1

Assignment No: 01

Assignment Topic:
Customer attraction & customer retention of Banglalink.

Submitted to:
Rashedur Rahman
Assistant professor
Course Name: Marketing Management
Course code: MKT-212

Submitted by:
Rahatul Hasan Khan Pathan
ID:132401107

Dept. of Business Administration

Shanto-Mariam University of Creative Technology

Submission Date: 29-Apr-2015

Letter of Transmittal

05-04-2015
Rashedur Rahman
Assistant Professor
Dept. of Business Administration.
Shanto-Mariam University of Creative Technology.

Subject: Customer attraction & customer retention of Banglalink.

Sir,
I want to submit my assignment on Customer attraction & customer retention of Banglalink. I am
submitting this assignment as a part of my course Marketing Management.
Therefore, I need your kind attention to assess my report considering the limitations of the
information included. Your kind suggestion will encourage me to perform better research work in
future.

Yours sincerely,
Rahatul Hasan Khan Pathan.
ID: 132401107

Acknowledgement
I would like to convey my immense gratitude to those who have helped me in all the way to
prepare my report. First of all, I would like to thank Rashedur Rahman Assistant Professor. Dept.
of Business Administration. Shanto-Mariam University of Creative Technology. For giving me the
opportunity do I report under his supervision, and for his unending support and providing the necessary
Help for the completion of this report.
I would convey my special thanks to my elder brother whom endless encouragement and
Inspirations have enabled me to work on and for being a guide on every other aspect of my life.

Rahatul Hasan khan Pathan

ID:132401171
Program: BBA

Table of contents
Serial

Particulars
1
2
3
4
5
6

Page

Cover Page
Letter of Transmittal
Acknowledgement
Table of contents
List of Figures
Chapter One

1
2
3
4
5

6.1
6.2
6.3
7

Introduction
Objectives of the Study
History
Chapter Two

5
8
9

7.1
7.2

Methodology
Source of data

10
10

7.3
8

Limitation
Chapter three

10

8.1
10

Review of literature
Chapter Four

24

10.1
11

Summary and Conclusion

Chapter six

26

11.1

References

25

List of Figures
Serial
01
02
03
04

Name of the Figure

Logo
Present Coverage situation
Strategic planning

Page No
8
13
14

Business Portfolio

15

05

21
Market Segmentation

06

System Diagnostic Model

22

Executive Summary
Executive Summary The objective of the report is to find out the Customer attraction and
retention of Banglalink.
After researching on this company I have found that, It is the process of developing and
maintaining a strategic fit between the organization goals and capabilities and its changing
marketing opportunities .It involves defining a clear company mission, seating supporting
objective ,designing a sound business portfolio and coordinating functional strategies.

In target market selection they are following full market coverage. Their effective ways of
positioning help them much to increase their profit.

Introduction
Banglalink aims to understand peoples' needs best and develop appropriately
Communication services to improve peoples' life and make it simple. All our work is aimed
towards meeting our vision. All members of the Banglalink family are highly passionate
individuals, fully committed to achieving the vision that we have set ourselves. Our customers'
needs matter most to us- making their life simple and improving it is all we want. To ensure our
vision is achieved, we have set ourselves a few values, we want to be:
Steps of Banglalinks vision
1. Straight Forward
2. Reliable
3. Innovative
4. Passionate
All the Banglalink family members have one thing in common- a passion to serve. We want to go
that extra mile, so that you can have the best possible service Investing in the future of
Bangladesh.

Making a difference
The biggest barrier today for people is the cost of handsets. We will strive to lower the total cost
of owning a mobile. We are here to help make a difference in people's lives by providing
affordable and reliable connectivity solutions. We will strive to connect people and link their
lives by listening to them and by understanding their needs. We are here to help you speak your
language.

Type

Subsidiary

Industry

Telecommunication

Founded

November, 1996[1]

Headquarters

Tiger's Den, House no. 4, sw, Bir Uttam Mir Shawkat Sharak, Gulshan - 1, Gulshan P.O. Box
# 0191 and 0199 Dhaka,Bangladesh

Area served

64 districts

Key people

Tauhid Ahmed [2], MD andCEO

Products

Telephony, GPRS

Revenue

US$288 million (2008),

Parent

VimpelCom Ltd.

Slogan

Start something new, previously making a difference& you, first!

Website

www.banglalink.com.bd

49.2% from 2007[2]

OBJECTIVE OF THE STUDY:

The primary objective of this report is to observe the Marketing related activities for the
Marketing Department of Banglalink.
The other objectives include:

To understand the different marketing strategy.

To get the practical exposure of the telecommunications activities.

To adapt to the corporate environment.

And there Brand value and how its improved.

Provide an overview of the banglalink

To evaluate the marketing plan of the banglalink.

To identify the factors influencing on the marketing plan of the company.

To find out the strategies need to implement for achieving its long term goal.

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History
Orascom Telecom Holding purchased 100% of the shares of Sheba Telecom (Pvt.) Limited
(Sheba) in September 2004. OTH operates a GSM network in Bangladesh and provides a
range of prepaid and postpaid voice, data and multimedia telecommunications services. As
of March, 2006, Banglalink served more than 1.5 million subscribers. Banglalink estimates that
it had a 13.1% market share of total mobile subscribers in Bangladesh.

License:
Banglalinks license is a nationwide 15-year GSM license that expires in November 2011. It was
acquired for US$ 60 million and re-branded and launched its services under Banglalink in
February 2005.

Bangladeshs Telecommunications Market:

Telecommunications services in Bangladesh are provided principally by the Bangladeshi
Telegraph and Telephone Board (the BTTB), the incumbent state owned fixed line operator,
with respect to fixed-line services, and by five GSM mobile operators, Sheba (Banglalink),
GrameenPhone (the market leader), TM International Bangladesh Ltd. (TMIB), Pacific
Bangladesh Telecom Ltd. (PBTL) and Teletalk Bangladesh Ltd. (Teletalk), a subsidiary of
BTTB. Following the acquisition of Banglalink, SingTel acquired a minority stake in the number
three operator based on market share, the only CDMA-based operator.

Commercial, Marketing and Sales:

Sheba re-branded its operation under the trade name Banglalink shortly after it was acquired
by OTH. Banglalink provides its subscribers with basic voice services, messaging services and
value-added services. Banglalink offers a prepaid and postpaid telephony service. Banglalink has
entered into international roaming agreements with more than 250 operators. Banglalink
provides customer support through a 24-hour a day, seven day a week call center.
Banglalink sells its mobile telecommunications services through indirect channels and
Banglalink-owned shops. Banglalink has agreements with exclusive national distributors. In
addition to this indirect channel, Banglalink owns and operates shops in major cities, which also
act as a point of service and supports its customers.

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Methodology
Methodology
Methodology means state of order or orderliness. The state of order in which research planning
activities are conducted is called research planning methodology. They are put in sequence
according to the orders how the research is conducted.

METHODOLOGY OF THE STUDY:

a) Nature of the study: Exploratory

b) Sources of information: Both primary and secondary information sources were used to
complete this report.
Primary sources: Primary sources were officers and managers of the Banglalink
customer center , Uttara branch. Following factors were considered to collect
information:
a

Face to Face conversation.

Secondary sources: Secondary information was collected from various books,

journals, manuals, and also from the web sites.
b) Analysis techniques: Self study was used to analyze the collected information.

Area selection
I selected the Ajompur , uttara as my study area. Since I reside nearby this. Moreover this is a busy
commercial area and there are two customer care center within short distance.
Rajuk Cosmo Shopping Complex, Plot # 71, Sec - 7 , Azampur. Uttara Model Town. P.C.
1230, Uttara. Dhaka.

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LIMITATION OF THE STUDY:

I have faced some problems during preparing my report:
a Lack of experiences has acted as constraints in the way of meticulous exploration on the
topic.
b
c
d

Due to time limitation, many of the aspects could not be discussed in the present report.
Since the Customer care point personnel were very busy, they could not pay enough time.
I had to base on secondary data for preparing this report.

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MARKETING VISION
"Banglalink understands people's needs best and will create and deliver appropriate
communication services to improve people's life and make it easier"
All the Banglalink family members have one thing in common- a passion to
serve. They want to go that extra mile, so that the customers can have the best
possible service.

Banglalink believes that teamwork is their greatest asset. Useful contributions made by
each individual bring them that much closer to their goals. The Banglalink family is made up of a
group of passionate individuals, uniquely qualified from diverse disciplines but working towards
their vision.
The biggest barrier today for people is the cost of handsets. Marketers at Banglalink are
determined to strive to lower the total cost of owning a mobile. They are here to help make a
difference in people's lives by providing affordable and reliable connectivity solutions. They
promise to strive to connect people and link their lives by listening to them and by understanding
their needs. They also vow to help the customers speak their language

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Present Coverage situation

Banglalink gives the highest importance on the quality of our coverage to

ensure that our customers have the best experience while using our service. We
are expanding our network very fast to cover all districts of Bangladesh by the
end of 2005, but at the same time we are committed to maintain the quality of
service
whereever
we offer
our
service.

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Strategic Planning Of Banglalink

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It is the process of developing and maintaining a strategic fit between the organization goals and
capabilities and its changing marketing opportunities .It involves defining a clear company
mission, seeting supporting objective ,designing a sound business portfolio and coordinating
functional strategies.

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As a growing company the strategic planning of Banglalink are made very carefully and tactfully
analyzing various things in market.

1. Defining Mission
Like other companies Banglalink has a specific mission through which it want to operate its
activity and gain profit
Mission
Now we speak in your language

2. Setting objective and goals

Banglalink not only set objectives and goals for the whole company, but also set goals for each
department separately.Their objectives are

Number one telecom company in Bangladesh

Have the largest coverage

Have the greatest number of customers

How Banglalink set goals depends on the following factors

Market demand

Customer attitude

Compared with competitors

3.Business Portfolio:

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The major activity of strategic planning is business portfolio. Banglalink design its portfolio by
BCG matrix. It is method by which market share and growth rate of an unit or product are
evaluated.

SBU analysis of Banglalinks Package are given below

Prepaid M2MStars
Post paid Upper Class..Cash Cow
Prepaid Standard. Question Mark
Corporate PackageDogs

4.Planning Marketing
Banglalink Plans its marketing Operation and stretegies in followin way.

Partnering with other company department

Partnering with others in the marketing system

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Comparing with other company.

Pricing Strategy
The second element in the marketing mix is pricing. Pricing strategy is another marketing
technique that can be used to improve a banks overall competitiveness. The key to success is to
have a well planned strategy, to establish policies and to constantly monitor prices and operating
costs to ensure profits. An important part of the pricing strategy is determining how product or
service is priced.

Distribution Pricing
This component of the marketing mix is related to the distribution of services to the ultimate
customers. Services that require the customer to go to the producer must be as accessible as
possible

Promotion Strategy
Promotion is the function of informing, persuading, and influencing the customers decision
process. The Promotional Channels are
Website, Advertising Television, Radio, News Paper, Pamphlet, Direct mail, Magazines,
Billboard, Public Relation press kites, Seminar, Annual Report, Donations, Sponsorship,
Community relations, Personal selling

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Target Marketing
It's important to remember that the focus of marketing is people. If you're
concentrating your efforts on your product or profit only, you'll miss the mark. The
term target market is used because that market - that group of people - is the
bull's eye at which you aim all your marketing efforts.
So, don't forget that a market is people - people with common characteristics
that set them apart as a group. The more statistics you have about a target market,
the more precisely you can develop your strategy. The table below shows some
examples of market segments (or groups).
Type of Market
Segment

Shared Group Characteristics

Demographic
Segment

Measurable statistics such as age, income, occupation, etc.

Psychographic
Segment

Lifestyle preferences such as music lovers, city or urban

dwellers, etc.

Use-based
Segment

Frequency of usage such as recreational drinking, traveling,

etc.

Benefit Segment

Desire to obtain the same product benefits such as

luxury, thriftiness, comfort from food, etc.

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Type of Market
Segment
Geographic
Segment

Shared Group Characteristics

Location such as home address, business address, etc.

Here are examples of target segments that can be created using the above table:

Women business owners between the ages of 25 and 60 earning more than
$25,000 annually form a demographic segment.

People who drive compact cars due to their fuel efficiency form a benefit
segment.

Market Segmentation
The purpose for segmenting a market is to allow your marketing/sales program to
focus on the subset of prospects that are "most likely" to purchase your offering. If
done properly this will help to insure the highest return for your marketing/sales
expenditures. Depending on whether you are selling your offering to individual
consumers or a business, there are definite differences in what you will consider
when defining market segments.

Category of Need
The first thing you can establish is a category of need that your offering satisfies.
The following classifications may help.
For businesses:

Strategic - your offering is in some way important to the enterprise mission,

objectives and operational oversight. For example, a service that helped
evaluate capital investment opportunities would fall into this domain of
influence. The purchase decision for this category of offering will be made by
the prospect's top level executive management.

Operations - your offering affects the general operating policies and

procedures. Examples might be, an employee insurance plan or a corporate

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wide communications system. This purchase decision will be made by the
prospect's top level operations management.

Functional - your offering deals with a specific function within the enterprise
such as data processing, accounting, human resources, plant maintenance,
engineering design, manufacturing, inventory control, etc. This is the most
likely domain for a product or service, but you must recognize that the other
domains may also get involved if the purchase of the product or service
becomes a high profile decision. This purchase decision will be made by the
prospect's functional management.

For the individual consumer:

Social Esteem or Pleasure - your offering satisfies a purely emotional need in

the consumer. Examples are a mink coat or a diamond ring. There are some
products that are on the boundary between this category and the Functional
category such as a Rolex watch (a Timex would satisfy the functional
requirement and probably keep time just as well).

Functional - your offering meets a functional requirement of the consumer

such as a broom, breakfast cereal or lawnmower.

The Six System Diagnostic Model derives its name from the fact it provides for the analysis of six (6)
key external and internal business systems or factors as part of the strategic planning process. Following
the analysis, you will be able to identify the challenges and corresponding issues they pose to your your
organizations key products and services. You will then develop the corresponding strategies to address
those challenges.

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I
General Environment
(Government; Economy; Socio-Demography; Technology)

III

Industry
&
Competition

IV
Marketing
Mix
(Outputs)

A
B

V
Internal
Resources

Competitors

VI
Inputs

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Market Positioning
Falling in love! As entrepreneurs, we do it every day. Our passionate belief in, and
commitment to, our product (or service) makes all things seem possible. The most
successful entrepreneurs learn to transform their passion into position.
Positioning is a perceptual location. It's where your product or service fits into the
marketplace. Effective positioning puts you first in line in the minds of potential
customers.
As individuals, we continually position ourselves. The responsible older sibling, the
class clown, a number cruncher, a super genius are all examples of positioning.
These identifiers help us define ourselves and distinguish our abilities as unique and
different from other people.
Positioning is a powerful tool that allows you to create an image. And image is the
outward representation of being who you want to be, doing what you want to do,
and having what you want to have. Positioning yourself can lead to personal
fulfillment. Being positioned by someone else restricts your choices and limits your
opportunities.
That's why it's so important for entrepreneurs to transform their passion into a
market position. If you don't define your product or service, a competitor will do it
for you. Your position in the market place evolves from the defining characteristics
of your product. The primary elements of positioning are:
Pricing. Is your product a luxury item, somewhere in the middle, or cheap, cheap,
cheap.

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Quality. Total quality is a much used and abused phrase. But is your product well
produced? What controls are in place to assure consistency? Do you back your
quality claim with customer-friendly guarantees, warranties, and return policies?
Service. Do you offer the added value of customer service and support? Is your
product customized and personalized?
Distribution. How do customers obtain your product? The channel or distribution is
part of positioning.
Packaging. Packaging makes a strong statement. Make sure it's delivering the
message you intend.
Positioning is your competitive strategy. What's the one thing you do best? What's
unique about your product or service? Identify your strongest strength and use it to
position
your
product.

MARKET POSITIONING

OF

BANGLALINK

Banglalink deals in service industry. It adopted more for less positioning

strategy. The positioning of mobile companies is mostly determined by network
service and coverage. The products of Banglalink have network mobility feature
which helps a subscriber to move around where Banglalink has its coverage. Then
come the features of the products and value additions to achieve comparative
advantage in market competition.

COVERAGE
Banglalink wants to expand its network all through Bangladesh. The more mobile
companies expand their coverage and maintain quality, the better the products
acquire position in the market. Banglalink gives the highest importance on the
quality of the coverage to ensure that the customers have the best experience
while using the service. It is expanding its network very fast to cover all districts of
Bangladesh by the end of 2006, but at the same time it is committed to maintain
the quality of service where-ever it offers the service.

Position for Competitive Advantage:

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Banglalink decide to occupy 1 st position in the selected segment. It is trying to
implant brand unique benefit and differentiation in the mind of consumers It is
maintaining competitive advantage over its competitors in following areas.

Low sim price

Low call rate

Bonus talk time

Free sms

Arranging mobile fair and give special offers

Ways of differentiating Offer:

Product differentiation: Little variation and highly differentiated

Product attributes: high performance, Changeable, low call rate

People differentiation: Hiring trained people, professional and friendly

customer

Image: Symbols, logos,packages,sings,advertising

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Review of literature

Review of literature
Here are 8 famous quotations that deal with business strategy,
.
1. Victorious warriors win first and then go to war, while defeated warriors go to war first and
then seek to win.
Sun Tzu
2. The essence of strategy is choosing what not to do.
Michael E. Porter
3. "However beautiful the strategy, you should occasionally look at the results."
Winston Churchill
4. "The best CEOs I know are teachers, and at the core of what they teach is strategy."
Michael Porter
5.
"The aim of marketing is to know and understand the customer so well the product or
service fits him and sells itself."
Peter Drucker
6. "The purpose of a business is to create a customer."
Peter Drucker
7. "Sound strategy starts with having the right goal."
Michael Porter
8. "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise
before defeat."
Sun Tzu

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References

Marketing Management . By Philip Kotler, Kevin Lane Keller, Abraham Koshy,

Mithileshwar Jha. 14th edition

http://www.shaon84.com/ewueducation/assignment/mkt1011.pdf

https://www.scribd.com/search-documents?
query=marketing+strategy+of+coca+cola+in+bangladesh+doc

http://en.wikipedia.org/wiki/Banglalink

http://www.banglalink.com.bd/en/

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Conclusion

This paper highlights some of the existing marketing strategies adopted by Banglalink.
Banglalink as a novice cellular company has improved its condition within a very short time. It
was done because of the right decision and proper marketing policy of the company. The
marketing plan of the company has proven right for the organization because its spreading its
business gradually. Banglalink introduced a cheap rate for the first time in Bangladesh.
Banglalink maintains relationship marketing policy as well. So, Banglalink enjoyed boost in
sales. At the same time Banglalink takes better position in consumer mind.