ sure a smooth= uninterru ted services for data= video and voice< .echnolo+y costs are decreasin+ even as ca abilities are increasin+= 2hich ma-es value- riced models more a ealin+ to consumers and to business users 2ith older devices 2ho 2ant to trade u to ne2= hi+h-end multifunctional units<

Prod !t Re%ie&
Our first roduct the Di+aset S>0;2 offers the follo2in+ standard features

,atest 8i$4> technolo+y< !0$b s 8ireless Router< %om atible 2ith ;02<66+G;02<66a< 4 dedicated net2or- solely built for data service (i<e< internet)< 3o sharin+ 2ith other ty e of service (i<e< voice)<

.he only 8i$4> o erator in the country 2ith a stron+ resence in 1 (seven) divisional cities and the hi+hest number of (.S

Stable # hi+h s eed internet

(uilt-in-4:S, $odem *-)ort S2itch %onvenient ac-a+es of 5 D(= 60 D( and S-y solution < 5 D(= 60 D( and S-y solution for ty es three s eeds 2ith belo2 monthly usa+e allo2ance

'peed 250 Hb s 562 Hb s 6$b s

$(B (:. ;50 (:. 6=250 (:. 2=250

10(B (:. 550 (:. 6=*50 (:. 2=150

'&y )) (:. 6=250 (:. 2=250 (:. 5=250

Competitive *eview
.he emer+ence of lo2er- riced Di+aset modem= includin+ the (anlalion ?S( :on+le= has increased com etitive ressure< %om etition from s eciali9ed devices is a major factor= as 2ell< Hey com etition include the follo2in+ F Bang"a"ion U$B Dong"e' .he mar-et leader internet modem= (an+lalion offers ?S( :on+le= that is flexible and convenience< .his device also uses the 8i$4> technolo+y< /t has launched re aid ac-a+es 2ith convenient refills of .-< !00 and .-< 000 throu+h scratch card< /t rovides a 2ireless alternative to cable and :S, for broadband access< /t also rovides a source of /nternet connectivity as art of a business continuity lan< .hat is= if a business has both a fixed and a 2ireless /nternet connection= es ecially from unrelated roviders= they are unli-ely to be affected by the same service outa+e< (oom U"tra (TEAC )*)+ Ioom ?ltra rovides never-before internet s eeds on the move= and lu+-and- lay service throu+h a versatile ?S( interface< .he hi+h s eeds facilitate a su erior internet bro2sin+ ex erience 2ith video streamin+= video surveillance= and rich media content< I.E4% 2120 uses hi+h-s eed 2ireless internet service that runs on state-of-the-art E"-:O technolo+y= the evolution from %:$4 6> technolo+y< /t su orts voice= S$S= S$S +rou -sendin+ # $icro S: card su ort u to ;D(< /t has su erior si+nal rece tion throu+h $obile Receive :iversity<
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(oom U"tra H a&ei EC ,+* Ioom ?ltra offers another com etitive roduct Aua2ei E% 601< /t has a interface of rotatable ?S( ty e< /t su orts R-?/$ # RO$-?/$ < 4nd it has a data service of u to :, !<6$b sG?, 6<;$b s<

Grameenphone U$B EDGE Modem Drameen hone is offerin+ branded /nternet modem (?S( E:DE $odem) for its subscribers< .his modem Aas default D) confi+urations and settin+s< /t su orts DS$ 500G6;00< /t has S$S services # )honeboo- O tion< 4nd this is the only brand that offers daily # yearly usa+e ac-a+es of internet<

NEEDANALYSIS 3eed for broadband internet is felt on the basis of follo2in+ +iven factorsF %han+in+ behavior of eo le Sociali9in+ 3et2or- 4ccess and ")3 Services Security Services Dlobali9ation Ao2 the need is bein+ metJ %onformance to customer reCuirements (etter covera+e

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,o2 rates &easible ac-a+es

PESTANALYSIS )O,/./%4,F /nstability of olitical conditions ,ac- of +ood +overnance 3o rule of la2 E%O3O$/%F 8ith a er ca ita D:) of about K2000 in 2000= the 8orld (an- considers )a-istan a develo in+ count Economic conditions are instable< Economic conditions of )a-istan are ris-ier for theinvestors< SO%/4,F .he socio cultural environment of )a-istan has seensome major shifts in the recent ast< .he )a-istani society at lar+e has become more o ento chan+e< )a-istani society has develo ed more ca acity toacce t and absorb cultural differences<

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.E%A3O,OD/%4,F 8orld is movin+ to2ards advancement< ,ife cycle of /. roducts has reduced due to emer+in+technolo+ies< ,ar+e number of innovators in the mar-

POTERS FIVE FORCES ANALYSIS /ndustry RivalryF %om any is facin+ com etitors li-e 84.EE3 and 8/.R/(E %ustomers have more alternatives at same rice 4ll the com etitors are offerin+ some2hat same levelof roduct< %oncentration ratio of industry is one measure of rivalry< .hreat of SubstitutesF Substitute is somethin+ from different industry 2hichcan satisfy customers need< .here are so many substitutes of '?(EE li-e 84.EE3and 8/ .R/(E< .here can be more substitutes 2ith time 2hich canbecome threat to '?(EE< %ustomers7 )o2er (ar+ainin+ o2er of %onsumer is .elecom sector is very hi+h< .here are many roviders and rivalry amon+ the com etitors= they offer lo2 rates to the consumer 2hich eventually +ives the advanta+e to consumer 2hile bar+ainin+<
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Su liers )o2erF (ar+ainin+ o2er of su liers in (an+ladesh telecom industry is very lo2< .here are many com anies rovidin+ eCui ments= = vendor services # other offerin+s<

.hreat of 3e2 EntryF )otential entry of ne2 entrant is hi+h overall due to+reat otential in .elecom /ndustry< /t reCuires hu+e set u cost 2hich is some ho2 ris-ierfor the ne2 entrants< $-OT ANA./$#$
'ubee has several o2erful stren+ths on 2hich to build= but our major 2ea-ness is lac- of brand a2areness and ima+e< .he major o ortunity is demand for fast= ortable and multi ly connectable internet device< 8e also face threat of hi+her com etition from different lo2 rate usa+e ac-a+es<

'trengths
'ubee Di+aset can build on im ortant stren+thsF

a) WiMAX technology< .he use of 8i$4> technolo+y is the main stren+th on buildin+ u the mar-et< (ecause this technolo+y is only ermitted to t2o com anies of (an+ladesh< &irst one is (an+lalion another one is 'ubee<

b) WiFi Av il !ility< .his device is also can be used for 8i-&i in office and home<

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c) M"lti#le connection $y$te%< (y usin+ hi+h ran+ed router more than 65 eo le can use the device at a time<

+ea&nesses
(y 2aitin+ to enter the mar-et until some consolidation of com etitors has occurred= 'ubee Di+aset has learned from the successes and mista-es of others< 3onetheless= 2e have four main 2ea-nessesF a) Secon& %ove'( 'ubee is the second mover in technolo+y after (an+lalion :on+le< romotion of 8i$4>

b) Co$tly P c) ge$( %om aratively hi+h monthly ac-a+e rate<

c) L c) o* !' n& + 'ene$$< 'ubee has no established brand or ima+e<

d) ,illing $y$te%( 3o convenient refill system throu+h scratch card is available on 'ubee ac-a+e< .he ac-a+e uses conventional billin+ system<

Opportunities

'ubee Di+aset can ta-e advanta+e of three major mar-et o

ortunitiesF

a) De% n& o* Inte'net( /ncreasin+ demand of internet availability is the main o ortunity in the romotion of 'ubee modem<

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b) De% n& o* l te$t technology( ,eadin+ ur+e about the *D technolo+y is another o ortunity in the romotion<

c) Wi-Fi Av il !ility( .he availability of 8i-&i system on a sin+le device 2ill increase the mar-et of 'ubee<

,hreats

8e face three main threats at the introduction of 'ubee Di+asetF

a) Inc'e $ing co%#etition( 8ith the romotion of our roduct the com etition is also increasin+ 2ith other branded roducts<

b) Do+n+ '& #'icing( :o2n2ard ressure on ricin+ is also increasin+<

c) Convention l !illing( 4s (an+ladesh is becomin+ di+ital so in this situation the use of conventional billin+ system is defiantly a threat<

Mar!om ana"0sis1 %om any is very oor in the mar-etin+communication< '?(EE is usin+ only consumer romotions but no advertisement< %om any allocates 60L of annual bud+et to all the mar-etin+ and romotion activities<
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Organi2ation $tr !t re1

O%nership structure of &'BB$ (QUBEE)

&ugere +ireless Broadband Bangladesh =imited 2&+BB=3.

&ugere 1oldings =td. 26CD3' &amra <esources =td. 25D3 ' Teleport Bangladesh =td. 2ECD3' &amra )et%or/s =td. 25D3.

%&B'' is a new company in Bangladesh and its still recruiting. 1urrently it has 110 employees 2both permanent and contractual3.

OB3ECT#VE$ AND #$$UE$ -irst-.ear O!/ectives

:urin+ the 'ubee Di+aset7s initial year on the mar-et= 2e are aimin+ for unit sales volume of !00=000<

'econd-.ear O!/ectives
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Our second year objectives are to sell a combined total of half million units of the 'ubee Di++aset models 2ith ac-a+es and to achieve brea-even early in this eriod<

Issues
/n relation to the roduct launch= our major issue is the ability to establish a 2ell-re+arded brand name lin-ed to a meanin+ful ositionin+< 8e 2ill have to invest heavily in mar-etin+ to create a memorable and distinctive brand ima+e rojectin+ innovation= Cuality and value< 8e also must measure a2areness and res onse so 2e can adjust our mar-etin+ efforts as necessary<

MARKET#NG $TRATEG/ $ar-etin+ $ix(*-)7s)

'ubee Di+asets mar-etin+ strate+y is based on a ositionin+ of roduct differentiation< Our rimary consumer tar+et is middle to u er income rofessionals 2ho need one ortable device to communicate and +et connected 2ith their family= collea+ues= 2or- as 2ell as 2ith 2hole 2orld< Our secondary consumer tar+et is hi+h school= colle+e and +raduate students 2ho 2ant a easy lu+ n lay ortable internet device< .his se+ment can be described demo+ra hically by a+e (60-!0) and education status< Our rimary business tar+et is mid-to lar+e-si9ed cor orations that 2ant to hel their mana+ers and em loyees stay in touch and share data in every moment 2hile 2or-in+< .his se+ment consists of com anies 2ith more than 5 million ta-a in annual sales and more than 25 em loyees< 8e are tar+etin+ entre reneurs and small business o2ners as 2ell as medical users 2ho 2ant to u date their 2ay of 2or-in+ 2ith the faster 2orld<

Product Strategy
.he 'ubee Di+aset includes all the features described in the earlier )roduct Revie2 section= 2ill be sold 2ith a one year 2arranty< 8e 2ill introduce a more com act= o2erful nd model he follo2in+ year< (uildin+ the 'ubee brand is an inte+ral art of our roduct strate+y< .he brand and lo+o 2ill be dis layed on the roduct and its ac-a+in+= and reinforced by its rominence in the introductory mar-etin+ cam ai+n<
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Pricing and Packeges

9ricing. Bangladesh revenue board of telecommunication has set up a price ceiling for +i(&, service providers' so Qubee has to set the price %ithin that price range.Different pricing strategies follo%ed b! Qubee are Falue Based pricing. Qubee is follo%ing value based pricing. The! consider the purchasing po%er of their customers %hile deciding the price range. 1o%ever the!evaluate the speed and maximum access %hich can be provided b! them %ithin that range and fix the price for ever! segment. 9roduct line pricing. product line pricing is different price for different range' or different service offered' their connections are shared connection' different pac/age li/e s/! and campus have different price' as s/! has no access limitation so it s a bit higher in price' and for campus speed and access limitation has cap on it so the price varies. *urrentl! for promotion and popularit! the! are offering free installation for ever! connection the! provide.

4ositioning
?sin+ roduct differentiation= 2e are ositionin+ the 'ubee Di+aset as the most versatile= convenient= value added internet modem for ersonal and rofessional use< Our mar-etin+ 2ill focus on the ortable internet o eration enriched 2ith *D technolo+y and 8i-&i a lication differentiatin+ the 'ubee Di+aset<

Functions of the Sales and Marketing Division The ma"or marketing goal of this division is to capture a significant market segment that will yield ma5imum revenue by means of passing on directly or indirectly high end 6ireless Broadband -ervice.

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Sales & Marketing Division

SF9 The office of the Senior Fice 9resident of Sales and (ar/eting Division is responsible for coordination of mar/eting activities across the compan! and to provide top level management %ith an overall picture of the mar/et situation. F9 The Fice@9resident of the division oversees the product and business development scenario of the compan! and he is responsible to the SF9 of the division. 1e is heading the Sales Division so he has to control all the Sales channels as %ell.

Channel Sales The assistant vice president responsible for channel management has the very important "ob of setting up marketing channels by which packages are distributed among clients and by which feedback is obtained from customers. This department is responsible for the selection of new dealers and motivating them and current dealers to promote %&B'' packages to their customers in their respective areas. This department is also responsible for seeing that there is an e5cellent support network for each dealer and that they are satisfied with their monetary or otherwise remuneration. This department is also responsible for checking that each dealer does not cut into the sales of another dealer in a very pro5imal region.

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Marketing Communications The chief responsibilit! of this department is logicall!' promotion and communication of ne% products and product ideas to customers both directl! through selection of advertising media' then dissemination of information b! means of advertisementsG and indirectl! through dealers b! providing them %ith promotional material. This department is also responsible for public relations %hich do not include corporate relations. This is handled' as %e have seen' b! other departments. The responsibilit! of this department is immensel! important especiall! in the introduction stage of a pac/age for customers. The! also provide help for other departments such as the front office and services mar/eting in order to promote QUBEE pac/ages to both current and ne% customers. This helps ver! much in handling cases of dissatisfied customers and also in case of adBusting customers %ith old pac/ages %ho have to be convinced to upgrade their pac/ages to the ne% ones on offer. The compan! sub@contracts its promotional materials production to local companies. & regular number of events are held to integrate promotional activities %ith public relation exercises to enhance the image of QUBEE and better promote the pac/ages on offer.

!" This particular department loo/s after the 0ree Trial Users %ho got the connectivit! as a complementar! gift from the QUBEE. This department also arrange drive test on various locations and provide 8 months free connections if necessar!.The overall structure of the sales & mar/eting department and its sections of QUBEE have both advantages and disadvantages in terms of organizational structural and respective functionalit!. (ost importantl!' QUBEE is a ne% compan! and it has a long %a! to go. So' over the time' %e can expect QUBEE to flourish itself in the -S9 arena. &s a partner' &amra )et%or/ is providing Sales support and -T support to QUBEE

Distri4 tion $trateg0

Our channel strate+y is to use selective distribution= mar-etin+ 'ubee Di+aset modem throu+h 2ell--no2n stores= sho in+ malls and online retailers< :urin+ the first year 2e 2ill add channel artners until 2e have covera+e in all major (d mar-ets and the roduct is included in the major electronics cata+ories and 2eb sites< 8e 2ill also investi+ate distribution throu+h cell- hone outlets< /n su ort of our channel artners= 'ubee 2ill rovide demonstration roducts= detailed s ecification handouts and full-colour hotos and dis lays featurin+ the roduct< &inally 2e lan to arran+e s ecial ayment terms for retailers that lace volume orders<

Mar5eting Comm ni!ation $trateg0

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(y inte+ratin+ all the messa+es in all media 2e 2ill reinforce the brand name and the main oints of the roduct differentiation< Research about media consum tion atterns 2ill hel our advertisin+ a+ency choose a ro riate media and timin+ to reach ros ects before and durin+ roduct introduction< .hereafter advertisin+ 2ill a ear on a ulsin+ basis to maintain brand a2areness and communicate various differentiation messa+es< .he a+ency 2ill also coordinate ublic relations efforts to build the 'ubee brand and su ort the differentiation messa+e< .o create bu99= 2e 2ill host a user-+enerated video contest on our 2eb site< .o attract= retain and motivate channel artners for a ush strate+y= 2e 2ill use trade sales romotions and ersonal sellin+< ?ntil the 'ubee brand has been established= our communications 2ill encoura+e urchases throu+h channel artners rather than from our 2eb site<

Mar5et Resear!h
?sin+ research 2e are identifyin+ the s ecific features and benefits that our tar+et mar-et se+ment value< &eedbac- from mar-et tests= surveys and focus +rou s 2ill hel us develo the 'ubee Di+aset< 8e are also measurin+ and analy9in+ customers7 attitude to2ard com etin+ brands and roducts< (rand a2areness research 2ill hel us determine the effectiveness and efficiency of our messa+es and media< &inally 2e 2ill use customer satisfaction studies to +au+e mar-et reaction<

BUDGET$
.otal first year sales revenue for the 'ubee Di+aset is rojected at ta-a 50 corers 2ith an avera+e 2holesale rice ta-a !000 and variable cost of ta-a 2500 unit for a unit sales volume of !00=000< 8e antici ate first year loss u to 60 corers on the 'ubee Di+aset model< (rea-even calculations indicate that the 'ubee Di+ast 2ill become rofitable after the sales volume exceeds *50=000 = early in the roduct7s second year< (ut to some extent this bud+et can be chan+ed by loo-in+ at the movement of its com etitors< 4ccordin+ to the com any mar-etin+ olicy 'ubee al2ays uts em hasis on ne2s a er ads< &or ne2s a er ads 2ith more im ortance 'ubee ususlly s ent .- 600=000- !00=000 and for re+ular ne2s a er ads it s ent *0=000-50=000< 4fter ne2s a ers= 'ubee +ives eCual im ortance to billboards and radio ads< 'ubee has not yet s ent for television ads< So no2 if 2e summari9e the bud+et distribution of 'ubee then 2e shall see that they allocate 50L of their romotional bud+et

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for ne2s a er ads< 20L for radio = 60L on billboards and rest 20L for others 2hich includes osters= festoons= banners etc<

CONTRO.$
'ubee tries to collect feedbac-s from their distributors and retailers almost on a 2ee-ly basis< /n this 2ay 2e +et information about our com etitors and can analy9e them< (ased on that analysis 2e conduct definite surveys= retail audits focused +rou discussions to understand our o2n osition in the mar-et< &rom the results of that of that analysis 2e can formulate or chan+e the strate+ies if necessary< /t hel s us to ta-e necessary ste s must to sustain in the mar-et< 8e are develo in+ contin+ency lans to address fast-movin+ environmental such as ne2 technolo+y and ne2 com etition<

RECOMMENDAT#ON 4fter +oin+ throu+h the above roject 2or- over '?(EE 2e found= '?(EE is tryin+ to +rab all the o ortunities to be successful in (an+ladesh (roadband $ar-et< (ut considerin+ (an+ladeshi consumers= 2e 2ould li-e to dra2 their attention over some of the follo2in+ facts< Brand name should !e easy to understand and communicate < (ut '?(EE is a ,atin 4merican 2ord 2hich means Aead= 2or-s 2ithout 2ire< /t7s really a ro riate for (roadband service< (ut for (an+ladeshi consumers may not acce t it ro erly< 8e have several exam les in telecommunication industry that became successful by ado tion local names (,i-eF Orascom as (an+lalin-= .elenor as Drameen hone) and some failed (,i-eF84R/: 2ith IE$ and I4A/ ac-a+es)to continue business for their forei+n name< "B00 could offer more product pac&ages with varia!le features to com ete the other broadband com anies< ,i-eF (an+lalion has more roduct variation than '?(EE< $ore roduct variation hel s a com any to be uniCue< Even it creates threats to com etitors if they try to challen+e the com any< Even (an+lalion has more roduct variation than '?(EE has< So= they should offer more roduct ac-a+es 2uth variable features< "B00 should come up with ,1 advertisement as early as ossible because as they are launchin+ ne2 roduct in resent mar-et so their rime function to create consumers< Aere .elevision media has no alternatives< .hey may rovide ex ert o inion (/. en+ineer) or celebrity7s o inion throu+h their advertisement<4nd of course they need to highlight the various uses and benefits of using wireless broadband services.
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"B00 should highlight a!out country of origin 2they !ought modem from (0*%345 while promoting product6 because (na+ladeshi consumers has stron+ faith over forei+n roduct< /t 2ill hel '?(EE to have a lime li+ht over their roduct rice and Cuality as 2ell< "B00 should consider pricing of their product< (an+ladesh has rice sensitive mar-et< 4t resent conseCuence= it has seen '?(EE has hi+h rice< /f '?(EE 2ants to continue 2ith this rice they should focus over their Cuality service and romote their roduct on this basic< "B00 should offer some discount for e7isting users to create !rand loyalty8 ,i-eF discount over uses< "B00 should concern more a!out their competitors8 / a+ree at resent they mi+ht not have any rival= but (an+ladesh broadband mar-et is not so lar+e so they should be more innovate about their roduct and a2are about their com etitors ((an+lalion and (R4% 3et) "B00 should more concentrate on C'* activities8 4t resent they are not doin+ %SR activities< .o build u their brand loyalty and customers they should come u 2ith some %SR activities< CONC.U$#ON1
'ubee is assionate about its roducts= services and customers< 8e are also committed to develo ne2 services= roducts and facilities to meet your reCuirements< 4s you mi+ht ima+ine= buildin+ a net2or- li-e this needs to be done ro erly< So 2e7ve +athered a hi+hly talented team ri+ht here in (an+ladesh to build a com any that7s determined to im rove the internet ex erience for millions of eo le @ not just here= but ultimately all over the 2orld< /n this ever chan+in+ 2orld= (an+ladesh is chan+in+ and 'ubee 2ill remain focus to your needs and 2e are online access to the 2orld of information= business= excitement= and lifestyle<

References:
%ar&eting %anagement !y 9hilip :otler 213th 0dition5 #uman *esource %anagement 2;th 0dition5 !y (ary Dessler6 #ardcover http<==www8>u!ee8com8!d=a!out-us

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http<==www8google8com=?hl@enAsource@hpA>@>u!eeB!angladeshAa>@fAa>i @gCg-m1Aa>l@Ao>@AgsDrfai@Afp@C$E3$20F$E2d$eeF!*

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